That "Failed" Blog Post Might Just Be Under-Optimized
Before you prune it, consider this: maybe the content isn't bad.
Maybe it's just missing key optimization elements.
After 500+ campaigns, I've resurrected hundreds of "dead" pages simply by fixing what was broken about the SEO, not the content.
The Diagnostic Checklist
Is it targeting the right keyword? Sometimes a page underperforms because it's targeting a keyword that's too competitive or doesn't match the content.
Does it match search intent? Google shows listicles for the keyword, but you wrote an essay? Intent mismatch.
Is the title tag compelling? A boring title means low CTR even if you rank.
Is it comprehensive enough? Compare word count and topic coverage to what's ranking on page one.
Does it have internal links? Orphan pages with no internal links are invisible to Google.
Is it technically accessible? Can Google actually crawl and index it?
The Rescue Plan
Step 1: Re-evaluate the target keyword. Maybe you should target a less competitive long-tail variation.
Step 2: Match the intent. Restructure the content to match what Google is ranking for this query.
Step 3: Improve the content. Add depth, update data, improve examples, enhance formatting.
Step 4: Re-optimize on-page elements. Title, meta description, headers, internal links, images.
Step 5: Build internal links. Add links from 5-10 existing posts to the struggling page.
Step 6: Re-promote. Share it again. Give it a second chance.
When to Give Up
If a page still underperforms after 3 months post-optimization, then consider pruning or consolidation.
But give the rescue plan a shot first. You might be surprised.
Use SEO Checkup to ensure your rescue efforts cover all 113 optimization tasks. Free. 30 seconds. No credit card.
Search Engine Journal's on-page SEO guide is a great reference for re-optimization checklists.
Don't give up too early. Optimize first.