How can you repurpose and recycle content for SEO during a content audit?

1 Identify your best and worst content

The first step is to evaluate your current content and identify which pieces are performing well and which ones are underperforming or hurting your SEO. You can use tools like Google Analytics, Google Search Console, or a content audit tool to analyze your content metrics, such as traffic, conversions, bounce rate, dwell time, rankings, and backlinks. You want to focus on the content that has high potential, high value, or high risk. Potential means it can be improved to rank better or convert more. Value means it already drives significant results or has evergreen relevance. Risk means it has outdated information, low quality, or technical issues.

2 Decide how to repurpose or recycle your content

The next step is to decide how to repurpose or recycle your content based on your goals, audience, and resources. Repurposing means transforming your content into a different format or channel, such as turning a blog post into a video, podcast, infographic, or ebook. Recycling means updating, combining, or splitting your content to make it more relevant, comprehensive, or user-friendly, such as adding new data, images, keywords, or links, merging similar topics, or creating subtopics. You want to choose the best option for each piece of content depending on its performance, purpose, and potential.

3 Create and optimize your new content

The third step is to create and optimize your new content using the best practices for each format and channel. You want to make sure your new content is high-quality, original, engaging, and useful for your audience. You also want to optimize it for SEO by using relevant keywords, titles, headings, meta tags, images, and links. You want to avoid duplicate content issues by using canonical tags, redirects, or noindex tags where appropriate. You also want to promote your new content through social media, email marketing, or other platforms to increase its visibility and reach.

4 Monitor and measure your results

The final step is to monitor and measure your results and see how your repurposed and recycled content is performing. You want to track your content metrics, such as traffic, conversions, bounce rate, dwell time, rankings, and backlinks, and compare them with your previous or original content. You want to see if your new content is achieving your goals, attracting new audiences, or improving your SEO performance. You also want to identify any issues, gaps, or opportunities for further improvement or repurposing.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?