SEO
Re-package Your Best Content for More Exposure (and Links)
Your best content doesn’t have to live only once. If you have managed to create something awesome that resonated with the audience, go ahead and make the most of it.
Re-purposing or re-packaging an article means giving it another form and format based on the exiting content and research. By re-packaging, you spread your article even further. You expose it to new audiences; you allow to download it and save for further reference.
Repackaging is one of the most powerful content marketing tactics. It does require time, effort and inspiration but it pays back with more exposure, links and recognition. This post is about different ways to re-package your content to give it wings. This post means to inspire.
1. Presentations
You can turn almost any article into the PowerPoint presentation:
- Collect all the screenshots and put them into a pretty slideshow;
- Turn your list part into an appealing presentation;
- Create an easy-to-digest summary of your article (move the key points into the presentation);
- Move any statistics data or case studies you are mentioning to the presentation (to make your point clearer); etc
Tools to promote:
Slideshare | Social media friendly: LinkedIn and Facebook applications (presentations are easy to promote); Huge community (more exposure). |
Helpful tips!
If you consider using SlideShare to expand your content reach, be sure to go through these tips on promoting your presentations on Slideshare. Some most useful tips include:
- Don’t forget your keywords (and put them in tags and presentation title);
- Take part in SlideShare contests (like this World’s Best Presentation Contest)
- Create a group that’s exclusive to your brand and advertise your product or services
- Integrate some sound into your presentation with Slidecasting
- Launch a channel (Check out some of the newest channels and contact SlideShare for details on how to get started.)
Example?
Back in 2008, when I was doing my very first guest post for SEJ, I got so excited that decided to find a prettier way to share my guest post with my personal blog audience. So I came up with the short but pretty (and surprisingly well-branded) presentation to embed to my blog:
2. eBooks and PDF’s
Like with presentations, you can always re-package your content into PDF’s to let users download it and view on iPad, share with friends and save locally for further reference:
- Re-organize your tips into one-page cheat sheet;
- Re-arrange your article to create a mini eBook;
- Interview a few really prominent people on the topic of your post and collect the interview into an eBook;
- Collect related statistics to create a white paper.
Best tool to promote:
Scribd | Heavy Facebook integration (login and reading recommendations via Facebook) which gives your content more social media exposure; Huge community. |
I have a larger list in this post on sharing your (SEO) documents. There are also eBook sharing and reviewing sites like GetFreeEbooks you can try to use to increase exposure of your content.
Here’s also a very sweet tip on how to promote your eBook which I thoroughly enjoyed because it is very practical and genuine. Here’s an excellent article on eBook revolution from DirJournal web directory.
With marketing automation platform like GetResponse you can also turn your how-to article into a series of emails targeting your readers who chose to download the PDF guide.
Example?
I have mentioned this in my 3-R post, but I decided to include it here just because I really enjoyed the execution. Allison Boyer re-crafted her The 12 Days of Blogging 2010 series into an appealing eBook: each page of the eBook is dedicated to one prominent blogger with the citation from his article and Allison’s comment below it.
3. Cheatsheets
If you want to give your content some huge exposure, consider creating a useful cheat sheet or a quick-reference guide – that always results in insane popularity because people love sharing and printing out cheat sheets that offer an easy way to remember and use complex guidelines.
Tools to promote:
Quickly Code | Internet (including HTML, search and typography) |
Note: Cheat sheets are very easy to promote via blogger outreach. Most bloggers (including myself) love sharing and creating round-ups of relevant and useful reference guides – so just take some time looking for such bloggers in your niche.
Example?
Ian Lurie did an awesome guest post at Moz and then followed up with this equally awesome Google Analytics Cheatsheet containing both basic and advanced tips on setting up the proper tracking. Obviously, he now owns Google SERPs for [Google Analytics Cheatsheet] term and also enjoys plenty of backlinks naturally flowing in (including mine):
4. Screencasts
If you (like myself) tend to shy away from creating a screencast, let me tell you that today it seems to be as easy as making a screenshot:
- Here’s one fun free tool I shared previously that makes screencasting fun.
- You can convert your PowerPoint presentation into a video as well!
By creating a screencast showing what you are explaining in the post you will cater for “visual learning” part of your audience. Besides, you’ll be able to increase your content exposure to highly popular online video sharing websites.
Tools to promote?Video sharing websites are plenty. Of course, I suggest focusing your efforts to max 5: you will get extra exposure only if you develop and promote your profiles at the selected video sharing websites (instead of trying to distribute your video to hundreds of them). Video social media websites work like any social networks: you need to commit to get noticed there!
Youtube | It’s huge and very active. |
5. Infographics (and Other Image Content)
If you take time creating some pretty charts, venn diagrams or other types of infographics, be sure to promote those separately.
