Addressing subpar content performance
In today's digital landscape, AI search is no longer a novelty, but a necessity for brands to stay visible. On August 18th, 2025, this reality is more pertinent than ever.
Currently, a blog post written by Emily is ranking on pages 2 or 3. While it covers a relevant topic, it could be improved to maximise its potential. The post is bringing in some traffic, but not converting as expected.
In the era of AI-driven content ranking algorithms, underperforming content in a blog can be more dangerous than before. These algorithms can penalise sites faster, causing significant drops in traffic and revenue. Worse still, underperforming content can drag down an entire website, diluting expertise signals and reducing chances of visibility in AI-generated answers.
To combat this, smart marketers are embracing a proactive approach. They are conducting quarterly content audits, checking for AI-readiness, and publishing content based on performance. They are also using content briefs with EEAT (Expertise, Authoritativeness, Trustworthiness) signals built in.
To consolidate a blog post, choose the best-performing post as the primary. Merge useful information from the others into it, redirect the weaker posts to the primary using 301 redirects, and clean up internal links to point to the new URL. This will help to prioritise valuable new pages and improve overall website performance.
To refresh a blog post, update stats, links, and references, improve internal linking, rewrite the intro and H1, add EEAT signals, optimise for AI visibility, and use lists, Q&A formats, and clearer structure. This will make the post more engaging and relevant to users, increasing the chances of it ranking higher and converting better.
In some cases, however, it may be more beneficial to remove or deindex a blog post. If no replacement exists, use a 410 status to signal "gone". If a relevant existing page exists, redirect the post to it, update the sitemap and internal links accordingly.
To identify content underperformers, use Google Search Console to check the indexation status. Look for low-quality signals and run a site crawl with Semrush or Screaming Frog. Once underperformers are identified, diagnose the reasons for poor performance. Check if the post ever ranked, if it's helpful, if it matches current search intent, and if it's optimised for Featured Snippets or AI Search.
After diagnosis, decide what to do with each blog: refresh it, rewrite it, or remove it. Remember, users landing on weak blog posts may bounce, affecting behavioural metrics and rankings.
Two examples of projects KOTA, a Creative Digital Agency based in Clerkenwell London, has worked on are The Goat Agency and UPP. KOTA specialises in Creative Web Design, Web Development, Branding, and Digital Marketing, and is well-equipped to help brands navigate the challenges of the AI-driven era.
In conclusion, the AI-driven era demands a new approach to blog management. By conducting regular content audits, optimising posts for AI visibility, and making data-driven decisions, brands can ensure their blogs are performing at their best and driving the desired results.
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