Content Marketing

How to Optimize Underperforming Content: SEO Best Practices

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As a marketer, ensuring that your content engages people, establishes brand authority and yields results is crucial. Therefore, you need to make a content marketing strategy to reach your marketing goal. Although it might be challenging to do it right, content marketing is essential to a company’s digital marketing strategy.  

Content generates traffic, conversions, and better stats on your site, serving as support. But what happens when the popular pages or pieces of content that were ranking well previously start to disappear? Or anything you post doesn’t perform as well as you would like it to?  

The time and effort required to create content might seem never-ending, and it can be discouraging when it simply isn’t working for you. That’s where SEO best practices come into the picture. They can help you identify the underlying cause behind your content not performing well and optimize it.  

So, we have prepared SEO best practices guide that will show you how you can optimize your underperforming content and have a better chance of showing up in search engine result pages. 

5 Content Marketing Strategy to Optimize Your Underperforming Content 

Every content marketer dreams of having their work acknowledged by as many people as possible. After all, the entire purpose of creating content is to reach a wider audience. Nevertheless, not all content performs equally.  

Some posts appear on search engine first pages and are seen by practically everyone interested. However, the majority of posts are only read by their authors and editors before being lost in time. Therefore, in this guide, we will explore 5 SEO best practices so your hard work doesn’t go to waste, and you can get the maximum result out of your content efforts: 

  • Perform a Content Audit 

Start by conducting a comprehensive content audit to identify underperforming pages on your website. Look for pages with low organic traffic, high bounce rates, and low engagement metrics. Analyze these pages to understand why they are not performing well. It could be due to poor keyword targeting, insufficient backlinks, or outdated content. By identifying the root cause, you can strategize effectively to optimize these pages. 

  • Conduct Keyword Research 

Keyword research is essential for optimizing underperforming content. Use keyword research tools to discover relevant keywords and phrases with good search volume and low competition. Identify keywords that align with your content and bring targeted traffic. Optimize your content by incorporating these keywords in the title, headings, meta tags, and body. Avoid overstuffing keywords, as it can negatively impact your rankings. 

  • Improve On-Page SEO 

Optimizing its on-page SEO can significantly impact the performance of your underperforming content. Focus on optimizing meta tags, including title tags and meta descriptions, with targeted keywords to improve click-through rates. Ensure your page loads quickly, as site speed is an important ranking factor. Use clear and descriptive headings to guide readers and search engines through your content. Include relevant internal and external links to provide added value to your readers and boost SEO. 

  • Enhance Content Quality and Relevance 

Sometimes, underperforming content may be lacking in quality or relevance. Update and enhance your content by making it more comprehensive, engaging, and informative. Add relevant multimedia elements like images, videos, or infographics to enrich the user experience.  

Structure your content with clear subheadings, bullet points, and paragraphs to make it scannable and easy to read. Align the content with the search intent of your target audience and address their pain points and questions effectively. Once you are done creating quality content, engage in social media promotion to increase its visibility and encourage others to read your content. 

  • Build High-Quality Backlinks 

Link building plays a significant role in optimizing underperforming content. Reach out to influential people in your niche and request them to link to your content if it is providing value to their audience.  

Alternatively, you can create high-quality guest posts and include links to your underperforming content and publish them in high authority websites. This process may take some time, but it is worth your effort. Remember, quality over quantity is essential when it comes to acquiring backlinks. So, instead of adding hundreds of links from low DR websites try to get links from sites having high DR.  

It may happen that sites with high DR may not give you link directly. So, start by reaching out to people who have websites with DR between 30 to 50. Then once your own DR increases, you can target sites having 70+ DR. 

Final Words 

Optimizing underperforming content using these SEO best practices can significantly impact its visibility and performance. From conducting a content audit to building high-quality backlinks, each step plays a crucial role in ensuring your content marketing tips gets the attention it deserves.  

As you embark on this journey, consider seeking the expertise of Ultimate SEO Help for better results. With their in-depth knowledge of the market, they can guide you through the optimization process and help you achieve optimal results.  

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