NEW YORK – Content creation can do wonders for your brand, but not if it does not show up. 90% of existing content was created in the last two years, but 91% of the content does not generate any traffic from Google, said John Shehata, vice president of Conde Nast's audience development strategy, at the address SMX East. in New York.
Investing in new content is not always the right choice for better content marketing. Sometimes brands are better served by exploiting the assets they already have or by putting a new aspect on an existing topic.
Old Content, New Traffic
"For the first 100 items we optimized, we saw a 210% increase. Search traffic and our keyword coverage for this content increased by 900%", said Shehata, explaining the results of her "Pinetree Initiative," an experiment aimed at expanding existing content and merging underperforming content to increase organic visibility. "Once the content updated, the traffic immediately increased. It has gone from about 100 visits to 15,000 to 20,000 visits. "
" You are reporting news or something that tends, traffic digs 24 to 48 hours, and c & rsquo; Is done, is not it? Shehata said. "Versus evergreen content – this content may generate traffic for a year or more."
Content is considered for life if it remains relevant long after it is posted. Tutorials, FAQs, in-depth guides, expert interviews and case studies are all examples of ongoing content.
In addition to providing more sustainable traffic to your site, the permanent content also has the effect of isolating publishers from slow news cycles and may Shehata said the news content could still be valuable and that Publishers should aim for a 60/40 split of both types of content, one way or the other, said Shehata. For example, if you are a news publisher, 60% of news and 40% of permanent content are more likely to reach your audience, for example when a sector-based publication can publish 60% of permanent content and 40% of permanent content. % news.
Refreshing Evergreen Content, Step by Step
Conde Nast's search traffic and ranking of keyword growth were made possible through a process developed specifically by Shehata for content updates. To get started, review your own site, analyze the search results pages for your target keywords, evaluate the competing content, optimize the content on the page, and publish and promote, as shown below.
1. Evaluate your existing content. According to Shehata, brands can begin to refresh their content by selecting a topic and keywords, or by selecting a main page,
Whichever starting point you choose, you must first identify your competitors. pages that rank for the target keywords. Shehata does this by combining Google Sheets with various keyword research tools APIs to bundle URLs and relevant statistics into one place, giving her a better idea of the landscape of her content. The pages to avoid, the underperforming pages that can be cannibalizing, can be merged more. authoritative content and what relevant content may be included in your new article on evergreen.
2. Find the results page. "Last year, we had this amazing page on celebrity homes and there was no traffic at all," Shehata said, illustrating the importance of the company. alignment on research intentions.
"When we analyzed the SERPs for other types of content classified for this topic, all were galleries. Google has identified the intention of "celebrity homes" as people who watch galleries. So we converted the page from an article format containing some images into a gallery with less content. And guess what? Immediately ranked number two. The characteristics of the content are therefore very important for the success of SEO. "
Understanding the content type of content search engines for specific queries can give publishers an idea of how to present their content in order to increase their chances of success.
In addition to the particular formats of content that to get the best organic results You will also want to take note of the rich results that appear and ask yourself why they might surface.For example, if a news carousel is present, is the topic focused on the news and, in in the affirmative, how will this affect your chances of ranking yourself?
Selected excerpts that often resolve a user's query directly on The search results page can also provide you with information about the questions that people are likely to ask on a given topic. Simple resources, such as Google's "Ask People" dialog box, can help you identify common issues that need to be addressed, which provides opportunities to add depth to your evergreen content. said Shehata.
3. Evaluate competing content. "If you are writing about how to boil an egg and all the other sites classifying" eggshell "," breakfast "and" easy ", you might want to look at these topics to give you some complete and detailed information.
Frequency Analysis of the inverse term Frequency of Documents (TF-IDF) is a method that can help you identify these "indispensable" terms as well as related entities  that should be included in your constantly renewed content.
The next step in the process is to look in more detail at the pages ranking your target keywords to determine what search engines consider a "good answer" for this type of query, Shehata said. As for the SERP analysis step, you will want to consider how the content is presented, but also its length, date of publication, and other commonalities in determining the reasons why the content may well rank.
4. Optimize content on the page. Having collected the aforementioned information, it is time to refresh the content by developing the original article, merging it with other relevant underperforming content and configuring redirects.
"When you refresh the content, it must contain at least 30% new items. Said Shehata. A new title, an introduction, a release date and more new internal links should accompany your optimizations.
Once your content is up-to-date, look for internal link opportunities between your existing articles. You will also want to loop through your social and messaging teams to make sure the content that has been refreshed is in their workflow. "All the signals that tell Google that it's new content updated," Shehata said.
When refreshing content, pages associated with conversion goals, such as newsletter subscriptions or affiliate links, may have been affected. This would be the time to clean up any difficulties by finding a way to implement them on your updated page.
5. It is time to publish. Shehata advised to publish three months in advance to optimize the contents of the evergreen content related to seasonal trends.
"In general, your updated and optimized content will last at least a year, if not longer," said Shehata. If the traffic starts to decrease noticeably, the time may have come to perform another round of refreshments. Creating an editorial update calendar can also help you stay on track for future updates.
Creating quality content requires a considerable amount of resources. However, by finding creative ways to refresh or reuse it, while finding a balance between evergreen content and news content, you maximize the effectiveness of the content you create. and strengthen your brand traffic in the long run.