10 tips to improve the quality of your page

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Is your page not attracting the number of people you thought it would? Or are you wondering what you can improve to get your page higher up in the search results? And to get people to stay on (and come back to) your site? There are a few things you can do to give your page a better chance at performing well. In this blog post, we'll discuss how you can determine which pages could use some extra love and what you can do to turn them into high-quality pages!
You may already be familiar with SEO and have a few pages that just don't perform the way you would want them to. Or perhaps you're not that experienced with SEO (what even is SEO?) and dread the thought of having to master it. In that case, we would like to assure you that it's not that hard when you know the basics.
It is important to realize that SEO can have a huge impact on your business and online findability. Especially since Google announced their helpful content update, your rankings might suffer if you have too much low-quality content. It's not just about using the right keyword a few times, search engines nowadays look at the whole picture. That's why we're such fanatic advocates of holistic SEO. Let's discuss how to determine the quality of your pages and which ones you need to work on.
How to determine the quality of your page

It's important to determine which pages need improving and in what order. It can be tempting to just get started with the first page that comes to mind, but take some time to work out how your pages perform. This helps you prioritize and decide on what page needs your attention first.
Have a look at the metrics

You probably know your audience to some degree, but it's unlikely that you know exactly what they want. Or how they search online and navigate through your site. Even if you have a hunch or hear from them regularly, make sure to look at the data to validate what people do on your site and where you can improve. A great tool to do this is Google Analytics.
A Google Analytics Dashboard showing site data
Google Analytics gives you access to lots of data about your site. It can tell you how many people visit your site and where they're coming from. But also, which pages are being visited most and how long people tend to stay on this page. All of this helps you determine the quality of your individual pages. Our guide on tracking your SEO with Google Analytics helps you understand this data and use it to determine where you can improve your page.
Use the Yoast SEO content analysis

Yoast SEO cleverly analyses your content to help you identify problems. Your content might have readability issues, making it hard for users to understand what you're saying. Or you might have overused your keywords, making your text seem unnatural and spammy. Using Yoast SEO, you can easily see which pages and posts need improvement by looking out for red or orange bullets in the overview.
Yoast SEO shows red and orange bullets in the overview to highlight content issues
Be aware of duplicate content

When you maintain a site, especially a growing site, it can be tempting to use the same content on different pages. Don't give in to this temptation! When the exact content can be found on different pages, you have a case of duplicate content. This will hurt your chances of ranking high in the search results. Google can even penalize you for having them.
You might have it on your page without knowing it. That's why we've listed the most common causes and solutions for duplicate content. Tools likeCopyscapeare your first step in doing aDIY duplicate content check, but please investigate a bit more like described in the article.
Identify low-quality pages with Screaming Frog

A tool you can use to easily identify low-quality content isScreaming Frog SEO Spider. When you run a query for your website in the SEO spider, you will get a list of all the URLs on your site. Now scroll through that list and visit every URL that makes no sense to you. The thing is, low-quality pages often occur in groups, not as a single page.
Think along the line of old .html pages, where you end your URLs with a trailing slash now. Think about your attachment pages or anything with too many numbers in it. These should all make you feel suspicious. Visit the page, see if it shows low-quality content that shouldn’t be on Google. Test if these pages are indexed and see if there are morepages like them. Just go about it like that and you’ll find these low-quality pages in no-time. Take a critical look at the pages you've found.
Moz describes an even more in-depth analysis of low-qualitypages in one of theirWhiteboard Fridays, you might want to check as well.