How To Measure Content Performance: 5 Things To Do About Low-Traffic Pages

Low traffic is bad for any business. Businesses need visibility to get leads and sell their merchandise.

While low traffic doesn’t always mean poor quality content, it does mean low conversions.

Think of it this way: Any key performance indicators (KPIs) you want to score or any goal you have planned for your webpages requires traffic to work.

If you run an e-commerce website, you need people to buy your products. If you manage a blog, you need loyal readers of your content.

Low-traffic content or low-traffic pages are pages that get ignored by most people, so they fail to fulfill the point they were created for.

You can try to measure content performance and find solutions for your low-traffic pages. 

Read on to learn more:

Benefits of Content Audit

Steps To Measure Content Performance and Fix Low-Traffic Pages

Final Thoughts: 5 Effective Strategies To Measure Content Performance

Benefits of Content Audit

Analyzing your content performance helps you identify the issues and gives you cues to solve them.

Common advantages of content auditing include:

It Ensures Better Content Delivery

When you perform a content audit to measure content performance, you discover valuable content ideas and gaps you can explore to satisfy and engage your target audience.

You discover the type of content your audience likes and figure how you can use that to your advantage.

You also find thin content, duplicate pages and outdated posts you should fix.

It Enhances Your Marketing Strategies

Measuring content performance helps you perfect your content creation and SEO strategies. This leads to an improved marketing plan.

Through your auditing, you discover opportunities for enhanced marketing, such as business promotional content, internal linking and social media sharing.

It Improves Search Engine Ranking

A content audit shows you what you need to do to rank on search engine result pages.

It helps you optimize your content for your target keyword so that when your ideal customers enter a relevant search query, your post shows up as an answer to their question.

Steps To Measure Content Performance and Fix Low-Traffic Pages

Here are the steps you can take to measure content performance and fix low-traffic content:

1. Blog Audit

A blog audit is a process of systematically reviewing and analyzing the performance of your website and every piece of content to improve your content strategy.

As a blogger or small business owner, a blog audit means a complete review of all activities performed on your own blog and through other channels for your content. These include:

Measure content performance: Run a blog audit

Blog audit is a great strategy to measure content performance and improve low-traffic blogs.

You can do blog audit both manually and using tools.

In the manual method of blog audit, you check each webpage and add links with comments in a spreadsheet — which is time-consuming and overwhelming if you have a big website.

Alternatively, with content auditing tools like Semrush, Ahrefs and Screaming Frog,  you can collect URLs and quickly identify and fix the less-performing content.

You will also work with Google Analytics and Google Search Console for blog audit as they help with website indexing, metrics and sitemap analysis.

Once you have found out the low-traffic pages that need fixing, you can:

Improve Pages:

If a high-quality content piece receives less organic traffic, you should not remove the page. Instead, you should improve it. You can:

  • Include metadata — meta descriptions and title tags
  • Add relevant target keywords
  • Restructure the post
  • Update content piece
  • Add alt texts to your media files

Remove Pages

For low traffic content with poor quality, it’s best to delete the page. A poor quality page is the one that does not:

  • Answer questions your target audience is asking
  • Give new insights into your topics
  • Relate to your ideal customers or brand mission
  • Offer monetization or lead generation benefits

Merge Pages

Google’s John Mueller suggests merging low-traffic pages as a possible solution to less organic traffic.

This is good advice because as it is difficult to improve every single page. Merging pages that are a good fit will save time, combat low traffic and provide a more extensive and meaningful page.

2. Heat Mapping

Heat maps are data visualization tools for analyzing user behavior on a webpage. They help you understand how your pages perform by showing you the content pages or sections that receive more attention.

Measure content performance: Screenshot of heat mapping on HubSpot blog.

Heat mapping offers an advantage over traditional or quantitative user analytics tools by providing concise information in color scale.

Using heat maps, you will easily measure content performance and pinpoint the pages with less organic traffic that affect your visibility and website ranking.

3. Reliable Hosting

While creating your website, you should put a fair amount of thought into choosing the hosting provider.

A mediocre hosting provider can also cause low-traffic website because poor hosting causes:

  • Slow-loading websites
  • Website downtime
  • Improperly displayed website
  • Website crashes

All these factors hurt your user experience and increase bounce rate. It is essential to review your web hosting service to avoid low-traffic pages.

Bluehost has many hosting packages that suit different businesses.

Besides the stable servers to keep your website online at all times, Bluehost’s hosting plans cater to your website’s structure, performance, speed, security and web traffic.

4. User Survey

User surveys enable you to get opinions from your audience. They help you determine what your customers like, what they want to see and which things they want to change.

Carrying out a user survey is a direct way to measure content performance. It will help you understand your audience’s behavior on the website and why they avoid clicking on specific webpages.

You create the content for your users. Delivering it to them is the whole point of content creation.

So ask them what attracts them to a high-performing piece and what they dislike about less-performing content.

You can use user testing tools such as UserTesting and TryMyUI to perform effective user surveys. For most blogs, however, on-site surveys may be preferable.

You can also use social sharing to distribute user survey forms.

User testing helps you understand your ideal customer’s interest, improve your low-traffic pages and create better content they want to see — a win-win situation.

5. Search Engine Optimization (SEO)

Measure content performance: Improving website SEO.

You should measure content performance and ensure that SEO is a core part of your content creation strategy.

Why?

Because 40% of website traffic begins with a search query.

Search engine optimization decides how high your content will appear in the search engine result pages (SERPs). It affects your brand awareness and organic traffic volume.

SEO plays a significant role in determining whether or not people will find your page after a search.

Here are some SEO things you can do to improve your low traffic blog or low traffic page.

  • Improve your website’s SEO
  • Conduct an SEO audit to determine if your website or page is optimized correctly
    • Use a strong internal linking structure
    • Check if your pages have metadata that includes meta titles and descriptions
    • Optimize your URL structure for search engine indexing
  • Adopt a proper content marketing strategy
  • Obtain valuable backlinks to build your website domain authority
  • Create landing pages optimized for SEO. According to Neil Patel, a well-designed landing page can improve your traffic, lead generation and sales. The more good landing pages you create, the more gateways you open to traffic.

Final Thoughts: 5 Effective Strategies To Measure Content Performance

Having a low-traffic page isn’t a problem. It becomes a problem when you ignore a low-traffic page, refuse to measure content performance and let it affect your conversions.

You can perform a content audit to analyze your metrics and increase organic traffic by following the discussed strategies.

Run a blog audit, use heat mapping, improve your hosting to resolve the low-traffic issues.

Looking for a reliable hosting partner?

Get started with a Bluehost hosting package today.

Devin Sears
Devin Sears | Field Marketing Manager

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