Content is dominating and becoming the order of the day in an SEO environment if not the most important factors. When you pay close attention to content of what Google has been communicating to webmasters in the last few years, you will discover that they’ve put a strong emphasis on “content” as a decisive ranking factor.
The big question is therefore what are the contents that are not performing? Content here refer to either pages or editorial or transactional/commercial, that does not perform up to its potential. This could be content that never did generate any organic traffic despite the efforts you might have put in or content that either used to attract a good level of organic traffic and now doesn’t,
REASON FOR NON PERFORMING CONTENT
There could be many reasons as to why a content is not performing well, but can be simply put that the content is not good enough to rank in the top status. In no particular order, here some reasons;
1. content that are not up-to-date
Certain topics, subjects tend to be more prone to searches because of the prevailing issues and more findings on the subject with more recent updates will make your content visible, as far as your content is very topical, and such a topic rely/depend on information which may change with time, Google tend to reward sites that put effort into keeping the content fresh and up-to-date. Users care a lot about fresh content, no one wants to read an “SEO guide to improve nonperforming content” that was created in 2012! Apart from search engines themselves.
2. When your content is too “thin” compared to what is trending
Your content doesn’t have to be lengthy as there are no rules or formula that say so however your content may underperform due to its non-compelling nature like others. As a result google tend to prioritize other site ahead of yours.
3. When your content does not match user’s intention
this is a common mistakes many content creator make, you may have a good content and even relevant to your users, but may not suit the intent that Google is showcasing in the SERP for the keywords of focus hence your content not be featured.
The aim of SEO’s is to match user intent, which means you first need to understand the what and the who before defining the how. Whose intent we are targeting and what is represented in the SERP will define the strategy we use to get there.
4. When your content is not an ideal format Google prioritizes
Google has a format or certain way an SEO should behave, if your content does not conform to this standard, It will not get the expected visibility.
GUIDE ON HOW TO FIX NO PERFORMING CONTENT
1. Map your pages against the right keywords
This is vital because you must have a clear understanding of not only what keywords you want to rank for, but also what keywords you are eligible to rank for this is key to an SEO search visibility.
In doing the above, be realistic about your ranking possibilities: mapping your page against several keywords variations, all of which show very different SERPs and intents, is not realistic.
It is advisable to pick two or three primary keyword variations and focus on getting your content as relevant as possible to those terms.
2. Make the right content amends
Using the intent audit and keyword mapping insights, you can now work on your actual page content, focus on writing great content for the user (and not for Google).
Be sure to use enough spacing between lines and paragraphs. This days People’s don’t have patient for long and un-organized write ups, it is assumed that readers will scan through your content rather than read word for word when not precise and engaging.
When writing content, make sure the tone of voice and language are in alignment with target audience for example, if you can write things in plain English as against highly technical jargon, do so and don’t over-complicate your content.
Once you that, request indexing of your page in Google Search Console with the URL inspection tool.
3. Write great metadata
• SEO keyword research is the obvious choice to write compelling metadata, but don’t forget about PPC ad copies — check what PPC ad copies work best for your site and take learnings from them.
• Title tags are still an incredibly important on-page ranking factor, so dedicate the right time when writing unique and keyword-rich titles.
• Though Meta descriptions are not a ranking factor, but they play a vital role in enticing the user to click on a search result. So from a CTR perspective, they still matter.
• Don’t change metadata too often: ensure you do your proper research and give enough time to properly test new metadata, once implemented.
Content that not performing or Underperforming content is a very common issue and should not take any content creator by surprise, especially considering that content is considered among (if not the) most important ranking factors in 2020. With the right tools and process in place, solving this issue is something everyone can learn: SEO is not black magic, the answer tends to be logical.
And the above guide when follow will make any non performing content to achieve it potentials and with the right team like i4cus Nigeria Limited onboard your platform, you are set to make things easier.