Content Performance

Content Performance brings traffic, conversions, search visibility, AI visibility, user behaviour and internal-link signals together for the published content in a project.

Overview

Use Content Performance to decide which published pages should be protected, refreshed, investigated or consolidated.

The table starts with a project-wide summary. Expand a page to see more detailed evidence, including search positions for the selected market, recent position history, engagement signals and internal links.

Content Performance is a reporting tool. It does not change a page, its Content Bank status or the connected website.

Access and scope

Content Performance is workspace- and project-aware.

The active workspace controls which projects and markets are available.
The project controls which published Content Bank records are included.
The market controls the search-position data shown for those pages.
Only markets belonging to a website connected to the selected project can be selected.

Changing workspace or project reloads the available data. Content Performance only includes Content Bank topics that are marked Published and have a URL. Drafts, ideas, archived records and records without a URL are not shown.

Before you begin

For the most complete report:

Add the website and project to the correct workspace.
Add and enable its sitemap in Manage Sitemaps.
Confirm the published pages are represented in Content Bank.
Add at least one market if you want market-specific search positions.
Enable the relevant tracking features for traffic, conversions, behaviour and AI visibility.

The table can still show published content when some data sources are not configured. Unavailable metrics appear as a dash or an explanatory empty state.

Quick start

Open Content Dashboard.
Select the workspace and project.
Select the market whose rankings you want to review.
Start with All Content or choose one of the issue-focused tabs.
Use Stage or Search content to narrow the table.
Select a column heading to sort the results.
Expand a page to review its supporting evidence.
Select Export when you need the full filtered result set as a CSV file.

Choose a market

The Market selector lists the active markets for websites connected to the selected project in the active workspace.

A market is the specific search configuration used to monitor a website. It determines the website, location, device and search engines used for rank tracking.

The selected market affects:

Google, Bing and Yahoo positions
Position status
The 90-day position history
Market-specific ranking answers from Ask Wheremore

It does not change:

Traffic
Freshness
Direct conversions
Conversion assists
User behaviour
Internal-link counts
AI citation data

Those metrics belong to the published page and project rather than to a search market.

If the project has no market, the content and non-ranking metrics can still appear. Ranking fields remain unavailable until a market is created and selected.

Use the summary tabs

The tabs above the table show counts and also filter the results.

All Content

Shows every published Content Bank topic with a URL in the selected project.

Stale

Shows content whose last recorded update is more than 12 months old.

Freshness is grouped as:

Fresh: updated within the last 6 months
Aging: updated between 6 and 12 months ago
Stale: updated more than 12 months ago
Unknown: no usable update date is available

Age is a prioritisation signal, not proof that a page is inaccurate.

Declining Traffic

Shows pages whose traffic decreased by more than 15% when the most recent 30 days are compared with the preceding 30 days.

A decline may reflect seasonality, tracking changes or normal variation. Expand the row and review the other signals before deciding what to change.

AI Cited

Shows published pages recorded as citations in the configured AI visibility data.

If AI tracking is not configured for the project, the expanded row explains that AI visibility is unavailable.

Understand the table

Content

Shows the Content Bank title and URL.

Traffic (30d)

Shows recorded sessions for the page during the latest 30-day reporting window.

The expanded row also shows the percentage change against the preceding 30-day window.

Freshness

Shows the number of months since the page’s recorded content update. An unknown update date appears without an age.

Direct CVR

Shows the percentage of sessions that converted directly on that page:

direct conversions ÷ sessions × 100

A conversion is credited directly to one page. Wheremore uses the conversion page where it is known and falls back to the conversion’s last-touch URL when necessary.

Conversion Assist

Shows how often the page appeared earlier in a converting visitor’s journey without being the final conversion page.

The main value is assists per 1,000 page sessions. The smaller value is the number of assisted converting sessions.

Use this alongside Direct CVR. A page can contribute strongly to conversion journeys even when few conversions finish on it.

Primary Keyword

Shows the keyword connected to the Content Bank topic, when one is assigned.

Vol

Shows the available search-volume value for the primary keyword. This is estimated search demand, not website traffic.

Google Pos

Shows the latest qualifying Google position for the page’s primary keyword in the selected market.

A dash can mean that:

no market is selected;
Google is not enabled for the selected market;
no matching rank record is available in the recent reporting window;
the page has no connected primary keyword; or
the keyword is not currently ranked within the tracked depth.

Expand a page

Select the arrow beside a content row to open its detail panel.

Content context

The first line shows the content type, cluster and journey stage. It also summarises the traffic trend and position status.

