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Why is my Content Underperforming?

Content is arguably the most important aspect of SEO on your website, and it is often responsible for a good amount of organic traffic to your site. However, even great pieces of content occasionally don’t perform the way we’d like them to. Sometimes, content that used to bring in a lot of traffic starts to decrease in visitors, or it simply never performed well at all. It can be frustrating to see content that your team worked hard on falter, but there are a few reasons other than quality that could be causing problems. Here are a few things to look out for with content that is underperforming:

The Content is Not Up-to-Date

Sometimes, content starts to show up less on search engines if it is thought to be out of date. If you have a really great blog that usually performs well, but it has not been updated in three years, that could be causing the problem. Search engines prioritize updated, fresh content and it may cause older content to slip in search rankings. Luckily, you can usually fix the issue by re-optimizing the page, and perhaps adding some updated content.

Additionally, if your content is seasonal or centered around an annual or past event, this could also cause a lull in organic traffic. Consider updating the page to be more relevant to the current year or time of year.

Thin Content

Content that does not have enough words, images, or other features may be flagged as thin content from search engines. However, even if the content is not technically thin by length standards, similar content around the web could be more comprehensive or relevant, which can get your content flagged even if it doesn’t seem too thin. Make sure your content is not only long enough, but provides the reader value and features the use of images, H-tags, and internal links. You may want to take a look at similar content around the web or from your competitors to see where yours may not stack up.

Unclear Titles

Make sure the title of your page or blog is descriptive enough and uses the correct keywords. Use powerful and descriptive words to ‘sell’ your content and entice more users to click on it. It may also be beneficial to perform keyword research on the topic beforehand, so you know exactly how people will be searching for your content. 

It’s also important to make sure the title matches what the actual content contains. If a user clicks on “Quick Kitchen Cleaning Hacks”, they likely don’t want to read through a long, step-by-step guide on how to clean a kitchen. Be conscious that your page or blog titles match the user’s intent and the content’s intent.

Contact Boston Web Marketing

Boston Web Marketing is ready to help your business bring its digital marketing to the next level. Our representatives know how to optimize your site for search engines and bring in more potential customers. Give us a call to get started at (857) 526-0096 or fill out a contact form.


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