Content marketers know that digital content needs to be engaging, relevant and published somewhat regularly. Optimization of content is important for search rankings and it should be part of any digital strategy. Many professionals miss the opportunity by not optimizing content that already exists and is published on the website. Older content can be repurposed and revisited with the goal of optimization. Some of the things that were published in the past can be expanded and made more relevant, without much investment of time or resources.
- You can re-optimize your existing blog posts but before doing so you want to make sure you have a target audience you're aiming the reoptimization to be for.
- You can go back to your old content and expand it by making it longer with new and more updated information and research.
- Use internal linking on your website via landing pages as the closer pages are to your root domain, the better they perform.
"Leveraging your own existing content on the website is one of the lowest hanging fruits in the world of SEO."