How can marketers leverage existing content to take advantage of SEO opportunities?
I have two favorite ways to use existing content to take advantage of SEO opportunities. The first one is to look for evergreen content that doesn’t really move KPIs. For example, I love to find a blog post that drives thousands of visits and doesn’t really drive many leads. Chances are that post does a great job answering a searcher’s question and that’s why it is receiving loads of organic traffic. I like to try and figure out what question the searcher will ask next. Once you’ve figured that out you can add a call to action that offers an opt in to an email campaign or offer the visitor a downloadable asset.
You can also leverage existing content by identifying what Google doesn’t like. Many companies have multiple blog posts about ancient holiday parties, volunteer events, etc. Google will spend time and resources adding that content to their index and then never let it see the light of day. I like to look for pages and posts that are indexable and don’t receive organic traffic. Then I do one of two things. I either tell Google to ignore it or I try to improve the content so it is of value to searchers. http://www.bestseotools.ccRelated:Groupbuy ahrefs SEO Tools
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