How to Detect and Improve Underperforming Content?
by Arina Smith How to Guides 02 March 2021
Is your content underperforming? How would you know?
In an ideal world, you’ve set baselines and metrics so you can know when your marketing efforts are doing their best (or not so much). If your content is underperforming, that means it’s not delivering to its expectations. Maybe people aren’t signing up for your newsletter, buying your products, or even going to your website. Whatever your goals, your content should facilitate brand awareness and help people learn about your company and the products and services you provide. If it’s not doing that, it’s time to pivot your strategies.
Potential Causes for Underperforming Content:
As the old saying goes, you can’t fix a problem until you know what the problem is. The following are a few common reasons content doesn’t live up to its expectations:
1. Your Content Doesn’t Match User Intent:
Your content might be awesome, but if it doesn’t tell people what they expected to learn, they’re going to run away. This is why your SEO efforts need to befriend the search engines. If your site shows up in the search engine results pages (SERPs) with information that ultimately doesn’t match the users’ intent, people will leave your site right away.
When you create content, it’s important to focus on who you’re talking to and how you can solve the problems they have. In doing so, you’ll be able to address the pain points your audience is experiencing so they’ll be more likely to find your content valuable.
2. Your Content is Too Seasonal or Heavily Outdated:
The search engines reward businesses that post timely content that’s fresh and up to date. Nobody wants to read news, tips, or tricks that are 10 years old, so besides keeping the search engines happy, updated content also keeps your audience happy.
If all of your content is seasonal or outdated, it’s time to refresh or hire someone to write shiny new content for your site.
According to HTG Consultants, LLC having a mix of trending and evergreen topics can help in freshening up the content. It would also be able to attract the trending traffic that will help improve the metrics and performance of your site. Paying attention to all the latest happenings is a great way to make sure that your content is always relevant, fresh, and up-to-the-mark!
3. Your Page Has Lost Visibility Following Google’s SERP Changes:
The search engines’ algorithms change all the time. If you’re not keeping up, your content can fall quickly. Stay apprised of changes, or hire a digital marketing firm to help you stay on top of things.
How to Make Your Underperforming Content Perform Better?
If you’re not getting the results you’re expecting from your content, it’s time to re-optimize your strategies.
- Improve your long-tail keyword usage. Many searchers these days are using their phones or tablets to search, and your content needs to be presented in a way that meets those users’ needs.
- Optimize headlines to boost click-through rates (CTRs) and make sure your landing pages make sense to people when they get there.
- Create compelling meta content, which not only helps users understand who you are and what you’re all about, but it helps search engines send people your way.
- Adjust content that isn’t working. Update old blogs or find ways to generate brand new content so you can attract today’s audiences.
- Add internal links and include outbound links so you can attract the attention of like-minded companies who might do the same for you one day.
With a little thought and analysis, you can turn underperforming content into a money-making machine!