Improving Existing Content for Better Performance (Say No to Thin Content)

We’ve heard a lot of phrases like “thin content,” ” no added value,” and “low quality” content.  Google is looking to ensure that websites offer quality content, and if your site doesn’t have content that Google considers high quality, you’ve probably taken a hit. The cure is either removing the content altogether or improving the quality of your content.

The truth is, creating content is only part of the work. Improving what already exists is where most performance gains happen. Content doesn’t usually fail because it’s missing entirely. It fails because it’s incomplete, unclear, or disconnected from the rest of the site. Improving content means identifying what’s already there and strengthening it so it actually does its job.

More content isn’t the answer

When content underperforms, the instinct is often to create something new. But in many cases, the better move is to improve what already exists. Existing content already has (probably) some visibility, some structure, and some relevance. Improving it is often faster and more effective than starting over, and thin content is a good place to start.

What is thin content?

On almost a daily basis, people ask me to review their content and explain why it’s “thin” or low-quality.  I think there are two reasons they ask me this:

1. People have a hard time reviewing their own content.  They can’t get detached enough to really look at it closely. They think their site is great, and it’s easy to just assume it’s Google being Google.
2. They aren’t trained in writing and just honestly don’t know what makes good content.

Regardless of the reason, you need a solution, and to the best of my knowledge, there are 2 solutions:

1. Hire a copywriter to clean up your site.
2. Learn to do it yourself.

The best way I know how to illustrate the concept of thin content is by giving examples. So, allow me to dive in by setting the stage…

Let’s say our site sells blue widgets and red widgets.  Here is the offending content.

Original Text:

That example demonstrates three specific problems:

1. Duplicate content (because both products are widgets, it’s easiest to just use the same text on both pages)
2. Content that is thin (not enough meat on the bones)
3. Keyword abuse (also known as spamming and keyword stuffing)

Please note: To address problem number 1, ideally, you would have one page for both red and blue widgets, and they would use a dropdown box on the order form to select the color.  So this example illustrates how to combine both on one page.  (If that isn’t possible in your cart, you’ll just have to write unique content for each page).

So, let’s tackle each of those problems:

Proposed Text:

So you can see the content is bulked up, but not with filler words just to make Google happy. The information is focused on sharing what the visitors would want to read. The end result was more content that actually added value. 

Value is the starting point, not the solution

Adding more depth, clarity, and usefulness is an important part of improving content. Strong content should answer real questions, provide meaningful information, and be easy to understand. But value alone doesn’t guarantee performance. Content also needs to:

• be clearly structured
• connect to related topics
• match user intent

Without that, even valuable content can struggle to perform.

Structure determines whether content works

How content is organized matters as much as what it says. Improving structure starts with making your content clearer, both in how it’s written and how it’s presented.

Headings are a simple example. Compare:

• Blue Widgets / Red Widgets
• Blue and Red Widgets: Three Sizes To Choose From & Savings Up To 30%

The second version does more than describe the content—it sets expectations. It tells the reader what they’ll find and why it matters before they even start reading.

Structure also determines how easy content is to use. Clear sections, direct language, and simple phrasing make it easier for readers to scan, understand, and move through the page.

Content also needs to match the purpose of the page. When structure and intent don’t align, users are left trying to figure out how the content fits. When they do align, content becomes easier to follow, easier to understand, and more effective overall.

Readability plays a role here. Simpler sentence structure and clearer wording generally make content easier to process, even if readability scores themselves are only rough indicators. Higher scores usually reflect shorter sentences and simpler words, which tend to improve comprehension.

Content also needs to match the purpose of the page. When structure and intent don’t match, users are left trying to figure out how the content fits. When they do fit, content becomes easier to follow, easier to understand, and more effective overall.

Content works best when it’s connected

Content doesn’t perform in isolation. Each piece should support related topics and guide users toward the next step. Connecting content helps:

• reinforce relationships between ideas
• provide supporting information
• create a clearer path through the site

Without these connections, content stays isolated. With them, it becomes part of a system that builds strength over time.

Better content supports better outcomes

Improving your content quality focuses on making what you already have more effective. When content is useful, clear, structured, and connected, it becomes easier to find, easier to understand, and more effective at supporting both users and business goals.

Take a look at your content and look for areas that you can breathe some more information and life into it.  Try to paint a vivid picture with your words and offer insights, tips, and information for site visitors.  While you may be doing this because lost rankings forced you to revisit your content, that should be the last thing on your mind as you write.  Think about your readers and not the engines, and you’ll do great.

Optimization works when content is clear, useful, and connected

Improving content value is a strong starting point, but it’s not the full picture. Optimization works best when content is clear, useful, and connected to the rest of your site.

When each piece supports a larger structure, content becomes easier to find, easier to understand, and more effective at supporting both users and business goals.