How to Improve Underperforming Content

Content is the backbone of any brand trying to establish its online presence in today’s landscape. Content plays a significant role in optimizing and improving your SEO. If we pay close attention to the communication between Google and Webmasters in the last few years, then it’s clear that they have prioritized content for ranking websites or blogs. But despite working so hard on creating unique and relevant content, some content creators fail to achieve a good ranking on Google. Here comes the theory of underperforming content, which is often ignored by various content creators.

What is Underperforming Content?

Underperforming content is a piece of content that does not perform up to its full potential. Despite putting in maximum efforts, some content does not perform up to the mark. There could be multiple reasons behind the non-performance of your content, but the primary reason is that your content is simply not good enough to attract organic traffic.

In this article, we will mention how you can detect and improve the underperforming content:

Google Search Console

You can use the URL inspection tool to understand the status of your page or content. With this tool, you can analyze if you are allowing Google to crawl or index your page. With its Coverage feature, you can access the indexability and crawlability of your page.

Check if there is any difference between declared canonical versus Google-selected canonical. If the two differ, that means Google does not recognize your declared canonicals.

Chrome Extensions

Chrome Extensions simplify our lives to a great extent. Some Chrome Extensions can help you get a lot of information on your content like your page’s indexability status, meta robots tags, and canonical tags. You can check out Chrome Extensions like “SEO minion” or “SEO Meta in 1 click” to access information about your page.

JavaScript Check

JavaScript plays a significant role in improving the interactivity of your page. It may change some key HTML elements that are very crucial for SEO. Various tools like Mobile-friendly tests, Rich snippet results, and URL inspection tools can help you in finding out whether JavaScript might be a problem for your SEO or not.

Intent and SERP Analysis

With SERP and Intent analysis, you can cross-check various reasons why your content is not performing well. You can check whether your content is not compelling enough compared to ranking on page one. Other reasons for your content’s underperformance might include the wrong format of your content, seasonal content, or content being overshadowed by SERP features.

Duplication Issues

Duplicate content hurts your Google ranking. You can use various SEO tools to check whether two or more ranking URLs are flip-flopped. Here, Google cannot understand which URL to rank for a specific keyword. Check if the two URLs are appearing in a search result for an exact keyword. That is also a clear sign of duplicity. You can also check your SEO visibility by landing page. There might be a problem if two different URLs are ranked for similar keywords.

Now, as we have discussed the possible reasons for the underperformance of your content and how you can detect it, let’s dive into the solutions to fix this issue:

• Check if your page can be crawled and indexed correctly.
• Make sure your page does not fall under blocked resources in Robots.txt.
• Make sure your page does not contain a no-index meta robots tag or a canonical tag pointing elsewhere.
• Check if other pages have a canonical tag pointing to your URL.
• Make sure your website does not have any non-SEO friendly JavaScript.
• Make sure your page is internally linked to the site.
• Make sure your page is present in your XML sitemap.
• Always research what the SERP looks like for your topic.
• Make sure you don’t overdo the mapping of keywords.
• Always pick the top three keywords and focus on making your content relevant to those keywords.
• Write unique and keyword-rich titles to improve your on-page ranking.
• Do some SEO keyword research to write interesting meta-data.
• Don’t change your metadata frequently.
• Work on the readability factor of your content.
• Use enough space between lines and paragraphs.
• Check if your content’s tone and language match your target audience.

Conclusion

Underperforming content is a prominent yet understated issue by many content creators. But by using the right tools and processes in place, you can easily fix your underperforming content.

To fix this issue, make sure you dive into the reasons first and then take necessary measures. You can follow the process mentioned above to detect the likely reasons for the underperformance of your content. Ensure you request your page’s indexing with the URL inspection tool once you have made the necessary changes.

