The Content Optimization Process: How to Make the Most of What You’ve Already Got

In March 2017, we saw the Google algorithm go through yet another update. This new update, called “Fred”, put even more emphasis on high-quality content, and if you want to make the most of your SEO efforts, you simply have to produce top-notch content today. But what to do with all that stuff you already have on your website, that already does really well? Does it have to just sit there and collect dust? Or can you still do something with it? The concept of refurbishing content that has been proven to work well is becoming more and more popular, which means there’s no reason why you shouldn’t give it a go. So, if you want to juice every drop of goodness out of your top content, here’s how to do it.

Figure out what your top content is

In order to be able to refurbish your top content, you’ll first have to identify it. Luckily, you can now use the power of analytics to evaluate all of your content and figure out which pages are bringing in the most traffic and converting the best. Obviously, content that scores the best on these accounts is the one you should choose for refurbishment.

It’s very important that you understand that it’s not only the pages on your website that might be your most valuable content. This can be anything from a video on one of your pages to a printout people seem to like. And once you manage to identify what has worked best for you, it’s time to think about the ways you can refurbish it.

Decide how you want to use your top content and simplify it

The next thing you’re supposed to do in order to bring your old content back to life is decide how you want to do it. What many experts decide to do is change the form of their top content before publishing it anywhere.

Let’s say your most valuable content is a long-form text on how to be more productive at work. Think about what else people could be doing with this piece and make it come to life. Maybe it’s a video explaining how to get more things done around the office? Or a podcast all those suffering from a lack of productivity at work will find helpful? Our main point is – there are tons of ways you can reuse your old content, you just have to be creative while doing so.

On top of that, you might want to think about simplifying your old content before you send it back on the stage. If you do this, you’ll be able to include a link to the original content that has proven to be so effective and people will consume it once again.

Find popular platforms to publish your “new” content

There’s just so many powerful platforms out there just waiting for content their audience seeks. And if you don’t provide it, somebody else will. So, if you’ve turned an old text into a video, why not upload it to YouTube? There are so many people looking for tips and tutorials, why not capitalize on it. Also, if your “new” content is in the form of a PowerPoint presentation, you can always upload it to SlideShare which ranks so well.

Getting your content out there is what refurbishing is all about, but if you want it to be effective, you’ll also want to measure its impact. So, check out how many views your video has, the time people spend on your page and so on. The data you collect will help you determine what works best for you and how you should keep refurbishing in the future. Luckily, there are automated reporting tools like Reportz available, that are guaranteed to help you collect all the data you will need. Turning to tools like these is always going to save you hours and hours of manual work.

Getting your old content out there is a great way to make sure you keep providing quality to your audience. And with so many content forms at your disposal and platforms you can publish it on, coming up with refurbishing ideas should be a real piece of cake.


Guest Author is Alex Williams is a journalism graduate, and a rookie blogger trying to find my luck. Blogs are the perfect opportunity for presenting yourself to wider audience, getting the chance to showcase my expertise and receiving recognition. I am a regular contributor at Bizzmark Blog

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