How To Identify Underperforming Content

Struggling with content that doesn’t perform? Over 90% of online content gets zero traffic. If your content is falling flat, here’s how to fix it:

• Spot the Problem: Look for signs like drops in organic traffic, high bounce rates, low engagement, or fewer backlinks.
• Why It Happens: Common causes include outdated information, poor keyword alignment, or content that doesn’t match search intent.
• Fix It: Update old content, align with search intent, and resolve technical SEO issues like broken links or slow page speed.
• Track Progress: Use tools like Google Analytics 4 to monitor traffic, bounce rates, and conversion metrics.

Key Metrics to Watch:

• Engagement: Organic traffic, time on page, bounce rate.
• Visibility: Search rankings, backlinks, social shares.
• Conversions: Leads, sales, customer acquisition cost.

Content Pruning: How to Revamp Your Site by Removing Low-Value Content

Define Your Success Metrics

Having clear success metrics is crucial for identifying content that isn’t meeting expectations. In fact, the Content Marketing Institute found that 75% of companies with well-defined content metrics successfully generate revenue from their efforts^[5].

Core Performance Metrics

Here are some key performance indicators (KPIs) to monitor:

For example, Invesco boosted leads by 300% simply by focusing on clear performance tracking ^[4].

Compare Time Periods

"It isn’t enough to measure the final outcome alone. You also need to track intermediate metrics to understand where consumers might be getting stuck – essentially bottlenecks in the marketing funnel" ^[6].

To measure performance effectively, consider tracking changes over time:

• Set baseline metrics: Record your current performance metrics.
• Select intervals: Use consistent timeframes like monthly, quarterly, or yearly.
• Account for seasonality: Be mindful of timing and seasonal trends that may impact results.
• Monitor improvements: Compare progress against your benchmarks.

Rank Content Importance

Once you’ve tracked performance over time, you can prioritize content based on its impact on your business goals. For instance, an enterprise technology provider successfully generated a $25 million pipeline by focusing on high-impact content. Their approach included:

• Creating personalized landing pages tailored to key audience segments.
• Using engagement data to provide actionable insights for their sales team.
• Prioritizing content pieces that delivered the most value ^[4].

It’s essential to establish these metrics before diving into Keyword Research or making technical SEO updates. By tracking precise traffic data, you can identify performance gaps and make informed decisions to optimize your content strategy.

Track Website Traffic Data

Keeping an eye on website traffic can help you spot performance issues and identify pages that aren’t pulling their weight. By analyzing traffic trends, you can figure out what’s working and what needs fixing.

Use Google Analytics 4

Google Analytics 4 (GA4) is a powerful tool for spotting content performance issues. Here’s how you can use it to evaluate your website:

Steps to Identify Declining Pages in GA4:

1. Go to the "Pages and screens" report.
2. Use the "Compare" option to analyze two different time periods.
3. Filter by organic traffic using "Session default channel group."
4. Sort the results by sessions to find pages with the lowest performance ^[8].

Once you’ve identified which pages are struggling, dig deeper to figure out why the numbers are dropping.

Find Traffic Loss Causes

Did you know that faulty analytics and tracking errors account for around 15–20% of organic traffic drops? ^[11] Beyond technical glitches, there are several other common reasons traffic might take a hit:

1. Technical Issues
   Problems like broken links, slow-loading pages, or mobile usability issues can hurt your traffic. Running a technical SEO audit can help you spot and fix these problems.
2. Content Relevance
   Content that no longer matches user intent or has outdated information can cause performance dips. Regular content audits should focus on:
   • Pages with declining traffic over the past 6–12 months
   • Changes in keyword rankings
   • How well the content aligns with current search intent ^[9].
3. Traffic Attribution
   Misinterpreting where your traffic comes from can skew your data. To get a clearer picture, try:
   • Segmenting performance by location and device
   • Comparing brand vs. non-brand query performance
   • Grouping content into categories like homepage, blog posts, or product pages ^[10].