Source:-  How to Improve Underperforming Content

 

These Tips Will Help You to Go Viral on Social Media

Going viral on social media is a dream for many. It is not easy to get a hundred thousand likes on Facebook or 10 thousand retweets on Twitter or a million views on YouTube. Along with quality content, it needs a certain kind of strategy and planning to make your content go viral on social media. If you are a marketer, then you must be knowing the importance of getting your content viral on social media, or if you are an aspiring influencer, then also you must be knowing it. There are no fundamental rules of the content to make it go viral, but there are indeed some essential strategies to do so. All it takes is some good content and some efforts to develop an emotional connection with your audience. In this article, we are going to provide you with some tips to make your content go viral on social media. These tips are going to be helpful if you are a marketer or an advertiser. Let’s scroll down.

Know Your Audience

If you have already been into marketing, then it can be assumed that you already have a kind of ground in the market with a good enough size of the audience. But if you are dreaming about going viral on social media, then having an audience is not just enough, but knowing your audience is equally crucial. You must try to understand your audience and their behavior. You must create a marketing persona that provides you with demographic and physiological characteristics of your audience, which will help you in understanding their social media behavior. You can also try talking to some of your customers in real life, and it will be easier for you to know their interests. Once you become familiar with their interest, it will be easier for you to choose and publish the right kind of engaging content that they would like to share. 

Use a Suitable Social Media Platform

There are a lot of social media platforms available, but it is challenging to establish a strong presence on all of them without a dedicated team. Every social media platform has different features, and you should pick those only which are compatible with your business. It is wiser to select and focus on those few social media platforms where your target audience interacts the most. You can use those social media platforms for content marketing. Facebook, Twitter, and Instagram must be on your list for any business if you are looking to market your content effectively, and according to your target audience, you can also consider using other platforms like Pinterest, Google+, LinkedIn, etc.

Focus on Quality of Your Content

A marketing strategy can surely drive you to success, but the quality of content also has an important role. The content you post through your social media account must be catchy, engaging, evoking emotions, and worth sharing. It will need consistent and regular efforts to create quality content. To make your content go viral, make sure the content you are publishing is unique and valuable. Usually, it is visual content that receives the highest reach, and it can be anything from a funny video to an intriguing image. Focusing on publishing rich quality content with varieties will lead to a higher engagement rate and reach.

Only when you are sure that you are getting enough reach and the audience is loving your content, it will be the right time to advertise your business.

Partnering With Influencers

There are lots of people on social media who are famous for their rich content only. They make regular videos, write new blogs or any such thing on new topics, full of creativity, and have a massive audience for their content. These are social media influencers who you can partner with to give a boost to your brand. They can mention your brand or product or social media handle in any of their work, which can give you higher reach on social media. You can make these influencers a brand ambassador of your business or sponsor them to get featured in their content.

Create an Emotional Connection

Your content must have the ability to connect with your audience to go viral and emotional appeal is one of the most excellent tools for that. If your content is successful in creating an emotional appeal among your target audience, then there will be high chances of your content getting mass sharing and getting viral. An emotional appeal is a common factor in all the viral posts, and it is even better if you can offer it in a humorous way which will tempt your target audience to share it with their family and friends.

Choose Right Kind of Content

It has always been a big question of what kind of content will appeal to an audience. Well, the answer varies from audience to audience, but if we talk about the common factors, then it has to have humor and some inspiration. Everyone loves it to laugh and to stay motivated. Publishing humorous content on social media platforms makes it worth sharing, and posting inspirational content will make sure that your audience stays connected with you regularly. You can post some memes, funny videos, intriguing images, inspirational short stories, or motivational quotes to keep the rate of engagement on your social media content high.

Share Content

If you are creating quality content and using the right hashtags and strategies to spread it, then it is good. But almost every social media platform has an unsaid rule of collaboration. It works better if you don’t only keep posting your content but also share the valuable content created by other creators. There are high chances that they will do the same for you, and it will just increase the chances of making your reach higher. Higher reach will mean a higher engagement rate also. You will also learn some creative stuff from different creators, and your audience will stay connected with your profile for the rich content you share on your profile regularly.

It might be a little difficult to establish a strong presence in the beginning if you are a newbie in social media marketing. Still, if you follow the tips mentioned in this article, you are certainly going to build an impactful presence for your brand in the virtual world. After all, it only needs some strategy and effort to hit the goal.

Source:-  Go Viral on Social Media