The Remarkable SEO Power of Republishing

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Rand's presentation on how to re-use and recycle content, update existing content, and earn better rankings and visibility.

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
The Remarkable SEO Power of
Republishing

Take an existing
piece of content
Re-create a part
or the whole
Create additional traffic,
reach, and/or rankings
X
Xa
Xb
Xc
3X

Links that Can Help Rankings
A few days prior to these links, the
book’s website wasn’t on page 1

Reinvigorate Valuable but Stale Content
Via NYTimes
Each election cycle, the
NYTimes recreates
interactive and visual
elements to show updates
and possible/likely
scenarios

Effort Could Have Gone to New Content
Via Cinemagraphs

Loss ofAbility to Own Conversion Funnel
Via SoFi

Loss ofAbility to Use Cookies
Via Moz & Wordstream

The Version That Ranks May Not
Be the One You Want

A) You Need a Handful of Diverse Links to Rank the
Original Version
I’m almost there. A few more links
would likely get me into the top 3

B) You Can’t Reach this Platform’sAudience as
Effectively through Other Means
If I want to reach web
designers & UX folks,
there’s no better way
than getting an article
on SmashingMagazine
Via Smashing Magazine

C) Content Reach is More Important than Direct
Conversions
I could have put this on my own
blog, but even if Lifehacker’s
version outranks my original, it will
reach a vastly broader audience

D) Republishing Is Your Best Chance to
Stay Competitive / Top-of-Mind
Anytime you see months or
years in search suggest, it’s
likely that an older piece
won’t rank competitively
against a newer one.

Concept: A remarkable piece of timely content,
updated at regular intervals
Keys to Execution:
Content is initially compelling, useful, & relevant
Can be reproduced w/ continually valuable results
Change over time makes subsequent versions
even more compelling

FiveThirtyEight NBAPredictions
Via FiveThirtyEight

BTW – this is why the Warriors are so good:

KPCB’sAnnual Internet Trends Deck
Via KPCB

Largest Vocabularly in Hip-Hop?
Via Poly-graph
The tactic wasn’t as
successful here b/c the
value of updates wasn’t
substantive or newly
interesting enough to
re-generate the initial
launch’s buzz

Keys to Execution:
Content is useful/interesting to multiple
geographies
It’s possible to get relevant/high-quality info to
satisfy each local audience
Local competition hasn’t yet dominated the space
Concept: Geo-focused or single-language
content that can be expanded to new regions

Local Rent vs. Buy Calculators?
Via Guild Mortgage
Doesn’t work because
national calculators
are just as good or
better than region-
specific ones.

Keys to Execution:
Broad enough quantity of data/content to warrant
multiple pieces based on the original source
Niche has a healthy supply of interest & publishers
Helps if new/unique info is being
discovered/revealed over time
Concept: Expansive content that has
numerous sub-content opportunities

How the Internet Talks
Via FiveThirtyEight

Keys to Execution:
You can ensure your original ranks in Google
You’re OK losing some links/citation/control of
experience in exchange for eyeballs
External editors will accept a copy of your work
Concept: Replicate popular/timely/relevant
content on other publishers’ sites

First Comes Smarts, Then Comes Hustle
Via GaryV

For More on Reusing Content, Check outAleyda
Solis’Excellent Post:
Via Aleyda

NOTE:
This is a tactic. Not a strategy.Abuse it,
& Google will eventually make it much
harder.

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/randrepublish

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