Dinosaur Content - Repurposing Content for SEO - Video Transcript
Brant Soler here today I’m going to be talking about dinosaur content thus the dinosaurs dinosaur content is when you have content on your website that was totally awesome in 2015. now maybe not so much so you had a lot of attention there’s old backlinks to it it’s just been pretty much sitting fallow for a while there’s an entire school of thought that says cut those pages and 301 them to blah blah blah blah blah there’s a whole other school of thought that says these links have value why do they have value because Google first discovered them back around 2015 so they have authority over time so unless your article is 25 things to do in 2015 you should look at repurposing and even even then stretch your imagination really work it over and say how could I reuse this how could I turn it into you know how the world has changed in since 2015 or something so that you can use the exact same URL slug and update the content on the page now why is that now Google is smart and they get smarter every day so what Google wants to see with your content is that number one you’re creating great content number two you’re improving recently posted content to make it better number three you’re identifying content that is not so great maybe at the bottom of the list that has had or has no traction and improving it and so I have had very successful clients take a listing of all of the content pages on their website and rank them by some Metric of their choice maybe number of words on the page uh traffic for a certain time period whatever your metric is that you choose and do a fraction approach let’s say two to one every two recent articles that I go and improve and add to and build on and add more value to because Google wants to see more value I’m going to go back and go to the bottom of the list and grab one of the stinkers and I’m going to pull it up and I’m going to improve it and fix it and add value to it and relaunch it and when I say relaunch I’m not saying change the url I’m saying publish and update to it so that the last modified date is current and on that note Google knows when your article was first launched so you don’t need to set a first published on date in fact when you have that first published date that is 2015 leave it alone don’t touch it just leave it because Google wants to see okay so this was last modified in February of 2023 I first encountered it in March of 2001 and the date of creation says March of 2001 so that is a successful check of the metadata on the article with Google’s internal data of when it first encountered that link very important something to keep in mind so if you have a Content Rich site if you have a large site then look to reuse stretch your imagination and try everything you can to reuse before you cut and if you do have to cut always insert a 301 redirect to more current content on the same topic or theme or a higher level page say if it’s in a blog the blog category page thank you for watching if you found this content useful like subscribe tell everyone you’ve ever met in your entire life tell me in the comments what kind of movies you want to see or until I have any idea what people want to see I’m just going to keep making it up have a great day bye
Dinosaur Content – Repurposing Content for SEO – Video Summary
Brant Soler here, and today we’re going on a prehistoric adventure to explore the fascinating world of “dinosaur content.” Just like those ancient giants, some of your website content might be showing its age. But don’t worry, we’re not going to let it go extinct! Instead, we’ll learn how to revitalize that old content and make it roar with SEO power.
What is Dinosaur Content?
Dinosaur content refers to those web pages that were once shining stars but have now faded into the depths of your website. They may have been popular back in 2015, but now they’re gathering dust and failing to attract traffic. While some might suggest simply deleting these pages, there’s a better way to handle them.
Why You Shouldn’t Extinguish Your Dinosaur Content
Those old pages likely have valuable backlinks pointing to them. Backlinks are like votes of confidence from other websites, and they play a crucial role in your search engine rankings. Google has known about these pages since their creation, giving them historical authority. Unless your content is tied to a specific date (like “25 Things to Do in 2015”), there’s a good chance you can repurpose it and retain its link value.
Repurposing: Breathing New Life into Old Content
Instead of hitting the delete button, consider these strategies for repurposing your dinosaur content:
- Update and Expand: Refresh the information, add new insights, and expand on the original topic. For example, if you have an article about social media marketing from 2015, update it with the latest trends and strategies.
- Change the Angle: Approach the topic from a different perspective. If you have a blog post about the benefits of a particular product, consider writing a case study showcasing how a customer used that product successfully.
- Combine and Conquer: Merge several related pieces of dinosaur content into a comprehensive guide or resource. This creates a more valuable and in-depth piece of content.
- Repurpose into Different Formats: Transform your old blog post into a video, infographic, or podcast episode. This allows you to reach a wider audience and cater to different learning styles.
Why Repurposing Matters to Google
Google loves to see websites that are actively creating fresh, high-quality content. But they also appreciate websites that take the time to improve their existing content. By repurposing your dinosaur content, you’re sending a positive signal to Google that you’re committed to providing valuable and up-to-date information.
