Content Strategy For Underperforming Website Pages

content strategy for website pages to rank better on google

Content presents is a huge opportunity to rank better in search engine results. For starters; a website should have a variety of content pages including static content, landing pages, form pages, thank you pages, and blogs. Get creative with your content to attract more visitors. The top two goal for a web content strategy should be to help improve the visibility and user experience. This article focuses more on visibility for search engines.

What Does Google Look For in a Web Page?

If you note that a particular page or series of pages on your website are underperforming, then it is time to investigate. Before deleting, redirecting, merging multiple pages into one single page, evaluate the importance of the content and consider all options.If you have tried all the technical SEO tricks in the book to improve page performance, and they still underperform, then the problem may be due to “low quality” or “outdated” content. Potentially, the problem could be more about the user experience, rather than the search engine. However, let’s focus on some of the things that Google is thought to rank web pages for.  Besides on-page optimizing content, many experts agree that  E.A.T. is a strong factor in the Google algorithm configuration. After reading this article, I would recommend searching for and viewing Google’s “Quality Raters Guidelines” as it may help prepare more “search engine” friendly content.

Strategy is a fancy word for coming up with a long-term plan and putting it into action.

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Evaluating Your Website Content

Your website content should indicate to Google bots that you are the expert. You are the authority in your field. Material on your website is high-quality and trustworthy. Evaluate the performance metrics to gauge success or failure. Detailed and optimized pages which are specific about one service or product rank better than a page that has merged a bunch of varying or related products or services together. Fast loading websites outperform slow ones,  and sites that keep content fresh are going to be more appealing. Improve content performance b answering some important questions.

Some initial questions to ask regarding quality & authority:

  • What are your competitors doing differently?
  • When did the page performance take a turn? (Possibly due to a Major Core Algorithm Update?)
  • Is the page on your sitemap?
  • Is the page slow to load?
  • Are your pages outdated or no longer relevant?
  • Are your pages overlapping with material/duplicate content?
  • Are your pages providing enough detail/word count?
  • Are your pages bouncing?
  • Are your pages targeting & attracting the correct audience?
  • Are your pages displaying content which positions you as the expert?
  • Are the referring domains to this page authoritative?
  • Is there a clear call to action on every page?

Depth Of Content On Website

There is a known correlation between the depth of your content and Google rankings. It has since been updated and to current day continues to emphasize the importance of fresh and updated content. The magnitude of content updates and frequency of content updates do also have an impact on this indexing system.

You may lose ranking if pages are too similar, too short, have too many focus keywords, are not supported by quality links, or are not on-page optimized. If fresh quality content isn’t the problem, do some investigating into competitor content. Do websites that outrank yours have more in-depth authoritative content?

Mobile Content

In order for the content to be fully visible and have an opportunity to be indexed, it needs to be on both mobile and desktop. The same goes for content which has been “hidden” behind mobile tabs. Although the content exists on mobile, it may be difficult to find or use. If this is the case it also will not indexed as well as fully visible content.

Due to mobile first indexing and the improvement of mobile delivery and display of content, most businesses have seen traffic on mobile content surpass desktop. Even so, do not forget about your desktop audience! Content on your desktop may still provide more conversions, better bounce rates, and more opportunity for in-depth research.

Quick 10 Content Performance Maintenance

There are ways to salvage underperforming web pages. Focus pages which have minimal traffic, low conversions, or low visibility on mobile first…then desktop.

  1. Check your online reviews & monitor your reputation. Get a handle on what are people saying about you. Even if you think there would be no reviews in places like Yelp or BBB, look anyway. Also, ensure that you respond to negative reviews!
  2. Ensure content is authoritative, relevant, in-depth and understandable.
  3. Ensure that the page you’re focused on is being noticed and understood by search engine crawlers. This means it should be found on a sitemap.
  4. Check for duplicate/similar content. If there are competing pages, tell Google which one you prefer to rank using robots.txt / canonicals.
  5. Your web page should be easily found & formatted for the mobile device & also found on desktop. If needed, revisit & revamp your on-page SEO.
  6. Your page must load quickly on all devices. (First mobile interaction 1-3 seconds.)
  7. Add updated, fresh content to existing page; reach 2000 words per page if possible & ensure there’s a call to action.
  8. Knowing what your top competitors are doing differently is a really big deal, and a great starting point. However, it is important to go a step further and ensure that you’re addressing your niche.
  9. Support your pages with links, social mentions, comments & multi-media. (If you’re a local business who can’t get referral links from high authority sites on a national level, then try to get some on a local or social level.)
  10. Ensure images are not copy write and also have alt tags.

If your website content needs some attention, contact Leaning Tree Digital.

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