Here are some free tools to help you quickly create useful infographic. Here are also a few great data visualization WordPress plugins.
But not only infographics are worth sharing. If you have created a good collection of screenshots, for example, share and promote your collection as well!
Best tool to promote?
Flickr | It is fairly easy to get ranked high in Creative Commons search results. |
There are many cool ways to promote an infographic. Also learn how I promoted my infographic here. Don’t forget to use best image SEO practices to generate extra organic visibility from Google image search and Google’s image carousels.
Example?
When I was launching MyBlogGuest, it struck me that not all people actually were familiar with the concept of guest blogging, so I created a short intro to explain what it was all about and one of our members did a great job visualizing the concept through infographic (which became a powerful independent piece of content).
Do you re-package your content? I’d love to know your tips and favorite tools!
cc licensed flickr photo shared by balanced.crafts
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SEO
HARO Has Been Dead for a While
I know nothing about the new tool. I haven’t tried it. But after trying to use HARO recently, I can’t say I’m surprised or saddened by its death. It’s been a walking corpse for a while.
I used HARO way back in the day to build links. It worked. But a couple of months ago, I experienced the platform from the other side when I decided to try to source some “expert” insights for our posts.
After just a few minutes of work, I got hundreds of pitches:
So, I grabbed a cup of coffee and began to work through them. It didn’t take long before I lost the will to live. Every other pitch seemed like nothing more than lazy AI-generated nonsense from someone who definitely wasn’t an expert.
Here’s one of them:
Seriously. Who writes like that? I’m a self-confessed dullard (any fellow Dull Men’s Club members here?), and even I’m not that dull…
I don’t think I looked through more than 30-40 of the responses. I just couldn’t bring myself to do it. It felt like having a conversation with ChatGPT… and not a very good one!
Despite only reviewing a few dozen of the many pitches I received, one stood out to me:
Believe it or not, this response came from a past client of mine who runs an SEO agency in the UK. Given how knowledgeable and experienced he is (he actually taught me a lot about SEO back in the day when I used to hassle him with questions on Skype), this pitch rang alarm bells for two reasons:
- I truly doubt he spends his time replying to HARO queries
- I know for a fact he’s no fan of Neil Patel (sorry, Neil, but I’m sure you’re aware of your reputation at this point!)
So… I decided to confront him 😉
Here’s what he said:
Shocker.
I pressed him for more details:
I’m getting a really good deal and paying per link rather than the typical £xxxx per month for X number of pitches. […] The responses as you’ve seen are not ideal but that’s a risk I’m prepared to take as realistically I dont have the time to do it myself. He’s not native english, but I have had to have a word with him a few times about clearly using AI. On the low cost ones I don’t care but on authority sites it needs to be more refined.
I think this pretty much sums up the state of HARO before its death. Most “pitches” were just AI answers from SEOs trying to build links for their clients.
Don’t get me wrong. I’m not throwing shade here. I know that good links are hard to come by, so you have to do what works. And the reality is that HARO did work. Just look at the example below. You can tell from the anchor and surrounding text in Ahrefs that these links were almost certainly built with HARO:
But this was the problem. HARO worked so well back in the day that it was only a matter of time before spammers and the #scale crew ruined it for everyone. That’s what happened, and now HARO is no more. So…
If you’re a link builder, I think it’s time to admit that HARO link building is dead and move on.
No tactic works well forever. It’s the law of sh**ty clickthroughs. This is why you don’t see SEOs having huge success with tactics like broken link building anymore. They’ve moved on to more innovative tactics or, dare I say it, are just buying links.
Sidenote.
Talking of buying links, here’s something to ponder: if Connectively charges for pitches, are links built through those pitches technically paid? If so, do they violate Google’s spam policies? It’s a murky old world this SEO lark, eh?
If you’re a journalist, Connectively might be worth a shot. But with experts being charged for pitches, you probably won’t get as many responses. That might be a good thing. You might get less spam. Or you might just get spammed by SEOs with deep pockets. The jury’s out for now.
My advice? Look for alternative methods like finding and reaching out to experts directly. You can easily use tools like Content Explorer to find folks who’ve written lots of content about the topic and are likely to be experts.
For example, if you look for content with “backlinks” in the title and go to the Authors tab, you might see a familiar name. 😉
I don’t know if I’d call myself an expert, but I’d be happy to give you a quote if you reached out on social media or emailed me (here’s how to find my email address).
Alternatively, you can bait your audience into giving you their insights on social media. I did this recently with a poll on X and included many of the responses in my guide to toxic backlinks.
