Content decay is the gradual decline of rankings, impressions and clicks on a page that used to perform well. The term comes from SEO practice. Google does not use it in its documentation. It describes a slide over months rather than a sudden drop.
Causes
Search Engine Journal argues that “decay” can mislead, because the content itself often has not changed while the world around it has. Typical reasons named by industry guides are declining interest in the topic, stronger or fresher competitor pages, a shifted search intent, new elements in the results page that take clicks, and pages of your own competing for the same query. Outdated details such as versions or prices add to it (assessment).
Spotting it
Search Console’s Performance report lets you compare two date ranges. Comparing the last three months with the same period a year earlier avoids mistaking seasonality for decay. Pages with the largest absolute loss of clicks show where a revision pays off most.
Example (fictional)
A software guide earned 1,000 clicks a month two years ago and 400 today. The text misses the current program version, and two competitors have updated their pages. The guide is revised and keeps its URL.
Possible actions
Update the page, merge it with a stronger one, or remove it if it no longer serves a need. The right choice depends on whether people still search for the topic and whether the page adds anything of its own.
Sources
- What Is Content Decay? – Search Engine Journalsearchenginejournal.com
- Content Decay: What It Is and How to Fix It – The Stacc (supplementary)thestacc.com
- Performance report (Search results) – Search Console Helpsupport.google.com
- Performance report (Search results): Advanced filtering and comparison – Search Console Helpsupport.google.com
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