Improve Underperforming Content | Optimization Tips by a Top SEO Agency


What is that one thing to find the most limelight in SEO best practices?

Content. Sorry, we mean, informative, unique, and engaging content.

From experienced SEO service providers discussing several strategies to optimize content to the availability of numerous tools that focus on content analysis – content seems to dominate the entire SEO arsenal.

Now, do all the content available on the web receive adequate exposure? No. Wonder why? Because of content saturation. People prefer to consume information from the featured snippet and don’t check out second or third result pages (unless they find absolutely no info on the first page). In fact, studies indicate that over 90% of the content doesn’t receive any traffic from Google. This is what we are referring to as the underperforming content.

In this blog, we will outline a few strategies preached and practised by the professionals at any top SEO agency to improve these content and drive traffic (and even conversions!). Before getting to the solutions, let’s quickly take a look at the reasons that result in an underperforming content.

  • Underperforming Content – Reasons Outlined by a Top SEO Agency

The first and foremost reason for a content to receive no attention is perhaps that it doesn’t deserve to get a high rank on the SERP. But this is a generalized statement. Here are some potential reasons that may resist the content from enjoying its full potential:

  1. The content is not up to date

You may have written a topical content which is highly valuable, but for a certain time period. With time, the impact of this content reduces. For instance, if you have a content like “digital marketing trends in 2015”, that may have lost its relevance by now. And Google rightly rewards sites that put an effort to keep their content fresh.

  1. The content doesn’t have a proper format

By now, you may have noticed that Google has a specific format for different types of content. If yours doesn’t fit into the format, you may not receive adequate visibility. For instance, a text-based blog post may not receive huge traffic for a how-to based content where videos are preferred.

  1. Your content is “thin”

Let’s first mention that thin content doesn’t depend on content length but on relevance. Also, thin content is determined by the comparison with other sites. For instance, if your competitors got an extensive guide on how to improve Instagram follower base, you may not receive enough visibility on the same topic with just one paragraph.

  1. Your content doesn’t match user intent

User experience is an incredibly important factor in ranking high on the search engine. That’s why, it’s crucial to ensure that your content and keywords meet the users’ query. For instance, you need to understand the lines between who, what and how. That way, you can craft a content that addresses users’ concern.

  1. Your page is a prey to content cannibalization

If you cover the same topic in multiple pages it may trigger duplication or cannibalization – resulting in a loss of organic visibility. For instance, you may have launched a new service page but the on-page data like content, link structure, and metadata are not different or unique and thereby it cannibalizes your existing visibility.

  1. Lack of keyword research

If you want your content to be relevant, you must include proper keywords. Keywords are related to the search terms with which the users look for something. Indeed the advanced search engine algorithm scans the entire content but keywords play a crucial role in making the algorithm better crawl the page and understand the intent.

Further, keyword stuffing is a big no-no as per Google guidelines. So it’s important to maintain the readability of the content with organic presence of the keywords.

Now, we will move on to the solution.

  • How to Fix Underperforming Content

The following guidelines will help you to take the right step and resolve the problem of underperforming content.

  1. Pay attention to search intent
  • Before crafting a topic, research which type of content gets featured on the first SERP for the topic. That way, you can understand whether search engine prefers a blog or a video content for the topic you are selecting.
  • Audit the content present on the SERP to know which keywords to compete for.
  • Also, pay attention to the organic features like images, featured snippets, etc. to improve the dynamicity of your content.
  1. Ensure your page can be properly crawled and indexed
  • Make sure that your page doesn’t contain any no-index meta robots tag.
  • Check if any other page has a canonical tag pointing to your focused URL
  • Make sure that your web pages are internally linked and present on the XML sitemap
  1. Focus on meta data

Meta tags are crucial for Google crawling and indexing and an important on-page ranking factor. Pay attention to writing unique and keyword-centric meta tags. Make sure not to cross the character limit – 50-60 characters for meta title and 150-160 characters for meta description.

Meta descriptions also play a significant role to entice the users click on your page. So instead of only stuffing keywords, make sure to write sensible content for meta description.

  1. Update content

If you got a content that goes back to 2010, it’s time to refresh it. Instead of writing the same content again, edit the existing content with relevant and comprehensive info. That way you can also avoid the issue of content cannibalization.

Also, if you think some old content on your page has gone outdated, remove the page and use proper redirect tag so as not to affect user experience. Ultimately, user experience is the key to resolve the issue of underperforming content.


We hope the blog has helped you to find a right way to improve your content. Try these and share your thoughts with us.

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