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5 Ways To Reboot and Reoptimize Old Content For Omnichannel SEO

5 Ways To Reboot and Reoptimize Old Content For Omnichannel SEO

5 Ways To Reboot and Reoptimize Old Content For Omnichannel SEO

As search engine algorithms and platforms continue to progress, it’s crucial to know how to optimize existing contingent to ensure maximum reach. Rebooting old content helps address keyword evolution, enhancing their relevance and value for audiences. Let’s break down 5 effective ways to help you step up your reoptimization efforts.

Search engines favor fresh and unique content, so it’s time to work with the algorithms to create web content that stands out from the crowd and climbs the rankings.

Many businesses feel the need to churn out a never-ending stream of content to drive traffic to their sites and maintain a continuous flow of articles, but what if we said the trick to omnichannel content could be right under your nose?

Find top-notch SEO firms on The Manifest and match with the right team to help your website.

The Role Of Omnichannel SEO

Most businesses have an existing bank of content, whether that be blogs, articles, or whitepapers, built up over the years. Once it has been published, it can be easy to let it do its job and forget about it completely.

Instead, old content should be repurposed to give it a new lease of life and maximize the SEO benefits.

When striving to connect with your audience across multiple channels, omnichannel SEO is a necessity. By refreshing and optimizing content, it can be repurposed to suit different channels and used within an omnichannel campaign.

Companies with omnichannel customer engagement strategies are shown to retain 89% of their customers, bringing nearly six times more sales than channel marketing. Optimizing content for various touch points not only helps to capture consumers' attention but also improves search engine rankings and increases online visibility.

In this article, we explore five key ways to reboot and reoptimize your old website content, repurposing it as part of a timeless omnichannel SEO strategy.

Undergo a Content Audit

A content audit consists of analyzing existing content to see how it is performing, identifying areas that are successful, and areas in which improvements are required.

Website content and blog posts are timely and require time, expertise, and creativity to create. Instead of continually churning out new content to reach your business goals, revisiting existing content and analyzing the data is an invaluable approach that can help you take charge of your content strategy.

How to Carry Out a Content Audit

To get started, list all existing content on a site. It is often easiest to use a spreadsheet for this, which includes columns for the page title, URL, date of publication, and key performance metrics.

Google Analytics provides vital insights that can be used to measure a page's success. Note key metrics such as traffic, bounce rate, engagement rate, and conversion rate. Then, highlight any pages that have particularly effective results and those that are not performing well.

When it comes to pages that have not been a success, ask yourself why this might be: Did you miss the boat with a time-sensitive topic? Is the article poorly written? Is there a lack of SEO tactics?

Once you have decided on the pages that could benefit from reoptimization, you can start working through the list.

Refresh Existing Content

As content ages, it loses its relevance, and both users and search engines can be put off. Back in 2011, Google released a new ‘Freshness’ update and announced that this was to give “fresher, more recent search results.” This practice still stands, and even for content that once ranked well, credibility starts to drop as time goes on.

By updating a web page or repurposing an old blog, you not only add new information that brings the content back up to date but also show search engines that you are keeping up with the industry and providing useful content.

To give content that needs to be refreshed, start by looking for any new information that could provide fresh insights. That could be any new data, recent brand case studies, or industry updates.

Looking at new ways to reformat blog posts could also transform the content. If the page is made up of large chunks of text or lacks images or infographics, consider how you could make the user experience more engaging. Adding bullet points, creating more subheadings, or introducing quotes could really help elevate your post.

5 Ways To Reboot and Reoptimise Old Content For Omnichannel SEO

Source: Backlinko

As we can see from the chart above, ‘how-to articles’ and ‘lists’ top the chart as the most popular blogging formats.

Optimize On-Page SEO

SEO plays a huge role in the page's success, having the potential to make all the difference in search engine rankings.
The top organic search result receives an average of 19x more clicks than the top paid search result, so implementing an effective SEO strategy can really help drive traffic to your website.

How To Enhance SEO

When reoptimizing old content, look at the keywords used on the page and check to see whether they are still relevant. Search volume could have changed drastically since the content was first written, and new trends could have arisen.

Consider using a landing page builder to create targeted landing pages that incorporate common SEO practices and create a positive user experience:

  • The page should include images to appeal more to users and include alt text that informs search engines what the image depicts.
  • Each page should have a meta title and meta description. These should accurately summarize the contents of the web page and incorporate keywords and enticing language.
  • A strong linking structure should include both internal page links and links to relevant external sites. This helps to build up site authority and show relevance.

Adjust For Different Channels

Omnichannel SEO offers the opportunity to repurpose content across multiple platforms to increase reach and create a more well-rounded campaign. 

Research shows that 80% of customers prefer omnichannel strategies due to the seamless communication experience. By reaching consumers across various channels, whether that be social media, PPC advertising, or email marketing, you can reach them at multiple touchpoints and drive them towards your website landing page.

By sharing links to your blog posts across other marketing channels, you can reach different audiences in different ways. For example, if your Instagram channel has a younger demographic, using a more casual tone and bold imagery will resonate more than an article snippet posted on LinkedIn. 

Once a blog post exists, there are endless ways to repurpose it. Use the content to create infographics or videos, and pick out small sections to post across social media channels, send out in an email newsletter, or incorporate into influencer collaborations.

5 Ways To Reboot and Reoptimise Old Content For Omnichannel SEO

Source: Panoramata

The example above is a representation of how a blog post is promoted via an email newsletter. 

Keep An Eye On Results

Web analytics provide invaluable insights that allow you to track how your content is performing. By seeing what works and what doesn’t, you can better tailor your content strategy and focus on the tactics that deliver results.

Keep an eye on key engagement metrics such as traffic, bounce rate, click-through rate, and conversion rate. 

5 Ways To Reboot and Reoptimise Old Content For Omnichannel SEO

  • Traffic shows which pages your website visitors find most, highlighting the services or products that seem to be most in demand.
  • The bounce rate is a great indicator of whether your article is engaging enough on first impressions.
  • The click-through rate is a great way to measure your omnichannel approach, as it shows which platforms people are clicking through to your website from.
  • The conversion rate is an indicator of whether your marketing strategy is working. It can indicate whether or not people are carrying out the desired actions, whether that be a sale, an inquiry, or a mailing list sign-up.

The Future Of Your Content Strategy

In an online world where search engine algorithms are forever changing, it is more important than ever to stay on top of your omnichannel SEO.

Revisiting old content has the potential to not only save time, but deliver impressive results.

Keeping an eye on metrics and spotting areas for improvement will allow you to maintain a strong online content portfolio, positioning your brand as a reputable and knowledgeable information source for both users and search engines.

By regularly following the five steps outlined in this article, you can give your outdated content much-needed refresh and drive meaningful traffic to your website.

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