To keep your traffic steady, follow on-page SEO best practices and check your analytics dashboard regularly for any red flags. Staying proactive can help you address issues before they become major problems.

Match Search Intent

Making sure your content aligns with search intent is a critical step in addressing underperformance. A recent study shows that 92% of SEO professionals view search intent alignment as essential for achieving high rankings ^[13].

Review SERP Features

Take a closer look at Google’s search engine results page (SERP) for your target keywords. This can uncover what users are looking for and help pinpoint where your content might be falling short.

Search Engine Journal reported in February 2025 that featured snippets often prioritize concise, well-structured answers, while People Also Ask boxes focus on addressing common follow-up questions ^[15]. To refine your content:

• Open an incognito browser and study the top 10 results for your keywords.
• Note the SERP features that appear most often.
• Identify patterns in content style, structure, and gaps.
• Compare your content’s format to the top-ranking pages.

This process helps you align your content with both user expectations and search engine preferences.

Check Keyword Targeting

Using insights from the SERP analysis, evaluate whether your keyword strategy matches user intent. Misaligned search intent is a common reason for underperformance. Start with thorough keyword research, keeping in mind that 80% of search queries are informational^[14].

"If you don’t understand the search intent, you’ll struggle to rank your article. You’ll also deliver the wrong type of content to the user."

• Matthew Mace, SEO Content Writer at Surfer ^[12]

Here’s how to fine-tune your keyword targeting:

• Monitor Intent Shifts
  Search intent evolves over time. Conduct quarterly checks on SERPs for your most important keywords to stay updated ^[13].
• Analyze User Behavior
  Use engagement metrics to assess how well your content meets user needs:
  • High bounce rates may signal an intent mismatch.
  • Low time on page could mean your content isn’t engaging enough.
  • Poor conversion rates might indicate your content doesn’t align with commercial intent.
• Adjust Content Focus
  Update your content to better match user intent. For example, if your page targets transactional intent but users are looking for informational content, you may need to revise your approach. Verifying these updates with a technical SEO audit can ensure everything is on track.

Finally, it’s worth noting that longer content – over 3,000 words – tends to perform better, driving three times more traffic and four times more shares compared to shorter pieces around 1,400 words ^[13].

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Measure Content Quality

Quality is the backbone of content performance – 83% of marketers report better results when they focus on producing high-quality content ^[17]. A thorough quality review can help pinpoint underperforming pieces that need a boost.

Update Old Content

Keeping content fresh has a big impact on search rankings. HubSpot proved this by boosting monthly organic search visits to older posts by 106% through targeted updates ^[16]. Here’s how you can effectively refresh your content:

Focus on updates that provide clear value. A smart strategy is to prioritize pages ranking between positions 4 and 20 in search results. These "striking distance" pages have the most room for improvement ^[17].

"Focus your content update efforts on pages ranking in positions 4-20, on the first and second page of search results. These ‘striking distance’ pages are already somewhat relevant to Google, making them prime candidates for improvement. Pages ranking in positions 1-3 typically just need minor updates to maintain their performance." – Tom Winter, Founder, SEOwind ^[17]

Once updates are made, the next step is ensuring your content communicates clearly and effectively.

Test Content Readability

Content that’s hard to read often struggles to perform. Start by running a detailed on-page SEO analysis to spot readability issues. Here are a few factors to focus on:

• Sentence Structure
  Write in short, straightforward sentences with clear paragraphs. Following technical SEO guidelines can also enhance readability.
• Content Organization
  Use clear headings, subheadings, and logical transitions to guide readers. In fact, 51% of companies say reorganizing old content is one of their most effective strategies ^[18].
• Engagement Elements
  Keep readers interested by incorporating various elements:
  • Break up text with visuals like images or charts
  • Use descriptive subheadings for easier scanning
  • Provide practical examples and case studies
  • Include expert quotes and relevant statistics

Track engagement metrics like time on page, bounce rate, social shares, and conversions to see if your readability efforts are paying off.

