How to Fix Underperforming Content

February 22, 2021

Content marketing is one of the best opportunities to spend a small budget and get exponential returns for your business. And, when it comes to organic traffic, content creation is a key decisive factor for Google uses for ranking. But does that mean you’re getting the most out of every inch of copy? Not necessarily!

There are several causes for your underperforming content, and a ton of ways to address the various issues. The most common causes of underperforming content we see are: 

  • Low quality content: Some content just doesn’t deserve to rank when compared to the other fantastic content already out there.
  • Not matching user intent: Even if you’re hitting all of your keyword targets, if your content’s purpose doesn’t match the user intent, then you’ll rank lower for the keyword.
  • Content formatting: Google might be prioritizing a specific content format for a keyword that doesn’t match your own content.
  • Outdated content: Google rewards sites that update content. 
  • Technical issues: Whether it’s JavaScript causing improper metadata formatting or incorrect page indexing, technical issues can be a tough SEO problem to solve.
  • No backlinks: Especially if you’re in a competitive environment, not having enough backlinks can restrict visibility.

While the cause for underperforming content varies, we’ve created an easy-to-follow five-step checklist to optimize your content.

  1. Make sure your page can be indexed

First, you’ll want to use Google Search Console to analyze your page. Be sure to check for any inconsistencies in your indexing and that all pages on your site are indexed within Google Search Console. If anything isn’t visible in Google Search Console, then it’s also not showing up in searches to potential customers! And don’t forget to check that your Javascript is formatted to match the most recent recommendations from Google.

  1. Understand search intent

Next, make sure your content matches search intent. Using a tool like Ahrefs will help you understand the competition and search intent from Google. Then, build your content around that purpose to improve your rankings. Considering any research from PPC marketing tools can also help you increase your CTRs while maintaining your SEO.

  1. Effective keyword mapping

Mapping multiple pages on your site to the same keyword can create duplication errors. You’ll want to map each page for a maximum of 2 – 3 keywords, and only one page should be mapped for those keywords. That’ll help you get the most out of each article!

  1. High-quality metadata 

The quality of your metadata is directly correlated to the performance of your SEO. One of the most essential steps in this checklist is to make sure you’re using unique, keyword-rich title tags. You’ll also want to write quality meta descriptions – not for your SEO, but for your CTRs. Keyword research can be used to write compelling metadata that is easy for consumers to read and properly describes your content. 

Tip: Be sure not to change your metadata too often. It takes time for your keywords to show results. 

  1. Write quality content

Finally, focus on creating high quality, readable content. At the end of the day, your content should be engaging and informational. Without overwhelming your readers, link to other relevant content on your site to build up your internal linking, as well as share relevant content that might connect with your customers. And lastly, make sure to request indexing in Google Search Console to reflect all of your awesome changes!

While there are many causes for underperforming content, these 5 easy steps will get your content optimized. Remember to evaluate and update your content regularly, create new content consistently, and never sacrifice on quality.

Not sure where to start? Book a call with our team to start an SEO audit today.


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