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

Slides online at
bit.ly/randrepublish

Republishing Basics

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

The Value of Republishing

Targeted Distribution &
Reach

The Chance to Reach a
NewAudience

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

Drawbacks to
Consider

Effort Could Have Gone to
New Content Via Cinemagraphs

Loss ofAbility to Control UX
Via Medium

Loss ofAbility to Own Conversion
Funnel Via SoFi

Loss ofAbility to Use Cookies
Via Moz & Wordstream

Content &Audience Fatigue

The Version That Ranks May
Not Be the One You Want

When is Republishing Most
Useful

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.

4 Powerful Tactics for
Republishing

#1: The Semi-Regular
Update

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:

Ranking Factors Survey
Via Moz

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

#2: The Localization

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

Beginner’s Guide to SEO Via
Moz

Eater’s Top 38
Via Eater

AirBnB Neighborhood Guides
Via AirBnB

OysterAward-Winning Hotels
Via Oyster

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

#3: The Spawn of Big
Content

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

Mozcast
Via Mozcast

How the Internet Talks Via
FiveThirtyEight

IFixIt Guides
Via IFixIt

Top Marketing Blogs?
Via Inbound.org

#4: Distribution Platform
Republishing

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

Hubris Bubble
Via Ian Landsman

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.

X Xa Xb Xc 3X
Go Forth & Republish!

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