3 Easy Ways to Improve Content Performance

Improve Content Performance

So, you have a website somewhere on the internet, but it’s not really doing a lot for you, and you know you need to improve content performance on the beast.  You’re not getting any leads, and traffic isn’t growing either.

If your website is a big ‘ol nuisance on your radar, and you’re not sure what to do about it, you’ve come to the right place.

Here’s the thing. If you have an active business, you need a website. Google and social media are where most consumers begin and end their buying journey. 

From initial research to online ordering and product reviews, digital commerce isn’t just about transacting with money online. It’s about connection, communication, and building virtual relationships.

Rather than scrapping the idea of doing some real digital marketing, try these three things to improve content performance on your website. There are many ways to improve this part of your digital storefront; however, I’m all about small steps, so the buck doesn’t stop here.

Check out the bottom of this article for more references and tools!

The Basics of Google’s Updates

Oh, Google.  The ubiquitous “they” in day-to-day conversation.  So big and mighty is Google that their algorithms can sniff out a lousy website like a veteran canine officer. 

The most recent Core update (Dec. 2020) is a tricky one and seems to have caused many losses at first, with many industries starting to see gains toward standard traffic momentum. 

Here’s what you need to know and do to keep up with the last year’s updates on Google:

For more information about content requirements for optimal rankings in Google, check out this article.

Here are three things you can do to improve content performance and boost rankings on your website. 

#1:  Re-evaluate Your Website Keywords to Improve Content Performance

Keywords change as often as the algorithms that index your searches like a digital library.  Search behaviors change like a teenager’s mood, so the keyword you used a few months ago may no longer be relevant. 

Take a deep dive into your top keywords. Don’t worry about using tools other than Google for this just yet. Use tools like Google Keyword Planner and Google Trends to help you figure out which keywords are better suited for your industry and topic. 

You can also check your Google Search Console performance area for common queries over the last 3-6 months. It’ll give you a good idea of what people are typing or saying into Google to find you. 

You may also find this information in your Google My Business Insights.


Aim for medium competitive words with more than 100 average searches per month. Don’t try to rank for the most competitive keywords! Choose one focus keyword (1-2 words) and a couple of long-tail keywords (4-6 words).


Use a different keyword for every page and post. Don’t cannibalize (overuse) the keywords, or Google will ding you for it.

#2:  Refresh, Reformat, and Reimagine Your Content

To improve content performance, you’re probably going to need to reimagine things a bit.  If it’s not performing well, then it’s likely not written in a way that attracts visitors or encourages them to continue scrolling. 

Make sure you’re focused on the customer, not your business, product, service, or yourself.  Remember, it’s not about you. It’s about them and what you can do for them.  Everyone is walking around this planet with the same thought: “what’s in it for me?”

Address the main problem you solve.  Explain, briefly, why what you can do is better than what your competitor can do. 

Start with one page, such as home or contact, to test different ways to improve content performance on that page. What do you want it to do?  Should it inform? Entertain? Lead into a form? Sell a product?

Trust me; you’re going to want a great writer for this project.  Repurposing content sounds easy, but it’s a difficult job that requires a unique skill set, especially when you want to rank in Google. 

Difference Between Copywriting and Content Writing

How do you know if you need a content writer or a copywriter?

Click here to discover the difference between the two.

#3:  Use an SEO Plugin to Improve Your Website Content

To help give search engine juice to your content, add a plugin like All-in-One SEO, a multidimensional SEO tool for small businesses. With more than 2,000,000 downloads, the AIOSEO toolkit is both easy to use and incredibly powerful.

An SEO assistant tool will make optimizing pages and posts quick and streamlined.  It’s one of the easiest ways to improve content performance. Some other options include Yoast and Rank Math.

These plugins are mainly built for WordPress because that’s what I use. Here, I mean wordpress.org, not wordpress.com.

WordPress is one of the fastest-growing CMS platforms in the world, and with good reason. It’s magic on SEO, and it’s totally open source, which means nobody is going to own your website but you.

Need some help with WordPress?

Check out my partner’s website to see if he's the kind of talent you need to help.

Additional Resources

3 Must-Haves in Your Content Marketing Plan


A content marketing plan is one of the most cost-effective ways to help potential customers find your website. But that’s only half the battle. Once you get them there, you need to provide high-quality, relevant information that answers their questions and keeps them engaged.

What is Content Marketing?

It’s the behind-the-scenes script.  A content marketing plan is a strategic approach for providing valuable, reader-friendly information to a targeted audience who’s expecting something from you. Generally, you’ll include at least a general timeline as well, such as “post to blog once a week” or “post 20 times to social per month.”

