In with the Old – Why You Should Re-Optimise Your Long-Form Content for Improved Ranking

The web has too much content on it. Who knew, right? With all the other how-to guides and top trend articles out there, it can be tough to break through the noise and land on that coveted first page of search results. It’s tempting to churn out as much content as possible, fling it out into the world, and just hope that it performs decently. Well, no more! Take those fingers away from your keyboard. Close that half-finished rehash of an article you’ve already written in a thousand different ways. It’s high time you hopped onto the latest trend in B2B marketing: Re-optimisation.

Here’s the hard truth. Spamming SERP with new content won’t magically land you on the first page of results. Producing brand new content has its drawbacks. You start from scratch with external link accrual and have to wait around for Google to rank and index your page. You’re a busy person. You can’t just hang about until your great content is recognised and as we’re all too aware; if you’re not ranking in the first three spots, you may as well not rank at all.

Let’s take a look at all your old long-form posts instead. They’ve already got a solid URL structure, well-earned link equity, and a solid ranking position. By re-optimising this content, you get to build upon what you already have and make it even better! But how do you make your sparkling content shine even more? The internet moves at a break-neck pace, which means your content could probably do with some updating. Here are some ideas to get you started:

1. Get the latest data

Odds are that your content from only a couple months ago is lagging behind the times. There’s always some more recent, more relevant data or stats that will help boost your post. Google takes into account the ‘freshness’ of your page as a part of its ranking algorithm, so it’s always a good idea to keep updating content.

2. Add new media

Make sure your content is easy to digest by breaking up those big walls of text with a relevant photo, chart, or short video. Not only is it easier on the eyes, but it’s also been repeatedly proven that a well-placed piece of media can more than double your user engagement – and who doesn’t want that?

3. Keep on top of links

You’re loving an article. You want to know more. You click on a link, and… It’s broken. There’s nothing more frustrating than an outdated link. Not to mention the fury of being met with a broken internal link or a wonky 404 page. Keep your readers hooked into your site with reliable links and a working website. Minimise your broken internal and outbound links, as well as wonky 404 pages, by reviewing them regularly.

4. Insert new keywords

Whilst incredibly copy is always king, it’s just as important that a couple of well-chosen keywords are scattered about. Don’t be tempted to add every keyword under the sun, though. You’re after quality, not quantity. Be sure to continually research and update with the best keywords. Naturally slip them into your titles, meta, and the first 100 words of your copy, so you’ll be ranking high in no time.

Long-form content is quickly becoming a favourite of B2B brands for this very reason. Informative articles, handy how-to guides, and attention-grabbing listicles are all primed for re-optimisation. With only a few minor adjustments, they’re easily flung into high rankings time and time again. So, stop wasting time with new, repetitive posts and get acquainted with the best friend of busy marketers: Re-optimised content.


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