The only way you can bridge the gap between your site and its audience is to make sure that your website contains the content that provides value to your audience.

The ability of every piece of content work to its true potential is different, but that doesn’t mean you cannot do anything about an underperforming piece of content. In this article, we are going to talk about how to analyze the content’s performance, and also about the ways you can fix any content areas that are not up to the mark.

Using Google Analytics to identify underperforming content

The first step towards fixing something is to see where it underperforms. In case you need to identify content areas that need fixes and upgrades, you can consider using Google Analytics, which is a go-to solution for every digital marketer.

To check the content performance, you can use the Behavior reports in GA. This set of reports tells you what your visitors do when you reach your website.

First, you are going to have to take a top-level view of the web content. You can have this view when the analytics loads primary stats of your site in the Behavior reports. You can move to the page-level stats by clicking on Behavior > Site Content > Landing Pages. That is where you are going to see useful metrics such as sessions, users, and company values items, which may include goal completions.

The numbers against each factor of the content will let you know how well your content has been performing in a particular duration.

Steps to improve existing content

Now we are going to talk about the practical steps that you can work on to improving existing content on your website.

Refreshing the content

If the content has not been updated in a while, you need to see what upgrades or improvements you can make to bring it in the spotlight. Remember, Google gives preference to the content that is up-to-date and reliable. Updates that you can apply to the existing content may include:

• Adding new stats
• Adding fresh and relevant quotes

Do not stick to the same format throughout the length of the content

Many people generally add text content on a page without paying attention to the fact that other forms of content can remarkably benefit the text content. All you have to see what type of content appeals to your audience more. You can add images and, if possible, a video for a better explanation of your content.

Audio content

By adding audio files in the web pages, you can make the content consumable for a bigger audience. People who are on the move might not be willing to read the full text on your web pages. Audio files make it easy for them to understand the content on your website.

Give answers in your content

Another way to increase traffic and conversions is to see what people ask about the topic of your content. You can create content based on these questions, aiming to provide answers to the questions. Moreover, youwill need touse different header tags to make the content more understandable and organized.

Bottom line

These tips should help you improve your existing content in the most practical way. These guidelines are not limited to only improving the content. You can use them to create new content as well.