Link: https://moz.com/blog/improve-underperforming-content
Focus for SEO has become relevance of content. There is a certain kind of content that Google prefers to list at the top, as we learnt.
A few key points to fix underperforming content are as follows:
1. Make sure your page can be crawled and indexed “properly”
2. Understand search intent: Put simply, you should always research what the SERP looks like for the topic of interest: by analyzing the SERP and all its features (organic and non), you can get a much better understanding of what search engines are looking for in order to match intent.
3. Map your pages against the right keywords
4. Write great metadata
5. Make the right content amends: Make sure you’ve thought about all internal linking possibilities across the site. Not only for the same type of page (transactional page to transactional page, for instance) but also across different types (transactional page to video/blog post, if that helps people make a decision, for example).
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