How to Repurpose Content for eCommerce SEO Gains"

Content creation is a critical component of any eCommerce business’s digital marketing strategy. However, creating fresh content from scratch can be time-consuming and resource-intensive. Repurposing content allows you to maximize the value of your existing assets while boosting your eCommerce SEO.

This guide will explore the benefits of repurposing content, strategies to do it effectively, and how it can improve your SEO performance in 2024.

Table of Content

Why Repurposing Content is Crucial for eCommerce SEO

1. Maximize Content ROI

Repurposing helps you get more mileage out of your existing content. Instead of letting valuable content gather dust, you can transform it into new formats that appeal to different audiences.

2. Improve Search Engine Rankings

Search engines favor websites that consistently publish high-quality, fresh content. Repurposing can help you keep your content relevant and updated, which improves your chances of ranking higher.

3. Cater to Diverse Audience Preferences

Different people consume content differently—some prefer videos, others like infographics or blog posts. Repurposing content ensures you cater to various preferences, expanding your audience reach.

4. Strengthen Topical Authority

By consistently repurposing content around specific topics, you can establish yourself as an authority in your niche. Google’s algorithms value topical authority, which can positively impact your rankings.

How to Identify Content Worth Repurposing

1. Analyze Performance Metrics

Start by identifying your high-performing content. Use tools like Google Analytics, Search Console, or SEMrush to analyze metrics such as:

Pageviews
Average Time on Page
Bounce Rate
Social Shares
Backlinks

Content that performs well in these areas is a strong candidate for repurposing.

2. Look for Evergreen Content

Evergreen content remains relevant over time and continues to attract traffic. Examples include “How-to” guides, case studies, and product tutorials.

3. Focus on Underperforming Content with Potential

Sometimes, a piece of content may have valuable information but lacks SEO optimization or engagement. Repurposing and updating it can breathe new life into such content.

Effective Strategies for Repurposing Content for eCommerce SEO

1. Turn Blog Posts into Social Media Content

Your existing blog posts can be an excellent source of bite-sized content for social media platforms. Here’s how:

Create Infographics: Use tools like Canva to transform key statistics or step-by-step processes from your blog into visually appealing infographics. Platforms like Pinterest and Instagram thrive on visual content.
Post Key Takeaways on LinkedIn or X (formerly Twitter): Summarize essential points or tips and share them as a series of tweets or posts on LinkedIn. Don’t forget to include a link back to the original blog post.
Create Instagram Reels or TikTok Videos: Highlight quick tips or product features mentioned in your blog posts through engaging short videos.

2. Update and Republish Old Blog Posts

Google values updated content. Refreshing older blog posts with the latest data, trends, and keywords can boost their SEO performance. Here’s how:

Update Statistics and Examples: Replace outdated facts with the most recent data.
Add Internal Links: Link to newer pages on your website to improve your site’s internal linking structure.
Optimize for New Keywords: Conduct fresh keyword research and integrate new, high-ranking keywords.

Once updated, republish the post with a new publish date to signal freshness to Google.

3. Transform Blog Content into Email Campaigns

Email marketing is one of the most effective channels for driving eCommerce sales. Use your existing blog content to fuel your email campaigns:

Create a Series: Break down long-form content into a multi-part email series. For instance, if you have a blog on “10 Ways to Optimize Your eCommerce Store,” each email could focus on one or two tips.
Include CTAs: Encourage readers to visit your website or explore specific products.

4. Convert Blogs into Video Content

Video content is growing in popularity, and search engines increasingly prioritize video-rich content in search results. Repurpose your blog posts into video formats to boost engagement:

YouTube Videos: Convert detailed blog content into tutorials, product reviews, or explainer videos. Add relevant keywords in the video title, description, and tags to improve SEO.
Live Sessions: Host live Q&A sessions or webinars based on your blog content. You can later repurpose these live sessions into shorter videos or blogs.

5. Use Long-Form Content for Podcast Episodes

Podcasts offer a unique way to reach a new audience. Repurpose long-form content such as case studies, in-depth guides, or interviews into podcast episodes:

Create Series: Break down a guide into multiple podcast episodes, each focusing on one aspect of the topic.
Discuss Trends: If your blog discusses industry trends, convert it into a podcast episode discussing the latest developments.

Podcasts also provide opportunities to include links in show notes, driving traffic back to your site.

SEO Benefits of Repurposing Content

1. Increases Keyword Reach

Repurposing allows you to target additional keywords. For example, a blog post targeting “eCommerce SEO tips” can be repurposed into a video targeting “SEO strategies for online stores.”

2. Enhances User Experience

Content in different formats (videos, infographics, podcasts) keeps users engaged for longer periods, which improves metrics like time-on-site and reduces bounce rates—both critical for SEO.

3. Boosts Backlink Opportunities

Repurposed content like infographics, videos, or case studies can attract more backlinks. Content that is visually appealing or highly informative is more likely to be shared by others, improving your domain authority.

4. Improves Content Freshness

Google rewards websites that consistently update and republish content. By repurposing content regularly, you signal to search engines that your site is active and relevant.

Best Practices for SEO When Repurposing Content

1. Optimize Each Format for SEO

Different content formats require unique SEO optimizations:

Videos: Use relevant keywords in the video title, description, and tags. Add closed captions for accessibility.
Infographics: Use descriptive alt text and optimize the image file name with keywords.
Podcasts: Include a transcript of the podcast episode on your website to capture keyword traffic.

2. Use Structured Data

Structured data (schema markup) helps search engines understand your content better. For instance, use schema for videos, FAQs, or products to enhance your content’s visibility in search results.

3. Leverage Internal Linking

Every time you repurpose content, link back to the original piece or other relevant pages on your site. This improves your internal linking structure and helps users navigate your website easily.

4. Cross-Promote Content

Whenever you publish a repurposed piece of content, promote it across multiple channels. For example, share a blog post update on social media, include it in your email newsletter, and highlight it in a podcast.

Tools to Help You Repurpose Content

Canva: For creating infographics, social media graphics, and presentations.
Lumen5: Convert blog content into engaging videos.
Anchor: Easily create and distribute podcast episodes.
Google Analytics: Track performance metrics of your content.
BuzzSumo: Identify trending content topics and popular formats in your niche.

Examples of Successful Content Repurposing in eCommerce

Example 1: ASOS

ASOS, a global eCommerce retailer, frequently repurposes their blog content into engaging social media posts, complete with product links. This strategy helps them drive traffic and conversions.

Example 2: HubSpot

HubSpot repurposes their in-depth blog guides into slide decks, webinars, and YouTube videos. These efforts strengthen their position as an authority in the marketing space.

Conclusion

Repurposing content is a powerful way to boost your eCommerce SEO efforts without starting from scratch. By leveraging different formats and platforms, you can expand your reach, improve your search engine rankings, and ultimately drive more traffic and sales. Use the strategies outlined in this guide to make the most out of your existing content and achieve sustainable growth in 2024 and beyond.