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Ask These Four Questions When Content Doesn’t Convert

Do you need help converting target high-volume or competitor keywords? You're likely going to need to do much more work to rank. Content that focuses on context and doesn't have ambiguity is crucial for your brand's future success.

Do you need help converting target high-volume or competitor keywords? You’re likely going to need to do much more work to rank. You should look at your content and be sure that it’s highly relevant to users and your brand.


In 2021, Forbes suggested allocating 25% to 30% of its budget to content marketing to maintain consumers’ interest.

This 25-30% budget allocation can vary depending on the sector or the country, but it is a decent indicator of the demand for content creation and marketing services. You can also gauge the level of interest in content creation and marketing by the volume of articles, ads, and posts about those services you see online.


Of course, some companies have had to lower their budgets for 2023 because of poor SEO performance.

Nonetheless, the question begs to be asked this: can lower converting content be fixed? How so? Read on to find out.


What Qualifies As Quality Content?

Of course, most webmasters and site owners think that they have quality content on their sites. However, if you’re allocating 25% of your entire marketing budget, the content on your website has to be great, not just good.


Google staff wrote this in Google Search Central. “It is Google’s mission to organize the world’s information; we want to guide Google users to the highest quality content, the principle exemplified in our quality rater guidelines. Professional publishers provide the lion’s share of quality content that benefits users, and we want to encourage their success.”

The quantity of content about a specific topic depends on how popular that topic is. When SEO experts hear “quality content,” they typically think about “E-A-T” and focus on it. However, Google employee John Mueller has defined content quality as something that includes “E-A-T” and goes beyond it.


If you have content that could be performing better, you should consider reexamining your content creation strategy and process.

Why don't People Find my Content?

Ranking well in search results is critical for search engine optimization (SEO). If your content doesn’t obtain organic traffic, it will likely be visible in the search results; it may not rank high for relevant search queries.


What if your content is just too generic? Consider rewriting the content to be more specific.


What about this situation: you have excellent content, but Google, there are 30 pages of content on the web that are more specific or just different information. Generally speaking, Google thinks that readers are searching for certain types of information when they search. If your content doesn’t have this information, this may be why you’re not ranking.


If your content is vastly different from what’s showing at the top of Google, the chance for your content to be visible in Google drops dramatically.

The search results for “wooden spoon” included shopping sites and pictures. On the other hand, when I searched for “tiling,” I discovered definitions, how-to manuals, and videos. In addition to pages with definitions and general “what is” content, the search results for “ceramic materials” included pages with definitions and general “what is” content.


No one may see your excellent article if it doesn’t have the correct elements or fit the searcher’s context.

Search Results May Vary

Reviewing search engine results pages (SERPs) for different queries in each target market is essential because the results profiles may vary from country to country. If your content performs great in one country but not the other, that could be the reason.


Example: There are multiple listings from the brand Dewalt in the Search results in Australia, which may be causing traffic and sales.

In the U.K., that same query returns a very different set of Search results. The brand page for this product is way down the page. The “People Also Ask” section is listed after the ad block and then a set of video reviews for the tool.



Based on the information provided, the U.K. version of the product could be performing better. In particular, the brand may want to create videos to address consumers’ questions about its products.


The bottom line here is that great content, all by itself, doesn’t usually rank well. Google uses a mix of many other ranking factors (such as site speed, site health, user experience, images, and videos) to determine ranking.


What if we look at site page load speed? This one factor alone can vary greatly from country to country. When doing research, ensure your site delivers an excellent user experience across all target countries and loads quickly. It’s essential to give the searcher an excellent user experience while they’re on your site.

Read Next: Here Are Five eCommerce SEO Trends To Keep In Mind For The 2022 Holidays. 

Who Is Your Target Audience?

Creating content to drive traffic, conversions, and revenue for your website is crucial if you want your audience to connect with your content. Even if a piece of content ranks at the top of search results, it will only convert if it appeals to its audience. We frequently see website owners focusing on high-traffic keyword phrases or adding content in line with what their competitors have on their websites vs spending the time to craft their own excellent content.


Creating content that receives a lot of traffic from people who are not necessarily interested in your business or product is a bad strategy. Your content should be highly relevant to your business and your target audience in terms of quality.

Be Aware of Different Markets

Do you have content that’s performing well in one country, but poor in others? The reason for this could be that audience interests vary across different markets.


When creating content, it’s always best to research the local interests in any market and add this local information to the main content that connects with a local audience. Of course, each market is unique. This means that some consumers in some markets require more details before they’re ready to pull the trigger.

What's Your Content's Goal?

Allocating 25-30% of your marketing budget to content that doesn’t convert or achieve your business goals could jeopardize your content budget next year. The causes of underperforming content are typically twofold: either the content was not created to drive conversions, or it simply did not drive them.


What conversion metrics are you tracking? This will vary greatly across different companies and websites. Making more online sales are usually the main focus of an online store, whereas a non-profit organization’s website typically seeks to boost general awareness to boost membership or donations.


If you’ve got content focused on ranking in multiple counties, consider multiple conversion points and routes when producing content.

Content that Focuses on Context

As we move closer towards 2023, we suggest that you start to look at your content through a global lens. Because budgets are getting tighter and every dollar counts, it’s essential that you make sure that all your existing and new content will interest your readers and also satisfy Google.


Content that focuses on context and doesn’t have ambiguity is crucial for your brand’s future success. If you are only pumping out expert text, you’ll likely miss out on significant opportunities, not rank well, and not connect well with your audience.


Just look closely at the results at the top of Google. You’ll see websites that load quickly, give the user a great experience, and provide specifics. To us, it’s obvious that Google is radically changing search results to connect better with the user by presenting content that matches the search’s intent. This should be your focus.

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