While readability standards can vary depending on your audience, clarity should always remain the top priority. Even technical content for professionals benefits from being easy to follow.

Fix Technical SEO Issues

While updating content is important, technical optimization plays an equally crucial role in improving visibility and performance. Technical SEO issues can quietly undermine your content’s effectiveness. In fact, research shows that over 74% of websites struggle with basic problems like missing image alt tags^[19]. Performing a technical SEO audit can help uncover these hidden obstacles and boost your site’s performance.

Run Technical Checks

Technical problems are more common than you might think. Here’s a snapshot of some key issues and their impact:

To address these issues, focus on essential technical elements using reliable tools. Key areas to examine include:

• Core Web Vitals: Evaluate loading speed, interactivity, and visual stability to ensure a smooth user experience.
• Mobile Optimization: Make sure your site looks and functions well on all devices, especially smartphones.
• Site Architecture: Check your XML sitemaps and robots.txt file to ensure search engines can crawl your site efficiently.
• Page Speed: Optimize performance by compressing images and minifying CSS/JavaScript files.

"Technical SEO is never done. Fixing critical issues is just the baseline. The real edge comes from ongoing optimization and keeping sites lean." – João Gabriel Stein Zogaib, Marketing Manager ^[20]

Once these technical challenges are resolved, turn your attention to your backlink profile to further enhance your site’s authority.

Check Backlink Health

After tackling technical SEO, it’s time to review your backlink profile. A strong backlink strategy can significantly improve your content’s authority and overall performance.

"Contextual backlink from the body of the content is better for you. Sidebar and footer links aren’t necessarily bad. But they’re less natural and shouldn’t make up most of your backlink profile. Stick to body content for more natural, effective backlinks." – Chris Tzitzis, co-founder of SirLinksalot ^[21]

When assessing your backlink health, consider these factors:

Quality Indicators

• Linking sites with high domain authority
• Relevance of the linking site to your content
• Use of natural, varied anchor text
• Placement of links within the main content

Red Flags

• Sudden increases in low-quality backlinks
• Overuse of exact-match anchor text
• Links from spammy or irrelevant domains
• Broken or redirected backlinks

For instance, Backlinko’s analysis revealed that 17.4% of their backlinks featured branded anchor texts^[21], showcasing a balanced approach to anchor text distribution.

To stay ahead, perform regular backlink health checks using tools like Google Search Console’s Links report and other industry-standard platforms. This proactive monitoring helps you catch potential issues early, ensuring your content remains effective and authoritative.

Find Declining Content

Once you’ve tackled technical issues and refreshed your content, it’s important to keep an eye on performance. Regularly auditing your site helps you catch natural declines and spot internal keyword competition. One key step is identifying ranking drops to uncover pages that may need attention.

Track Ranking Drops

Monitoring your search rankings is essential for identifying content that’s underperforming. Here’s how you can track changes effectively:

• Set up automated alerts in Google Search Console to stay updated.
• Compare your current and past rankings to detect shifts.
• Export ranking data to identify significant drops.
• Analyze how competitors are performing in the same space.

"Small changes in search ranking aren’t a concern if your page is performing well overall. But if your Google rankings dropped dramatically, do some investigating to see if there’s a larger issue at play."

• Houston Barnett-Gearhart ^[22]

Fix Keyword Overlap

When multiple pages on your site compete for the same keywords, it can dilute your visibility – a problem known as content cannibalization. A great example comes from Ahrefs in 2018, when they merged two separate guides on broken link building into one detailed resource ^[23]. Addressing such overlaps can help you reclaim lost rankings.

How to Identify Affected Pages

• Use Google Search Console to find pages targeting the same keywords.
• Conduct a site search (e.g., site:yourdomain.com "keyword") to locate similar content.
• Review your pages for overlapping topics that might be causing competition.

