In today’s SEO landscape, AI, SGE, and Helpful Content advancements have introduced unprecedented complexity. The benchmarks for gauging success are constantly shifting.

But here’s the reassuring part: while SEO evolves daily, the core principles remain relatively consistent over the past decade.

Yes, changes occur, complexities arise, and standards elevate. However, there’s a silver lining: adopting a “balanced scorecard” approach enables you to group fundamental principles that you can control (the “inputs” of future performance, spanning from content quality to backlinks). This approach helps better understand why your results may be lacking (the “outputs” you can’t directly control, like rankings, traffic, and sales).

To navigate this dynamic landscape, consider these five straightforward questions that address the most pertinent ranking factors influencing your success (or lack thereof).

Question 1: Is the content up to par?

First, let’s evaluate the quality of the content you aim to rank for. Your content needs to be top-notch to climb the ranks for competitive keywords.

But what exactly makes content “good”? It doesn’t always have to be groundbreaking, but it should:

• Address customer pain points from their perspective, not just the company’s.
• Present the problem and its symptoms for immediate recognition.
• Offer potential solutions and alternatives in a fair and balanced manner.
• Be concise, engaging, and accurate.
• If you want to compete against savvy competitors, avoid scraping the bottom of the barrel or resorting to rehashed, low-quality content.

Additionally, consider timing. When was the content published, and how long has it been live? Remember, SEO results are often measured over months or years rather than weeks. Focus on leading indicators that drive performance rather than immediate results.

Question 2: Is the content properly optimized?

Even stellar content may struggle to rank if it’s not optimized effectively. Striking the right balance is crucial; your content should be similar to existing content to satisfy search intent while standing out as superior.

Compare your page’s structure, length, and format to what’s already ranking to ensure it aligns with user expectations and search engine preferences.

Question 3: Do we need one comprehensive page or multiple targeted ones?

As search engine result pages (SERPs) lean towards prioritizing unique, focused pages, consider whether your struggling page should be consolidated or broken into multiple targeted ones. Assess the keywords it’s ranking for and watch out for potential keyword cannibalization.

Question 4: Does topical authority limit us?

Topical authority can be a barrier for smaller websites, limiting their ability to compete with more prominent, established brands. To overcome this, focus on building a stronger brand and site while establishing topical authority within your niche.

Evaluate your content’s subject matter coverage and assess how it contributes to your site’s overall authority.

Question 5: What about off-page competitiveness?

Lastly, pay attention to off-site metrics like backlinks, which can significantly impact your rankings in competitive spaces. Even with exceptional content and topical authority, quality backlinks remain crucial.

Analyze domain and page-level strength metrics of competitors ranking above you to gauge the level of competition and identify opportunities for link building.

Addressing these five questions can help you gain valuable insights into why your content may be struggling to rank and develop a strategic plan to improve its performance in search results.

Enhancing Content Performance: A Diagnostic Approach

Ranking well in search results requires both artistry and scientific precision. While achieving 100% optimization in one aspect of ranking factors is beneficial, maintaining high levels of optimization across multiple key categories is often more advantageous.

If you notice a particular page struggling to rank, it’s essential to address these five critical questions promptly:

1. Is the content sufficiently high-quality?
2. Is it effectively optimized for both readers and search engines?
3. Should we aim for comprehensive coverage or employ multiple interconnected pages?
4. Do we possess authoritative expertise on this topic?
5. Are we competitively positioned against existing rankings for this page?

By adopting a balanced scorecard approach like this, you can swiftly identify any glaring deficiencies or areas for improvement. This strategic method directs your team toward addressing immediate priorities, ensuring the best and quickest turnaround for optimized performance.

If navigating these complexities proves challenging, consider exploring our monthly SEO packages.