4 Questions To Ask When Your Content Doesn’t Convert Globally

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We are all aware of the importance of website content.

A Forbes article from 2021 recommends marketers designate 25% to 30% of their budgets to content marketing.

While that number could change for different industries or countries, it is a good portion of the overall budget.

You can also gauge the degree of interest in content creation and content marketing by the number of articles, ads, and posts related to the content creation and marketing services you see online.

It all sounds great, but I hear that some companies are considering downsizing their budget allocations for 2023 due to less-than-expected performance.

I’d like to examine why the content may not be performing – and why it could happen in some countries, but not others.

What Is Quality Content?

All website owners believe they have good-quality content on their sites.

But when you allocate a quarter of your marketing budget, it better be great.

In Google Search Central, Google staff wrote,

“It is Google’s mission to organize the world’s information, we want to guide Google users to the highest quality content, the principle exemplified in our quality rater guidelines.

Professional publishers provide the lion’s share of quality content that benefits users, and we want to encourage their success.”

When SEO professionals hear “quality content,” they think of “E-A-T” and primarily focus on that. But Google’s John Mueller has shared a definition of content quality that encompasses E-A-T and even goes beyond that single concept.

The more popular a content topic is, the more content about that same topic exists on the web.

When you think you have a piece of quality content that is written by an industry professional, but its performance doesn’t meet your expectations, you may need to reexamine your content creation approach and strategy.

Why Does No One Find My Content?

In terms of search engine optimization (SEO), good content needs to be found by ranking well in the search…

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