| 4 min
October 25th, 2019
When you’re navigating the dark forest of Digital Marketing, trying to find your way through the murky fog of Google ranking factors, it can be hard to find the path to safety and success. The distant wailing of your competitors fills your ears as they pull ahead, taking the theoretical “SEO torch” with them and leaving you alone in the darkness.
In order to ensure that your business isn’t lost to the depths of Google’s Search Results, making sure you don’t become evanescent, you need to use some necromancy on your content. So, get yourselves ready to bring a Zombie SEO Apocalypse to your competitors… It’s time to bring your dead content back to life!
What Is Zombie Content Optimisation
Every website has skeletons in their metaphorical closet; content and articles that were written years ago. These may have been written under the tutelage of the SEO dark arts, using black hat tricks in an attempt to conjure up rankings through devious tactics. On the other hand, they could have been written by someone who did not understand the magic behind SEO.
Either way, this content is hiding away, buried deep in the catacombs of your website, begging for a second chance at life.
That is where Zombie Content Optimisation can work its wonder; by revisiting these pieces of content, you already have a strong foundation to build upon. You can reuse the content to create new articles and showcase newfound knowledge and expertise. Those skeletons in your closet could actually be the perfect tool to bring in new customers and business.
By expanding upon the content of these articles, giving them a higher level of user focus rather than just using keyword stuffing or other bad SEO practices, you can revive them and turn them into powerhouse articles that would rank really well. After all, they will have already been around on that specific URL for a very long time, gaining equity in the background. By updating them, bringing them in line with current SEO best practices and then re-promoting them, you can take advantage of that latent equity and start to rank far better!
This, in turn, could bring in the hordes of potential customers that have otherwise been shuffling passed your website.
What Does Zombie Content Optimisation Entail?
As the very name of this type of content optimisation suggests, once you are finished with a piece of content, it won’t look anything like it used to. However, there is the argument that calling it Frankenstein Content Optimisation would be more suitable…
This is because you are taking the core essence of an article and keeping that intact, but the outer shell (or body) will be torn apart and reconstructed with new parts and sections. If done correctly, you won’t even recognise the original piece anymore. But you’ll be able to tilt your head back and shout “it’s alive” at the top of your lungs. Although, if you did that in the middle of the office, you might get a few judgemental looks – mad science is best kept behind closed doors, after all.
By rewriting and expanding on the actual content whilst also improving the Page Titles, Headings and all other aspects of the article, you can build something entirely new. This new entity will then take over the URL that the original article once held, almost like something out of Invasion of the Body Snatchers!
The difference here, however, is that you are replacing the original with a better version. Thanks to this, you should start seeing improvements in rankings for that article rather swiftly.
How Does Zombie Content Optimisation Help Against Competitors?
If there is one thing that we have learnt over the years, it is that no loss of rankings or Search Visibility is permanent, unless you let it be permanent. Don’t just sit back and accept defeat! Take up arms and be like the “Loser’s Club” from Stephen King’s IT, rising above everything to come out on top against seemingly insurmountable obstacles.
By addressing the old, dormant content that lays mummified in the crypts of your website, you can help to clean the place up as a whole. This will mean that, when Google comes knocking on your door, there will be far fewer negative aspects for them to focus on and complain about. However, the longer you take to resurrect these articles, the more Google will visit and look down upon you.
If you have experienced a content penalty on your site, no matter the severity of it, by carrying out Zombie Content Optimisation and addressing all of the problems that your old articles suffer from, you can help to boost your website as a whole. From there, you can either counteract the penalty or overcome it completely!
Not only does Zombie Content Optimisation help you improve your rankings and claw back positions from your competitors, but it also enables your website to free itself from its dark past. In a way, this type of content optimisation acts as an Exorcist, removing the dreaded Penalty from within your site.
Getting Started With Zombie Content Optimisation
So, by modifying and improving your long-dead content, taking the original and mutating it like The Thing, you can bring in new customers and escape the Nightmare on Penalty Street. With that in mind, the next question that needs be answered is how you can get started!
The first step is to review every piece of content on your website to find those that just make you want to scream. Once you have that list, you need to put together a content strategy and keyword targeting strategy so that you know exactly what each article or piece of content is supposed to rank for.
Keep user intent and engagement in mind whilst rewriting the content, too! After all; all work and no play makes content a dull read! You need to make sure that your content is entertaining and informative at the same time, otherwise, the 13 Ghosts (or major algorithms) of Google may pay you a visit. In other words, you need to be careful and strategic, ensuring that any Zombie Content Optimisation is carried out correctly.
If you want to escape the horror of being left behind by your competitors, but don’t know which way you need to go, why not get in touch with us today? We would be more than happy to help guide you forward and grow your rankings, traffic and, ultimately, conversions!