When you’re building your content marketing plan, make room for brainstorming topics to find fresh, compelling material that keeps people coming back to your website and spending more time on each visit.

Returning Visitors Google Analytics Content Marketing Plan
A content marketing plan and SEO campaign helped boost these results for a local restaurant in the middle of a pandemic. That’s how I roll.

With Google changing their algorithm to be more logical and content centered, this kind of plan is what every marketer and business owner should be focusing on as we adjust to the new requirements from the world’s largest search engine. 

Why Implement a Content Marketing Plan?

Implementing a content marketing plan helps businesses:

It’s Time to Focus on Content.

Content is King. Don’t let anyone tell you otherwise. However, there’s some fine print to our creative king – it’s not about pumping out content that’s so dense with keywords you could cut it with a knife. It’s not even about posting random content.

It’s about recognizing, honoring, and respecting the Queen of organization and nurturing as well. The two must work together to run a prosperous realm (business).

Remember, people turn to Google for information. Google’s goal is to provide the freshest and most applicable answers to its users’ questions. If you publish relevant, accurate content, then Google will notice and award you with higher organic search engine results.

Also, keep in mind that high-quality and compelling content is more likely to be shared. Google will share your content to their contacts on Facebook, Twitter, YouTube, LinkedIn, Instagram, and other popular social networking platforms.

The 3 Things Every Content Marketing Plan Needs

You can’t get onto a stage without a microphone. Websites, blogs, social pages, industry directories, news outlets, and SEO tasks all play significant roles in broadcasting your content marketing plan. These will be your channels and tools of communication. 

Once you have your list of tools and channels, add these next three pieces to your content marketing plan to get started. You don’t have to do everything all at once. Small steps are okay!

#1  Make a Calendar with Different Content Types

Everything is content, so consider the following types to include in your content marketing plan:

I’ll review how to write each one of these using simple formulas and tools in later posts. 

For now, start with what you know.  Pick one or two content types you can do. It’s a good idea to get a feel for the content projects before hiring out for them.

Regardless of the types you choose, the writing and design need to be thoughtful, relevant, free of errors, easy to read, helpful, and entertaining.

For content calendars, I use either Microsoft Excel, Google Sheets, or Google Calendar. For some clients, I’ve had to use all three. Keep yours simple. Use Google to your advantage to find free templates that’ll help you get the ball rolling.

#2  Perform Market & Audience Research

You won’t do very well developing targeted content for your customers if you don’t know who they are, what they want, and or they spend their time online.  Identify your target audience by using data you already have, data from your competitors, or general research data. 

Understanding your buyer should be a top priority before attempting to implement a content marketing plan.

In defining your audience, be sure to explain their problem or desire for which you have a solution.  Make your offer clear, followed by the reason why you’re offering this product or service.  

Important Reminder

You are not the customer. Your audience may be different from what you expected, so make no assumptions. Keep an eye on your sales and most profitable leads. Who’s buying from you? Be ready to modify this audience regularly. They change their behaviors and attitudes as often as a teenager.

Clarify who your service is for, and be as specific as possible. For example, my primary audience is entrepreneurs and small businesses. That’s pretty broad, so I break that down further to marketing managers and those looking for some DIY support.

Mostly, the people I talk to have a product or service they can and are willing to sell online. 

How am I doing? 😊

Finally, research your competition. What types of content are they publishing and where? Are they running ads? SpyFu is a great tool that can help you with this part of the research.   

#3  Use an SEO Plugin

I use WordPress, so all my plugin suggestions have been tested only on that platform. WordPress is the #1 CMS in the world and the fastest-growing. Note, I’m referring to wordpress.org not wordpress.com. The difference is between renting and owning your website.

SEO writing is the Golden Snitch of digital marketing. Catch it, and you’ll likely win the game. Search engine optimization is a core element to any successful content marketing plan. A plugin and online platforms can help make this process simpler and more efficient.

A few of my favorite WordPress SEO plugins include:

Getting started is always the hardest part. Your content marketing plan doesn’t need to be an enormous, exhaustive document. Just include the basics:

  • Who’s the audience?
  • What do they want?
  • What do you offer?
  • How will you sell it to them?
  • How will you promote it to them?

Refer back to your plan regularly and adjust it as needed.

As always, if you get stuck, reach out! I have more than a decade of experience writing digital and traditional marketing and sales content.  Together, we’ll find a way to communicate with your audience.