Monday, January 30, 2023

How to optimize underperforming content - Search Engine Land

Last updated Monday, December 5, 2022 09:05 ET , Source: NewsService

If your content isn’t performing as well as you expected, or old pieces you published a few years ago are no longer relevant or pulling their weight, it’s time for an update.

Specifically, it’s time to optimize your underperforming content.

This is the process of updating, tweaking, editing, and rewriting old content that’s not pulling in ROI. The goal is to improve the content so it will eventually start:

  • Ranking in search.
  • Getting read.
  • Gaining engagement such as shares or comments.
  • Earning conversions.

Often, optimizing your underperforming content is a cost-effective method to improve your content marketing overall. By optimizing, you won’t need to invest in creating completely new pieces – you can just rejigger what you already have and make it better.

It’s a good practice for any brand with content (especially as part of a content audit), as it ensures every piece continues to work toward your goals (versus hindering them).

First, you’ll need to identify your underperforming content – what pieces aren’t living up to their potential – and then take steps to improve and optimize it.

How to identify underperforming content

How do you know which content pieces are underperforming?

You’ll need to look at specific metrics to find them.

Use tools like Google Analytics, Semrush, or Ahrefs to look at this data and find your underperforming content.

Search ranking metrics:

  • Organic keywords
  • Average position

To identify content pieces underperforming in search results, look...

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