Identifying Underperforming Content: A Complete Guide To Analysis And Fix It

Content is the driving force of your digital strategy, including SEO. Surprisingly, even old content contributes to 76% of website traffic. This is because well-shared and promoted old blogs attract more readers, boosting rankings and visibility. In the realm of SEO, the key is QUALITY CONTENT. Backlinks, keywords, and concise website content are vital. Unique, engaging content enhances user experience and generates high-quality backlinks, increasing overall traffic.

Content strategy is ongoing and evolving. Staying updated with content trends is crucial for market understanding and user-centric content creation.

Dominating Content

• Explainer Videos: Short, animated videos offer engaging brand exposure.
• Instagram Stories: Real-time marketing through stories connects with users.
• Infographic Content: Visual information engages users effectively.

Underperforming Content:

Identify underperforming content, divided into two types:

1. Once High Traffic, Now Inactive: Blogs that were popular initially but no longer perform.
2. Never Profitable Content: Content that never engaged users or garnered visibility.

Reasons for Underperformance:

1. Inadequate Length: Content's length affects engagement. Ideal length varies by niche.
2. Lack of Freshness: Fresh, updated content reflects current trends and engages readers.
3. Seasonal Relevance: Seasonal content loses interest over time. Focus on evergreen topics.
4. Plagiarism: Originality is crucial for reputation, SEO, and credibility.  
5. Keyword Optimization: Missing relevant keywords leads to low rankings and relevance.    
6. Weak CTA: A strong call to action is essential for user engagement and conversion.     
7. Lacking Power Words: Compelling titles with power words capture attention.
8. Multiple Topics: Focused content performs better than covering many topics.                                                                                                                                                                                     

Steps to Improve Underperforming Content:

• Understand Search Intent: Align content with user needs to hold their attention.
• Ensure Proper Crawling and Indexing: Check Robots.txt and XML sitemaps.
• Align Pages with Keywords: Use relevant keywords for better ranking.
• Enhance Readability: Simplify content for better understanding and engagement.

Identifying underperforming content and how to fix it , are explained in this article. It can affect brand visibility and ROI. Identifying reasons and addressing them strategically can significantly improve content performance.