Identify and improve poorly performing content

Is your content doing everything it can to build your brand online? You may think you’re creating great content, connecting with your audience, and generating shareable posts. But what do the numbers say?

What exactly is content underperformance anyway?

Before you can fix the problem, you need to know what it is. Basically, poorly performing content is content that is neither gaining momentum nor growth or mobility, regardless of how long it has been active or how much effort you have invested in it. High quality content will drive traffic to your website, improve your brand’s online visibility and increase conversions. However, if it’s not up to date, it may not do any of these things enough to make a difference. In other words, you may not get a positive ROI from your efforts.

How to identify underperforming content

Underperforming content can really be broken down into one of three main categories:

  • Content that used to work well but no longer works. You may have had several blogs that were once popular and driving traffic and sales, but for some reason they have dropped in both rankings and visits. This type of content can be updated and revised frequently to breathe new life into it.
  • Content that never did well. In this case, some pieces never had much potential from the start and didn’t even get off the ground. Perhaps you are writing about outdated topics that no one is looking for, or perhaps the content is filled with outdated technology or tactics that are out of date. It is best to remove this content from your website and redirect any links it has received over time to pages with more potential.
  • Content that wasn’t successful but has potential. Often times, this content just needs to be upgraded a little to work well. To determine if your content falls into this category, keep track of pageviews, time on pages, keywords your pages are ranking for, social shares, backlinks, and organic visits. Any of these metrics can help you understand if your content has potential and just needs tweaking for better results.

What causes outdated content to underperform?

Data really helps you understand the answer to that question. When armed with the numbers, you might find:

Your content is out of date

Search engines are looking for new information, just like the searchers using these search engines! If your post was last updated many years ago, you may be able to update it with new information and numbers to keep it relevant to today’s audience.

A competitor publishes better content

There are many words on the web right now. If a competitor publishes similar but better quality content, search engines and online audiences may prefer the company’s information.

You are using the wrong keyword options

Keywords are important, but like most other things in life, their relevance can change over time. If you’ve tried to score your post for a specific set of keywords before and succeeded, you might still face high bounce rates later on as keywords are an ever-changing part of digital marketing. Poor keyword selection can cause visitors (and search engines) to miss the point of your posts or struggle to find the information they are looking for. Your search console and Google Analytics can help you understand what you’re ranking for and which keywords are bringing you the most traffic.

If you need help getting your content working the way it should, you should partner with a digital marketing agency that specializes in creating and optimizing online content.