Revitalizing Underperforming Pages for More Organic Traffic

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June 6, 2024

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Revitalizing Underperforming Pages for More Organic Traffic

Putting the Spring Back in Your SEO Step

Oh, the eternal struggle of the content marketer – that nagging feeling that your website is underperforming, yet never quite knowing how much traffic is “enough.” Trust me, I’ve been there. Hunched over Google Analytics, frantically refreshing the page, wondering if all my hard work is paying off.

But here’s the thing – most sites are neither overperforming nor underperforming. They’re just… performing. After analyzing the Google Analytics of countless high-profile SaaS blogs, I can tell you that the anxiety around “never enough traffic” is often unfounded. The key is to take a step back, assess your content’s health with a nuanced perspective, and then breathe life back into your underperforming pages.

Tracking Month-Over-Month Organic Growth

One of the most important – yet often overlooked – metrics is month-over-month organic growth. This tells you whether your content is steadily gaining traction in search engines, which is a leading indicator for a whole host of other healthy metrics.

To find this number, you’ll need to do a little digging in Google Analytics. Head to the “Acquisition” > “All Traffic” > “Channels” report, then filter for “Organic Search.” Now, jot down the organic user count for the current month and the previous month. Plug those numbers into a simple formula – (current month – previous month) / current month – and voila, you’ve got your month-over-month organic growth percentage.

Now, what’s a good target for this number? Well, that depends on where you’re starting from. Here are some guidelines:

Starting Point Target MoM Growth
0-10k organic users 20-30%
10-50k organic users 10-20%
50k+ organic users 5-10%

Of course, your mileage may vary, but these ranges should give you a solid benchmark to aim for. And trust me, tracking this metric in a Google Sheet will do wonders for your peace of mind. No more fretting over day-to-day fluctuations – just focus on the big picture.

Measuring Organic Share

Now, let’s talk about another metric we like to call “organic share.” This is the percentage of your total site traffic that comes from organic search, and it’s a crucial indicator of the health of your SaaS blog.

Here’s how you find it: In Google Analytics, head to the “Acquisition” > “All Traffic” > “Channels” report. Look at the “Sessions” column, and divide the “Organic Search” number by the “Total” number. That’s your organic share.

We recommend measuring this annually to smooth out the natural fluctuations in search traffic. Why? Because increasing organic share is the key to scaling a SaaS blog. Search traffic just scales in a way that other channels can’t, and the most successful SaaS sites all rely on this mechanism for growth.

Ideally, you’ll want to aim for an organic share of at least 50%. If you’re not there yet, that should be your next goal. And if you’re already at 50% or higher, start pushing towards 75% or even 90% – that’s where the really big numbers start to happen.

Identifying Content Decay

Ah, content decay – the silent killer of traffic growth. It’s like a game of whack-a-mole, where you’re constantly trying to stay ahead of the pages that are slowly slipping down the rankings.

To get a handle on this, you’ll need to do a deep dive into your Google Analytics data. Look for pages that are trending downward in terms of organic traffic, even as your overall numbers are climbing. This is the telltale sign of content decay.

Now, I know what you’re thinking – “But how do I quantify this?” Well, I’m working on a fancy formula to measure content decay as a percentage, similar to negative churn. Stay tuned for that one.

In the meantime, here’s a simple process to identify the pages that need some love:

  1. In Google Analytics, head to the “Behavior” > “Site Content” > “All Pages” report.
  2. Sort the pages by descending organic traffic.
  3. Look for pages that were once high-performers but are now trending down.
  4. These are prime candidates for a content refresh.

And if you’re looking for an even easier way to tackle this, check out our new tool, Revive. It plugs right into your Google Analytics and tells you exactly which posts are decaying. No more guesswork!

Focusing on Organic Growth

You may have noticed a common thread here – we keep coming back to organic traffic. And there’s a good reason for that. When it comes to scaling a SaaS blog, organic search is the golden ticket. It’s the only channel that can truly drive the kind of massive, sustainable growth that most companies are after.

Think about it this way – growth fueled by paid ads or social media is like a roller coaster ride. You get that initial burst of traffic, but as soon as you stop feeding the beast, the numbers come crashing down. Organic search, on the other hand, is a steady, reliable workhorse. It may not be as flashy, but it’s the backbone of any successful content strategy.

So, if you’re serious about revitalizing your underperforming pages and taking your SEO to new heights, it’s time to make organic growth your top priority. Track those month-over-month numbers, keep a close eye on your organic share, and ruthlessly address any signs of content decay. Trust me, your future self will thank you.

Now, if you’ll excuse me, I’m going to go check my Google Analytics one more time. Gotta make sure that traffic’s still flowing, you know?

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