If you are new to the digital marketing industry, "SEO Content" should be a term you are already used to by now, and that is because "SEO Content" is a key aspect of marketing that every digital expert should understand in 2023.

 

Regularly creating content is an important factor of getting ranked on Google. However, getting ranked is not all about creating content, it is about creating performing contents that have the potential of boosting your site's visibility and engagement. Not all contents are relevant because not all contents are searched for, as a matter of fact, findings from a recent survey by Ahrefs revealed that over 90% of content get no organic traffic from Google and that is really on the high side. This however, only further reinforces the importance of creating high performing contents so as to get organic traffic.

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Are You Ready to Get Loved by Google?

 

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So, while creating your next post is important, crafting content that works is even more important because it generates organic search traffic and can get your brand awareness to a new level. Today we will be focusing on an interesting aspect of SEO optimization, which is how to detect and improve low quality content on your website. But first, let's see why content is indispensable in SEO in 2023.

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Is Content Still King in 2023?​

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Did you know that?​

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• 75-85% of searchers never scroll past page 1 of search engines, like Google or Bing.

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• A solid content strategy can help you cut through the noise and get in front of your perfect audience.

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The content relevancy depends on how often people search for it. For example, if your blog is all about the automotive stuff, then you're expected to ensure that each of your blog posts to contain active keywords or frequently asked questions by search engine users in that niche. 

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What Is an Underperforming Content?

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To avoid ambiguity and multiple interpretations of the term ''under performing content'', let's quickly define it. Poor content is content (whether commercial, transactional, technological, or educational) pages that are performing below their potential. Simply put, under performing contents are passive contents that do not produce any visitor engagement, interest, clicks and as a result - CTAs (Call to Actions) and conversions. 

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What are the reasons behind it?

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In most cases, content does not get ranked high or drive traffic because they don't satisfy the user's intent (answer questions search engine users ask, or they do not strategically contain any active keywords or contain too few of those). Here are some other reasons why your pages might not be working too well:

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• Duplicate or plagiarized content

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Contents have low chances of getting ranked if they are not original. While writing SEO friendly pieces, one of the first things you need to ensure is that, you're being original. One thing is clear as day - plagiarizing will damage your rankings, and can even lead to a Google penalty. 

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• Keyword Stuffing

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While using keywords is important to ranked by Google, overusing keywords however, is a no-no SEO practice. If you over use keywords search engines will tag such content as low performing, and this sends a signal to search engines that you might be attempting to manipulate the algorithms.

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• Old content

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One of the possible reasons why your content is not doing well might be because it'a not keeping up with the recent trends. Make sure what you're writing about is relevant and in demand. 

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Other causes of poor performing content can also be:

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• Lack of backlinks

• Cloaking

• Too many ads (some users can't stand Ads!)

• Slow page loading speed

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Why Wait?

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How to Improve Poor Content

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There are several ways low quality content can be optimized to drive traffic. 

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• Step 1: Use long tail keywords

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Let's face it, long tail keywords get less search traffic, but because they have lower competition and better conversion rates you can increase your content visibility in no time. Use them wherever possible.

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• Step 2: Focus on page loading speed

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It doesn't matter whether you have most incredible piece of content on any subject in the world, very few people will read it if your site is taking forever to load. Go here to check how your site is doing in terms of speed.

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• Step 3: Fix broken links

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Broken links is another ranking factor of Google. Having those type of dead-end links on your website is no bueno. Make sure you find and fix all of them. The faster you do it, the better it is. You might want to use a free Broken Link Checker by Ahrefs to speed things up.

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• Step 4: Add Active Keywords

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What you need to understand about keywords is that they are always changing, this has to do with search tends. Pay attention to how your audience interacts with keywords, what types of queries get more impressions, what terms have higher CTRs. Optimize accordingly. 

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