AI visibility

Shows the recorded AI citation state and available AI-engine information. If the project is not configured for AI tracking, the panel says so.

User behaviour

The user-behaviour section can include:

Average time on page
Top referrer and its session count
Device split between mobile and desktop
Scroll reach at 25%, 50%, 75% and 100%

Use these values directionally. Very small traffic samples can produce large percentage changes.

Search positions

Shows the latest available Google, Bing and Yahoo positions for the page’s primary keyword in the selected market.

An engine appears without a position when it is not part of the market or no qualifying result is available.

Internal links

Shows:

Inbound: other project pages linking to this page
Outbound: links from this page to other project pages

Use Link Management for link-level detail and recommendations.

Position history

The chart shows up to 90 days of available ranking history for the selected market and primary keyword. Lower position numbers are better.

Gaps normally mean that no qualifying observation was available for that date.

Filter, search and sort

Use Stage to show one customer-journey stage or all stages.

Use Search content to find matching published pages.

Select a sortable column heading to change the sort field. Select it again to switch between ascending and descending order.

Use the page-size selector to display 10, 25, 50 or 100 rows. Pagination only changes the visible page; it does not change the filtered result set.

Export the report

Select Export to download a CSV file.

The export includes all rows that match the current:

project;
metric tab;
stage;
search term;
cluster context, when supplied by the dashboard; and
sort order.

It is not limited to the rows visible on the current pagination page.

The CSV includes the main content, traffic, freshness, conversion, keyword and selected-market ranking fields. Expanded behavioural details and chart points are not included.

Ask Wheremore about Content Performance

Ask Wheremore reads the same published-content summary used by the table for traffic, conversions, freshness, AI citations, clusters, journey coverage, stale content and top content.

When a market is supplied, its ranking answers use that market’s website and search-group identity. This keeps market positions aligned with the dashboard.

Useful questions include:

Which published pages lost the most traffic?
Which stale pages still attract traffic?
Which pages assist conversions but have a low direct conversion rate?
Which clusters have the strongest published coverage?
Which pages are cited by AI engines?
What are the current positions in this market?

If an Ask Wheremore answer and the table were produced at different times, refresh the dashboard and check the data-calculation timestamps before comparing them.

A practical review workflow

Open Declining Traffic and sort by traffic.
Expand the highest-impact pages.
Check whether the decline is supported by ranking movement, engagement or freshness.
Review conversion assists before judging a page only by direct conversions.
Open Stale and identify older pages that still receive meaningful traffic.
Use AI Cited to recognise content already contributing to AI visibility.
Use Content Bank, Page Optimisation, Content Comparison or Link Management for the appropriate follow-up work.

Data timing and interpretation

Most non-ranking fields come from the precomputed Content Performance summary. Rankings come from Keyword Trends for the selected market.

Because these sources refresh on background schedules:

newly published content may not appear immediately;
recent traffic or conversions may take time to enter the summary;
a newly added market may not have ranking history yet; and
recent Content Bank changes may appear before all metrics are available.

A zero means the source was calculated and no qualifying activity was found. A dash or an unavailable message normally means the metric was not calculated, not configured or could not be matched.

Troubleshooting

No content appears

Confirm the correct workspace and project are selected.
Confirm the page is a Published Content Bank topic with a URL.
Check that the project contains the relevant website.
Refresh the page after background processing completes.
Clear the metric tab, stage and search filters.

Content appears until a market is selected

Confirm the market belongs to a website connected to the selected project.
Confirm the market belongs to the active workspace.
Reload the page to retrieve the current market list.
If the issue continues, check that the market’s search group and website still exist.

A market is missing

Open Manage Keywords and confirm the market is active.
Confirm its website is connected to the selected project.
Confirm the project and market are in the same workspace.

Rankings are blank

Select a market.
Confirm the page has a primary keyword.
Confirm the required search engine is enabled for the market.
Allow a new market to complete its first rank-tracking run.
Check whether the keyword is outside the tracked depth.

Traffic or conversion values are blank

Confirm tracking is enabled for the project’s website.
Allow the background summary to refresh.
Check whether the page URL in Content Bank matches the tracked page.

The report only shows published content

This is expected. Content Performance deliberately excludes ideas, drafts, archived records, unpublished records and items without URLs. Use Content Bank to review those records.

Export contains more rows than the table page

This is expected. Export includes the complete filtered result set, not only the current page.

Ask Wheremore and the table differ

Confirm both are using the same workspace and project.
For rankings, confirm the same market is selected or supplied.
Refresh the dashboard.
Consider whether one result was generated before the latest background summary completed.