When traffic isn’t enough: Rethinking ‘top-performing’ content

In the search marketing world, we’ve long relied on traffic and pageview metrics as indicators of success. But the reality is this: unless your business model directly monetizes impressions, traffic alone doesn’t pay the bills. And even if it once felt like a win, high traffic without business outcomes can create a false sense of progress.

This is a growing concern for marketers navigating zero-click searches, AI Overviews, and shifting attribution models. It’s no longer enough to generate visits. The real question is: are your top-performing pages truly performing?

Let’s break down how to evaluate the real impact of your content—and how to ensure it aligns with measurable business results.

Start with a Clear Definition of Performance

The first step is aligning stakeholders around what “performance” actually means. Is it about conversions? Assisted conversions? Deeper engagement? Brand lift? Whatever the answer, it must be defined and agreed upon. Without this clarity, you risk chasing metrics that feel good but don’t move the business forward.

As search behavior evolves, many teams are rethinking what success looks like. Now’s the time to revisit outdated assumptions and connect content performance to outcomes like leads, sales, or retention—not just impressions.

Separate Meaningful Metrics from Vanity Metrics

Once performance is clearly defined, it becomes easier to spot vanity metrics. A blog post with thousands of visits might look great in a report. But if it doesn’t drive any next steps—like newsletter signups, product views, or demo requests—what’s the actual value?

That’s not to say visibility and engagement aren’t important. But they need to lead somewhere. A traffic spike is only meaningful if it supports a broader goal or serves as a stepping stone in the customer journey.

Close Funnel Gaps and Clarify Next Steps

Even if a page isn’t meant to convert directly, it should serve a clear purpose. Whether it’s building awareness, answering research questions, or guiding visitors toward a decision, it needs to provide a logical next step.

Too often, content leaves visitors stranded. If there’s no related content, no internal link to key service pages, and no call to action—users bounce. Funnel gaps like these lead to missed opportunities, especially when the content itself is high-quality but disconnected from conversion paths.

Look Beyond Direct Conversions

Modern content strategy requires a more nuanced view of conversion. Not every action will be tracked in GA4. Some pages assist conversions by building trust or providing clarity. Others contribute by shaping perception or influencing return visits.

To get the full picture, you need to understand:

• What content drives first-touch interactions
• Which pages assist conversions down the line
• How different pieces influence outcomes in tandem

Attribution is imperfect, but qualitative analysis, CRM data, and behavior flow insights can paint a more complete picture.

Check for Brand Gaps, Not Just Content Gaps

Even well-written content can underperform if it lacks brand support. Strong content needs a strong brand behind it—one that is clear, consistent, and memorable. Otherwise, visitors might consume the information, then forget who provided it.

If your content isn’t converting, ask yourself:

• Is our value proposition clear?
• Is our CTA persuasive and visible?
• Do we look like a credible, trustworthy partner?

The strength of your content is only part of the equation. Brand strength and positioning matter just as much.

Update, Repurpose, or Retire Old Content

Not every high-traffic page needs to live forever. Some pieces of content—especially those written years ago—no longer serve your goals or reflect your expertise. Others might just need a refresh, a new CTA, or a clearer funnel path.

Review top-performing pages regularly and ask:

• Does this still align with our services?
• Are the links and data current?
• Is the next step clear and measurable?

Sometimes a single update can turn a traffic-only page into a conversion asset.

Tie Everything Back to Business Outcomes

At the end of the day, content must be mapped to business value. That might mean direct conversions, but it could also mean:

• Lead nurturing and assisted conversions
• Reputation building and thought leadership
• Customer onboarding or retention support

Reporting should reflect this nuance. That means going beyond traffic reports and keyword rankings to integrate CRM data, customer insights, and revenue tracking wherever possible.

This is especially important as surface-level metrics become less reliable due to zero-click searches and fragmented attribution. The better you can connect your content to real outcomes, the easier it becomes to protect and grow your investment in SEO.

Conclusion: Smarter Strategy, Not More Content

It’s tempting to equate more content with better performance. But the true win comes from doing more with what you already have—content that drives action, connects to real goals, and reflects your brand’s unique value.

It’s not about chasing the next viral post. It’s about knowing which clicks actually matter.

For more, read my full article on Search Engine Land:
Rethinking Top-Performing Content