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Posted by SamuelMangialavori
Content, content, and more content! That’s what SEO is all about nowadays, right? Compared to when I started working in SEO (2014), today, content is consistently one of the most popular topics covered at digital marketing conferences, there are way more tools that focus on content analysis and optimization, and overall it seems to dominate most of SEO news.
Don’t believe me? Here’s a nice Google Trends graph that may change your mind:
But why is it that content
Content is one of the most important factors in SEO. Just by paying close attention to what Google has been communicating to webmasters in the last few years, it’s clear that they’ve put a strong emphasis on “content” as a decisive ranking factor.
For instance, let’s have a look at this post, from August 2019, which talks about Google’s regular updates and what webmasters should focus on:
“Focus on content: pages that drop after a core update don’t have anything wrong to fix. We suggest focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward.”
The article goes on, listing a series of questions that may help webmasters when self-assessing their own content (I strongly recommend reading the entire post).
That said, content alone cannot and should not be enough for a website to rank well, but it is a pretty great starting point!
When I say “underperforming content”, I’m referring to content, either on transactional/commercial pages or editorial ones, that does not perform up to its potential. This could be content that either used to attract a good level of organic traffic and now doesn’t, or content that never did generate any organic traffic despite the efforts you might have put in.
Over 90% of content gets no traffic from Google. Ninety bloody percent! This means that nine pages out of 10 are likely not to receive any organic traffic at all — food for thought.
There could be many reasons why your content is not doing well, but the brutal truth is often simple: in most cases, your content is simply not good enough and does not deserve to rank in the top organic positions.
Having said that, here are the most common reasons why your content may be underperforming: they are in no particular order and I will highlight the most important, in my opinion.
Based on my experience, this is a very important thing that even experienced marketers still get wrong. It may be the case that your content is good and relevant to your users, but does not match the intent that Google is showcasing in the SERP for the keywords of focus.
As SEOs, our aim should be to match user intent, which means we 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.
Example: webmasters who hope to rank for a “navigational or informational” keyword with a transactional, page or vice versa.
Google may be favoring a certain type of format which your content doesn’t conform to, hence it isn’t receiving the expected visibility.
Example: you hope to rank with a text-heavy blog post for a “how to” keyword where Google is prioritizing video content.
It doesn’t necessarily have to be a matter of content length (there is no proven content length formula out there, trust me) but more relevance and comprehensiveness. It may be the case that your content is simply not as compelling as other sites out there, hence Google prioritizing those over you.
Example: you hope to rank for heavily competitive informational keywords with a 200-words blog post.
If your content is very topical, and such a topic heavily depends on information which may change with time, then Google will reward sites that put effort into keeping the content fresh and up-to-date. Apart from search engines themselves, users really care about fresh content — no one wants to read an “SEO guide to improve underperforming content” that was created in 2015!
Example: certain subjects/verticals tend to be more prone to this issue, but generally anything related to regulations/laws/guidelines which tend to change often.
Self-explanatory: if your content is about something that occurred in the past, generally the interest for that particular subject will gradually decrease over time. There are exceptions, of course (god save the 90s and my fav Netflix show “The Last Dance”), but you get the gist.
Example: topics such as dated events or experiences (Olympics 2016, past editions of Black Friday, and so on) or newsworthy content (2016 US election, Kanye running for president — no wait that is still happening…).
If something happens to your page that makes it fall out of Google’s index. The most common issues could be: unexpected no-index tag, canonical tag, incorrect hreflang tags, page status changes, page removed with Google Search Console’s remove tool, and so on.
Example: after some SEO recommendations, your devs mistakenly put a no-index tag on your page without you realizing.
If you happen to cover the same or similar keyword topic with multiple pages, this may trigger duplication and/or cannibalization, which ultimately will result in a loss of organic visibility.
Example: you launch a new service page alongside your current offerings, but the on-page focus (metadata, content, linking structure) isn’t different or unique enough and it ends up cannibalizing your existing visibility.
Example: fictitious case where your site goes through a redesign, heavy JS is now happening on your browser and changing a key part of your content that now Google cannot render easily — that is a problem!
The SERP has changed extensively in the last few years, which means many more new features that are now present weren’t there before. This may cause disruption to previous rankings (hence to your previous CTR), or make your pages fall out of Google’s precious page one.
Also, don’t forget to consider that the competition might have gotten stronger with time, so that could be another reason why you lose significant visibility.
Example: some verticals have been impacted more than others (jobs, flights, and hotels, for instance) where Google’s own snippets and tools are now getting the top of the SERP. If you are as obsessed with SERP chances, and in particular PAA, as I am and want more details, have a read here.
Without going into too much detail on this point — it could be a separate blog post — for very competitive commercial terms, not having any/too few backlinks (and what backlinks represent for your site in Google’s eyes) can hold you back, even if your page content is compelling on its own. This is particularly true for new websites operating in a competitive environment.
Example: for a challenging vertical like fashion, for instance, it is extremely difficult to rank for key head terms without a good amount of quality (and naturally gained) backlinks to support your transactional pages.
We’ve covered the why above, let’s now address the how: how to determine what issue affects your page/content. This part is especially dedicated to a not-too savvy SEO audience (skip this part and go straight to next if you are after the how-to recommendations).
I’ll go through a list of checks that can help you detect the issues listed above.
Use the URL inspection tool to analyze the status of the page: it can help you answer questions such as:
By assessing the Coverage feature, Google will share information about the crawlability and indexability of the page.
Pay particular attention to the Indexing section, where they mention user-declared canonical vs google-selected canonical. If the two differ, it’s definitely worth investigating the reason, as this means Google isn’t respecting the canonical directives placed on the page — check official resources to learn more about this.
I love Chrome extensions and I objectively have way too many on my browser…
Some Chrome extensions can give you lots of info on the indexability status of the page with a simple click, checking things like canonical tags and meta robots tags.
My favorite extensions for this matter are:
All the above tools are very useful for any type of troubleshooting as they are showcasing the rendered-DOM resources in real-time (different from what the “view-source” of a page looks like).
Once you’ve run the test, click to see the rendered HTML and try and do the following checks:
By analyzing the SERP for key terms of focus, you’ll be able to identify a series of questions that relate to your content in relation to intent, competition, and relevance. All major SEO tools nowadays provide you with tons of great information about what the SERP looks like for whatever keyword you’re analyzing.
For the sake of our example, let’s use Ahrefs and the sample keyword below is “evergreen content”:
Based on this example, these are a few things I can notice:
Here are quick suggestions on what types of checks I recommend:
By doing most of these checks, you’ll be able to see if your content is underperforming for any of the reasons previously mentioned:
Check out my 2019 post on this subject, which goes into a lot more detail. The quick version of the post is below.
Use compelling SEO tools to understand the following:
We’ve covered the most common cases of underperforming content and how to detect such issues — now let’s talk about ways to fix them.
Below is a list of suggested actions to take when improving your underperforming content, with some very valuable links to other resources (mostly from Moz or Google) that can help you expand on individual concepts.
Underperforming content is a very common issue and should not take you 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.
First, understand the cause(s) for your underperforming content. Once you’re certain you’re compliant with Google’s technical guidelines, move on to determining what intent you’re trying to satisfy. Your research on intent should be comprehensive: this is what’s going to decide what changes you’ll need to make to your content. At that point, you’ll be ready to make the necessary SEO and content changes to best match your findings.
I hope this article is useful! Feel free to chat about any questions you may have in the comments or via Twitter or LinkedIn.
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