The 2:1 Approach to Content Improvement
To maximize your SEO efforts, adopt a 2:1 approach to content improvement. For every two new pieces of content you create, go back and improve one older piece. This ensures that your website maintains a healthy balance of fresh and updated content.
Preserving Your Content’s History
When updating your dinosaur content, don’t change the URL or the original publication date. Google values the historical data associated with your content. Simply update the content itself and republish it with the current date. This shows Google that you’re maintaining the integrity of your content while keeping it relevant.
Maximizing Your Content’s Visibility
To ensure your repurposed content gets noticed, consider these additional tips:
Promote Your Updated Content
- Share it on social media: Announce your updated content on your social media channels and encourage your followers to check it out.
- Reach out to relevant websites: If you’ve mentioned any websites or resources in your updated content, let them know. They might share your content with their audience.
- Include internal links: Link to your repurposed content from other relevant pages on your website. This helps Google understand the context of your content and improves its visibility.
Optimize for User Experience
- Improve readability: Break up long paragraphs, use headings and subheadings, and incorporate visuals to make your content more engaging.
- Ensure mobile-friendliness: Make sure your content is easily accessible and readable on all devices, including smartphones and tablets.
- Enhance loading speed: Optimize your images and code to ensure your pages load quickly. Slow loading times can negatively impact your search rankings and user experience.
Turning Fossils into Treasures
By repurposing your dinosaur content, you’re not just giving it a new lease on life; you’re transforming it into a valuable asset for your website. With a little creativity and effort, you can turn those old fossils into SEO treasures that attract traffic, engage your audience, and boost your online visibility.
People also ask
You’ve got questions about repurposing content, and I’ve got answers! Here are some common questions about breathing new life into your old content:
How do I identify dinosaur content on my website?
To identify dinosaur content, start by analyzing your website analytics. Look for pages with declining traffic, low engagement rates, and outdated information. You can also use tools like Google Search Console to identify pages with low click-through rates or poor search rankings. Prioritize pages with valuable backlinks that can benefit from a refresh.
How often should I repurpose my content?
The frequency of content repurposing depends on factors like your industry, content type, and audience engagement. As a general rule, review your content every 6-12 months to identify opportunities for updates and improvements. Prioritize evergreen content that remains relevant over time and can benefit from periodic refreshes.
Can I repurpose content from other websites?
Repurposing content from other websites requires careful consideration of copyright laws and ethical practices. Always seek permission from the original author or copyright holder before repurposing any content. Additionally, ensure you add your unique perspective and insights to the repurposed content, rather than simply duplicating it.
Should I delete my old content if it’s no longer relevant?
Before deleting old content, assess its value and potential for repurposing. If the content is outdated or irrelevant and cannot be repurposed, consider deleting it or redirecting it to a more relevant page. However, if the content has valuable backlinks, try to repurpose it or update it to retain its SEO value.
How can I measure the success of my content repurposing efforts?
To measure the success of your content repurposing efforts, track key metrics like website traffic, engagement rates, and search rankings. Compare the performance of your repurposed content before and after the update. Additionally, monitor social media shares, comments, and backlinks to gauge audience response and content reach.
What are some common mistakes to avoid when repurposing content?
Common mistakes to avoid when repurposing content include simply republishing the old content without any updates, neglecting to promote the updated content, and failing to optimize the content for user experience. Ensure your repurposed content is fresh, engaging, and easily accessible to your target audience.
Can I use AI tools to help with content repurposing?
Yes, AI tools can be valuable allies in your content repurposing journey. AI writing assistants can help you generate fresh content ideas, rephrase existing content, and identify areas for improvement. AI-powered SEO tools can analyze your content’s performance and suggest optimization strategies.
Is it necessary to update the publication date when repurposing content?
While updating the publication date is not mandatory, it can signal to both users and search engines that your content is fresh and relevant. However, ensure you preserve the original publication date to maintain the content’s historical value and avoid any confusion. Consider adding a note indicating when the content was last updated.
How can I ensure my repurposed content aligns with my current content strategy?
Before repurposing any content, review your current content strategy and ensure the updated content aligns with your goals and target audience. Consider the overall tone, style, and messaging of your website and ensure the repurposed content seamlessly integrates with your existing content ecosystem.
What are some creative ways to repurpose visual content like infographics?
Infographics can be repurposed in various creative ways. You can extract key data points and create social media posts, break down the infographic into smaller visuals for presentations or blog posts, or even transform it into a video animation. The key is to adapt the visual content to different formats and platforms while retaining its core message and value.