Contrary to what many people may believe, Google and the other major search engines do not look down on
republished content that you republish under certain criteria.
As a matter of fact, a business with a good content strategy has a great opportunity for additional exposure and trust building with the major search engines in this space.
In this article, The Rewards of Republishing Your Content; Why You Come Out on Top, we discuss just a few of the rewards of republishing your content.
Wait At Least Two Weeks after the Original Content is Published to Republish Content.
Two similar articles on top of each other confuses the major search engines.
They are unsure which article is the original.
When Google cannot determine this, it punishes both articles.
Think of Google like a teacher who gets identical papers from two students at the same time.
Which student deserves punishment?
There is no way to tell, so the teacher must punish both of them.
Let readers know that there is an original publication through a sentence at the beginning of the republished article.
This helps your audience understand the order of publication.
Change the Title of the Post When It Is Republished.
Changing the title of the post ensures that the major search engines will index it differently from the original post.
Although Google will recognize the content as similar, it will give the new publication the respect that it deserves as a republished item without penalizing it for plagiarism.
You can easily gain more exposure posting your original articles on
your social media profiles, especially if that republished article points to a reputable media distribution source.
However, make sure that you always change the title.
Repurpose All of Your Long Form Content.
If you have written an e-book, one of the easiest and most effective ways to market that product is to break down your best sections into individual articles.
You can then republish these articles on relevant distribution channels with outbound, one-way links pointing back to the original e-book.
The advantages are threefold:
First of all, you gain a valuable link profile that Google uses to assess the original content.
If you build this link profile consistently with republished content, Google will consider the original content more important and rank it higher in search results.
Secondly, you gain more exposure for the text of your e-book. Use the distribution networks that have already built up trust with the major search engines to help market your content to a wider audience.
Third, you build relationships with influential bloggers who are always looking for new content.
Once they know that you have more content on hand, they will more likely call you in the future for that content, increasing your exposure.
Use Old Content to Inspire New Content.
For some reason, you may have post-traumatic stress syndrome from the time when Google punished all content that looked similar to a previously published article.
Fear not; there is still a way that you can use old content to save time on new content.
Study Google Analytics and find out which previously published articles performed best.
Use these topics to write ancillary articles with different text. If your keyword profile in the new article is similar, Google will begin to associate your name with that keyword.
This trust increases your search ranking for those keywords, improving exposure.
If you have a product or service to sell, you’re probably reading, thinking and talking about creating buyer personas.
Today’s buyers like to sit in the driver’s seat and do their own research online.
How can creating buyer personas benefit your marketing strategy?
Click here and learn how to find out.
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