Strategies for Improving Substandard Content
In the digital landscape, having a blog that consistently ranks high in search engine results pages (SERPs) is crucial for any business. However, it seems that the content on our blog is currently ranking on pages 2 or 3, which means we're missing out on potential traffic. To boost our rankings and drive more organic traffic, we need to implement a few strategies.
Firstly, enhancing the content with EEAT signals such as expert quotes, first-person insights, author bios, and FAQs can significantly improve its quality and relevance. These elements not only make the content more engaging but also increase its chances of being featured in AI-generated answers and SERPs.
Secondly, conducting a site crawl using tools like Semrush or Screaming Frog can help identify duplicate content, broken links, or outdated metadata across our blog. Addressing these issues can improve the overall health of our blog and its performance in search engine rankings.
To futureproof our blog strategy, we should implement quarterly content audits, AI-readiness checks, performance-based publishing, and content briefs with EEAT built in. This approach will ensure that our blog remains relevant, optimised, and competitive in the ever-evolving digital landscape.
It's also important to identify and diagnose underperforming content. Poor-performing blog posts can negatively impact user experience and trust signals, leading to increased bounce rates and decreased time on site. To identify these posts, we can use Google Search Console, check indexation status, and look for low-quality signals such as high bounce rates, low time on page, thin content, absence of internal links, lack of backlinks, impressions, or engagement.
Once we've identified underperforming content, we need to triage it. This means deciding whether to refresh it, remove it, or leave it as is. To refresh the content, it should be updated with current statistics, links, and references. If a post has no traffic, rankings, links, and no strategic value, it can be safely removed by using a 410 status or redirecting it to the most relevant existing page.
If we choose to refresh a post, we should also improve its internal linking structure to boost its SEO value. Additionally, the intro and H1 of the content should be rewritten to better match current search intent.
Lastly, to optimise the content for AI visibility, we should use lists, Q&A formats, and a clearer structure. If the content is too similar to another post, it can be consolidated by choosing the best-performing post as the primary and merging useful information from the others into it.
In the year 2025, underperforming content can negatively impact a website's SEO. Therefore, it's essential to address this issue now to ensure our blog remains competitive and delivers the best possible user experience. Unfortunately, there are no available search results specifically detailing the plans or strategies of the company KOTA in 2025 regarding the handling of underperforming content. However, by implementing the strategies outlined above, we can significantly improve our blog's performance and ensure its continued success.
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