27 Apr 2013

Post Publish Optimization SEO Case Study – Tweet After Death

Post Publish Optimization SEO Case Study

Blog posts are tricky. Sometimes, writing a well-optimized post will land you views for many years down the road. But occasionally, even a very well thought out blog post can be knocked down the rankings long term.

In June of last year, I wrote a post on how to schedule tweets after death. I was really happy with it. The picture was custom-designed by the honorable Steven Rosenbaum of SR-Graphics. The topic was fresh.

The post was well-written. Livefyre’s interns shared it in their own feedDeath with Dignity had me as a guest for their live Twitter chat. And best of all, I got to share thoughts with interesting people about an interesting topic: what social media can do to help us communicate and what that means for our mortality and experience.

Out of curiosity, I Googled “tweet after death” last week to see where it came up. Articles from CBC, CNN, ANC, CBS, RT and a wealth of other media with strong sites essentially wrote the same story and knocked my article to page 2. (To be fair, one of them had quoted me).

I was grumpy about it. Here I had this innovative idea months before any major media and I was getting shoved to page two. I wanted to climb back onto the first page and stay there.

So I started sending out tweets with the post. I circulated it again in Google+, Facebook and chat boxes. I sent it on to colleagues, hoping that a little traffic would help push the thing up. And it did.
Exactly two ranks. Yay!

I realized that what I was doing was the last element of SEO for blog posts. While most people optimize their post before publishing, very few people optimize down the road and see if they still have their spot in the search rankings. Everyone PRE Publish Optimizes, but nobody POST Publish Optimizes (PoPO).

Here was an opportunity, and not just for regular monthly SEO campaigns, but for true strong outreach for a new concept. PoPO is a chance for SEO firms to rerun old blog posts in a chance to boost them in the rankings and retake ground in strategic fashion so as to own concepts in the mind of the blogosphere.

And when a post becomes too old to be relevant, the internet will have seen an era when old posts become less relevant and algorithms knock them down a peg or two. Then, PoPO will become even more essential, as the only way to control key SEO ground will be to swim through a sea of content and prove the relevance of your own over others.

From here, the water remains murky. How do traffic bumps and links to previous posts affect the long-term search rankings? This is the first mystery of PoPO. Without any data, it’s hard to know how you can help or hurt your blog and by how much with each action.

And, even more importantly, the Google algorithm is subject to updates that rearrange search rankings. To that end, PoPO’s future is uncertain. On the other hand, what is fairly certain is that reminding people of past posts as a way to keep traffic stored up may be an effective way to boost visibility.
What I like best about the concept is what I like best about most effective, worthwhile business tactics: finding resources others aren’t using and capitalizing on them. PoPO is a chance for you to get amazing results while leaving your competitors in the dust. 

About the author: 

Daniel J. Cohen is the Founder and Lead Writer at RedShift Writers, a Houston-based content writing firm. RedShift Writers prides itself on creating content that is friendly for both search engines and customers. They offer a wide variety of message strategies and content writing services and specialize in web writing for product launches and energy companies. 

To find out more about PoPO and how you can get the sharpest PoPO tacticians working on your SEO strategy, email RedShift Writers today.



Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.

Rony Thomas, Head of Communications, Amazon


Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.

Rajesh Kumar Jindal, Vice President, Head of Marketing, SAP


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Abhilasha Padhy, Communications Manager, Google


Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.

Rishi Seth, Group CEO, Cohn & Wolfe Six Degrees


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Cijo Mathew, General Manager, 20:20 MSL


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Nitin Bhatia, Managing Director, Meltwater


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Nikhil Savio Gutal, Deputy Manager, Marketing & Communication, Cushman & Wakefield


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Sayani Bagchi, Area Sales Manager, Britannia Industries Limited


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Shreya Sabharwal, Vice President, Ernst & Young


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Rahul Mishra, General Manager, Cohn & Wolfe India


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Siddharth Kumar, Deputy General Manager, Cohn & Wolfe India


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Pooja Poddar Jain, Account Director, Cohn & Wolfe Six Degrees


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Shalini Gunashekar, Associate Account Director, Cohn & Wolfe Six Degrees


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Cheval John, Founder & CEO, VallanoMedia, LLC, Houston


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Amith Prabhu, Founding Dean @SCoReInd, CoFounder @PRAXISInd & @PRomiseFdn


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Sounak Mitra, Associate Editor @moneycontrolcom


I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.

Thimah Hameed, Vice President - Regional Digital Strategy Marketing Lead, DBS Bank