Either of these options is quicker than using HARO because you don’t have to sift through hundreds of responses looking for a needle in a haystack. If you disagree with me and still love HARO, feel free to tell me why on X 😉
SEO
Google Clarifies Vacation Rental Structured Data
Google’s structured data documentation for vacation rentals was recently updated to require more specific data in a change that is more of a clarification than it is a change in requirements. This change was made without any formal announcement or notation in the developer pages changelog.
Vacation Rentals Structured Data
These specific structured data types makes vacation rental information eligible for rich results that are specific to these kinds of rentals. However it’s not available to all websites. Vacation rental owners are required to be connected to a Google Technical Account Manager and have access to the Google Hotel Center platform.
VacationRental Structured Data Type Definitions
The primary changes were made to the structured data property type definitions where Google defines what the required and recommended property types are.
The changes to the documentation is in the section governing the Recommended properties and represents a clarification of the recommendations rather than a change in what Google requires.
The primary changes were made to the structured data type definitions where Google defines what the required and recommended property types are.
The changes to the documentation is in the section governing the Recommended properties and represents a clarification of the recommendations rather than a change in what Google requires.
Address Schema.org property
This is a subtle change but it’s important because it now represents a recommendation that requires more precise data.
This is what was recommended before:
“streetAddress”: “1600 Amphitheatre Pkwy.”
This is what it now recommends:
“streetAddress”: “1600 Amphitheatre Pkwy, Unit 6E”
Address Property Change Description
The most substantial change is to the description of what the “address” property is, becoming more descriptive and precise about what is recommended.
The description before the change:
PostalAddress
Information about the street address of the listing. Include all properties that apply to your country.
The description after the change:
PostalAddress
The full, physical location of the vacation rental.
Provide the street address, city, state or region, and postal code for the vacation rental. If applicable, provide the unit or apartment number.
Note that P.O. boxes or other mailing-only addresses are not considered full, physical addresses.
This is repeated in the section for address.streetAddress property
This is what it recommended before:
address.streetAddress Text
The full street address of your vacation listing.
And this is what it recommends now:
address.streetAddress Text
The full street address of your vacation listing, including the unit or apartment number if applicable.
Clarification And Not A Change
Although these updates don’t represent a change in Google’s guidance they are nonetheless important because they offer clearer guidance with less ambiguity as to what is recommended.
Read the updated structured data guidance:
Vacation rental (VacationRental) structured data
Featured Image by Shutterstock/New Africa
SEO
Google On Hyphens In Domain Names
Google’s John Mueller answered a question on Reddit about why people don’t use hyphens with domains and if there was something to be concerned about that they were missing.
Domain Names With Hyphens For SEO
I’ve been working online for 25 years and I remember when using hyphens in domains was something that affiliates did for SEO when Google was still influenced by keywords in the domain, URL, and basically keywords anywhere on the webpage. It wasn’t something that everyone did, it was mainly something that was popular with some affiliate marketers.
Another reason for choosing domain names with keywords in them was that site visitors tended to convert at a higher rate because the keywords essentially prequalified the site visitor. I know from experience how useful two-keyword domains (and one word domain names) are for conversions, as long as they didn’t have hyphens in them.
A consideration that caused hyphenated domain names to fall out of favor is that they have an untrustworthy appearance and that can work against conversion rates because trustworthiness is an important factor for conversions.
Lastly, hyphenated domain names look tacky. Why go with tacky when a brandable domain is easier for building trust and conversions?
Domain Name Question Asked On Reddit
This is the question asked on Reddit:
“Why don’t people use a lot of domains with hyphens? Is there something concerning about it? I understand when you tell it out loud people make miss hyphen in search.”
And this is Mueller’s response:
“It used to be that domain names with a lot of hyphens were considered (by users? or by SEOs assuming users would? it’s been a while) to be less serious – since they could imply that you weren’t able to get the domain name with fewer hyphens. Nowadays there are a lot of top-level-domains so it’s less of a thing.
My main recommendation is to pick something for the long run (assuming that’s what you’re aiming for), and not to be overly keyword focused (because life is too short to box yourself into a corner – make good things, course-correct over time, don’t let a domain-name limit what you do online). The web is full of awkward, keyword-focused short-lived low-effort takes made for SEO — make something truly awesome that people will ask for by name. If that takes a hyphen in the name – go for it.”
Pick A Domain Name That Can Grow
Mueller is right about picking a domain name that won’t lock your site into one topic. When a site grows in popularity the natural growth path is to expand the range of topics the site coves. But that’s hard to do when the domain is locked into one rigid keyword phrase. That’s one of the downsides of picking a “Best + keyword + reviews” domain, too. Those domains can’t grow bigger and look tacky, too.
That’s why I’ve always recommended brandable domains that are memorable and encourage trust in some way.
Read the post on Reddit:
Read Mueller’s response here.
Featured Image by Shutterstock/Benny Marty
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