Steps to Resolve Overlap

• Combine related content into one comprehensive guide.
• Implement 301 redirects from less relevant pages to the consolidated one.
• Strengthen internal linking between related pages to guide users and search engines.
• Tailor your content to match specific search intents for better clarity.

For instance, SEOTesting shared an example in July 2023 involving their article on the Google Search Console Excluded by Noindex report. The piece initially earned 45 clicks, peaked at 675 clicks by October 2023, but later declined to 304 clicks by December 2023 ^[24]. This demonstrates how content performance can fluctuate and why regular audits are crucial.

Conclusion: Next Steps for Content Improvement

Spotting underperforming content is just the beginning – keeping it relevant and effective demands consistent care and strategic updates. According to McKinsey & Company, delivering a consistent customer experience leads to higher satisfaction, stronger trust, and improved loyalty ^[27].

To stay on top of content performance, use a reliable GA4 system paired with a change log to monitor progress. Regularly revisit and refine your optimizations to ensure they stay effective ^[1][3].

"It’s crucial to repeat the optimization process regularly as part of your content strategy to get the best results. This will ensure all of your content keeps working to reach your goals." – searchengineland.com ^[2]

Once you’ve set up tracking, shift your focus to refining your content. Conduct periodic technical SEO audits to uncover and resolve any hidden issues that might be holding your content back. Strengthen your on-page SEO efforts and perform in-depth keyword research to maintain competitive rankings.

Here are some practical steps to guide your strategy:

• Test your assumptions using small-scale hypotheses and A/B testing ^[7].
• Refresh older content before it becomes outdated ^[1].
• Maintain regular technical SEO practices to ensure optimal performance.

These steps build on the strategies discussed earlier, helping your content consistently deliver results. Research shows that businesses with active blogs and strong SEO practices are 13 times more likely to see a positive ROI ^[26]. By establishing solid measurement systems early on and keeping a close eye on performance metrics ^[25], you can keep your content working hard for your goals.

FAQs

How can I identify the most important content metrics for my business goals?

To figure out which content metrics matter most for your business, start by nailing down your main goals. Are you looking to drive more sales, ramp up website traffic, or get your audience more engaged? Once you’re clear on what you want to achieve, focus on the metrics that tie directly to those goals. For instance, if boosting conversions is your aim, keep a close eye on conversion rates and lead generation. If engagement is your priority, metrics like time on page, bounce rates, and social shares will be your go-to.

Make it a habit to regularly review these numbers to see how your content is performing. Adjust your strategy based on what the data tells you, so your efforts stay on track and deliver measurable results.

What mistakes should I avoid when updating content to better match search intent?

When refining your content to match search intent, steer clear of common mistakes like misunderstanding user intent or ignoring current trends. It’s crucial to align the content format with what users expect – if they’re searching for detailed guides, don’t present them with short summaries or overly promotional content.

Another misstep is neglecting to update your content regularly. Outdated material can fall short of meeting user needs or keeping up with changing search engine algorithms. By reviewing and refreshing your content on a consistent basis, you can ensure it remains relevant and continues to perform well.

How often should I perform a technical SEO audit to keep my content optimized?

To keep your content performing well and staying ahead in search rankings, make it a habit to run a technical SEO audit at least once a year. If your website operates in a fast-moving or competitive industry, consider stepping it up to quarterly or even monthly audits. This helps you stay on top of evolving search engine algorithms, shifting user behaviors, and emerging industry trends.

These audits are crucial for spotting and fixing problems like broken links, sluggish page speeds, or outdated metadata. By addressing these issues regularly, you ensure your site stays user-friendly and aligns with search engine requirements, boosting both its performance and visibility.

Related posts

• How To Use Content Optimization Tools For SEO
• How to Perform a Content Quality Audit
• How To Align Content With User Intent
• User Behavior Metrics Impacting SEO Rankings