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

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

2. Slides online at
bit.ly/randrepublish

3. Republishing Basics

4. 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

5. The Value of Republishing

6. Targeted Distribution &
Reach

7. The Chance to Reach a NewAudience

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

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

10. Drawbacks to
Consider

11. Effort Could Have Gone to New Content
Via Cinemagraphs

12. Loss ofAbility to Control UX
Via Medium

13. Loss ofAbility to Own Conversion Funnel
Via SoFi

14. Loss ofAbility to Use Cookies
Via Moz & Wordstream

15. Content &Audience Fatigue

16. The Version That Ranks May Not
Be the One You Want

17. When is Republishing Most
Useful

18. 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

19. 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

20. 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

21. 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.

22. 4 Powerful Tactics for
Republishing

23. #1: The Semi-Regular
Update

24. 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

25. FiveThirtyEight NBAPredictions
Via FiveThirtyEight

26. BTW – this is why the Warriors are so good:

27. Ranking Factors Survey
Via Moz

28. KPCB’sAnnual Internet Trends Deck
Via KPCB

29. 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

30. #2: The Localization

31. 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

32. Beginner’s Guide to SEO
Via Moz

33. Eater’s Top 38
Via Eater

34. AirBnB Neighborhood Guides
Via AirBnB

35. OysterAward-Winning Hotels
Via Oyster

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

37. #3: The Spawn of
Big Content

38. 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

39. Mozcast
Via Mozcast

40. How the Internet Talks
Via FiveThirtyEight

41. IFixIt Guides
Via IFixIt

42. Top Marketing Blogs?
Via Inbound.org

43. #4: Distribution Platform
Republishing

44. 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

45. Hubris Bubble
Via Ian Landsman

46. First Comes Smarts, Then Comes Hustle
Via GaryV

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

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

49. X
Xa
Xb
Xc
3X
Go Forth & Republish!

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