By Leslie Jones, Senior SEO Strategist at Adore SEO, Cardiff
You’ve poured hours into writing blog posts—crafted the copy, added links, dotted the i’s, crossed the t’s—yet the organic traffic just isn’t there. We’ve all been there. At Adore SEO, we’ve worked with countless businesses across Cardiff and beyond facing the same dilemma: beautiful blogs, buried by Google. So, what’s going wrong?
Let’s break it down—and more importantly, let’s fix it.
1. Quality Over Quantity: Google’s Not Fooling Around Anymore
Ever since the infamous Google Panda update, low-effort content has been getting filtered out faster than you can say “keyword stuffing.” Thin, duplicated, or poorly written blog posts now do more harm than good. A study by Backlinko found that long-form content (over 1,800 words) significantly outperforms shorter articles in Google rankings.
If your content’s been rehashed, spun by software, or lacks value—expect Google to push it to the bottom of the pile. Great content is no longer a “nice-to-have”—it’s non-negotiable.
2. Start With a Content Audit
Before diving into rewrites, identify which posts are underperforming. Use tools like Google Analytics or Semrush to isolate pages with little or no organic traffic.
Look at:
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Pages with zero search clicks
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High bounce rates (over 70%)
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Dwell times under 10 seconds
You might discover some blog posts just aren’t pulling their weight—and that’s where the transformation begins.
3. Update Old Content or Let It Go
SEO isn’t static. If your post talks about “top tech trends of 2019,” it’s no surprise readers click off in seconds. Refreshing content is crucial. According to HubSpot, updating old blog posts with fresh information can boost traffic by up to 106%.
Bring in current statistics. Replace outdated references. Add new internal links. Show Google—and your audience—that your site stays sharp and up to date.
4. Backlinks Are a Trust Signal—Earn Them
Pages with few (or no) backlinks often struggle to rank. Why? Because backlinks are one of Google’s top three ranking factors.
When other reputable websites link to your blog, it signals trust and authority. But no one links to fluff. So create content worth referencing—think original research, expert insights, how-to guides, and in-depth explainer pieces.
One of our Cardiff-based clients boosted their domain authority by 18 points in six months just by focusing on long-form, link-worthy content.
5. Is Your Content Actually Useful?
It might be 500 words. It might be 5,000. But if it doesn’t answer the user’s query clearly and helpfully, it’s not good content. Writing just to hit a word count doesn’t cut it.
Let’s say someone’s searching “how to fix a leaking tap.” They don’t want a thin promotional piece—they want clear, step-by-step instructions. Add diagrams. Embed a short video from your team. Make it practical.
According to DemandGen’s 2024 report, 76% of B2B buyers say they expect content to be “data-driven, helpful, and practical.”
6. Tackle Content Cannibalisation
Too many blog posts on the same subject? That’s called keyword cannibalisation. It confuses search engines—and waters down your site’s authority on that topic.
Instead, build one strong cornerstone page for each product or service. Then use blog posts to explore related questions. Don’t keep repeating the same message across different pages. You’re not reinforcing authority—you’re competing with yourself.
7. Don’t Ignore On-Page Engagement
Your bounce rate, dwell time, and social shares tell a story. If visitors are landing on your blog and exiting within seconds, something’s gone wrong.
Improve your layout. Break up the text. Use subheadings and bullet points. Embed video or infographics. Make the reading experience effortless.
Want proof? Adding a short explainer video to one client’s service page increased time on page by 42%.
8. Cut Duplicate Content. Now.
Duplicate content doesn’t just hurt rankings—it can trigger algorithmic penalties. Use tools like Copyscape or Siteliner to scan your site for repetition.
If you’ve borrowed copy from elsewhere (even unintentionally), either rewrite it from scratch or delete it. Originality is king.
9. Evergreen Content: Your SEO Secret Weapon
Instead of chasing trends, invest in content that stands the test of time. Evergreen blog posts—think comprehensive guides, tutorials, or industry explainers—attract traffic month after month.
Moz reports that evergreen content is 3x more likely to earn backlinks and 2x more likely to rank in the top five positions than time-sensitive posts.
Write with authority. Show your expertise. And when people link back, Google takes notice.
10. Turn to Experts (Yes, That’s Us)
If you’re a Cardiff business frustrated with blog content that no one reads, don’t worry—you’re not alone. But there’s a solution.
At Adore SEO, we’ve been helping Welsh businesses dominate search results for over a decade. Whether you need content strategy, technical SEO, or someone to completely overhaul your blog—we’ve got you covered.
Drop us a message. Let’s turn those unread blog posts into powerful ranking assets.