Content has a lifecycle. Over time, the information on a page can become outdated, irrelevant, or outshone by a competitor, decreasing performance in organic search.
This gradual decrease in organic search rankings, traffic, and conversions over time is referred to as content decay. It can be tied back to several different causes, from search engine algorithm updates to simply remaining static while competitors improve their own content, and it is more likely to occur the older a page is.
Failure to notice content decay across multiple pages can lead to decreased overall site performance and worse business outcomes. Understanding the mechanisms behind content decay helps to select the proper course of action to get the page performing again and prevent other pages from decaying in the future.
Why Great Content Stops Ranking
Even high-quality content can stop ranking. Content decay does not indicate that content is bad, but it does mean that there are multiple factors causing search engines to favor other pages more. Key contributors to content decay include changes in search intent, stronger competitor pages, outdated information, or internal keyword cannibalization.
Not every drop in rankings is due to content decay. There are other possible explanations. Demand for a product or service might generally be down, a search engine’s algorithm could change, or there may be a technical search engine optimization (SEO) issue with the website. After ruling out other factors, you can try to identify the root cause (or causes) of content decay, and assess what updates can fix the problems.
Search Intent EvolvesÂ
Any given search term is subject to the impact of changing search intent. What users expect to find today is not always what they expected to find two years ago. Simultaneously, search engines are observing this shift in user preferences and refining their understanding of the search query. Therefore, content that used to rank highly for a particular search term may no longer rank because it is not seen as relevant anymore.
Content may be accurate, but if it doesn’t align with what the user wants, then performance will drop. User preferences could also include the format of the content. Users may want guides, videos, or transactional pages when searching. Keeping a pulse on what users want or expect to find when searching (by analyzing the pages that rank today in the search results) is a major part of creating winning content.
Competitors Improve
SEO is a competitive field, and rankings are relative. When a page is dropping in rankings, it doesn’t automatically mean that the content is weak, inaccurate, or poorly structured. One possible explanation is that competitors’ content better matches the user intent, is more comprehensive, or is simply more up-to-date. SEO is an ongoing process, not a one-time event. Consistently ranking highly requires ongoing maintenance and optimization of content to stay relevant.
Information Becomes Outdated
When information becomes old and inaccurate, user trust and search engine confidence decrease. Having the most recent and correct information is crucial to ensuring rankings are maintained. This especially applies to pages that call out statistics, research, and pricing, all of which can become stale over time. It’s best practice to routinely review older content for accuracy and relevance. Meaningful updates instill trust in both users and search engines that a website’s content is trustworthy on a given topic, and that’s a large part of building topical authority.
Keyword Cannibalization
One common yet overlooked reason why a page could be losing rankings is keyword cannibalization. When multiple pages on a website compete for the same search term and search intent, it can cause one or both pages to lose rankings. Search engines may struggle to determine which page is the best result for the user when there are multiple options. Therefore, engagement and relevance signals can be split between the pages as opposed to having one strong, authoritative page that aligns with the search intent. Consolidate overlapping content where possible.
How to Tell Whether a Page Is Actually Decaying
Content decay happens over time. A sudden drop in performance could be due to technical SEO issues, algorithm updates, or the seasonality of a product. It’s best to rule out other possibilities before assuming the content is at fault. Using tools like Google Search Console, the long-term trends of key metrics such as organic search impressions, clicks, and rankings can be measured and compared to previous periods. If over time the performance indicators decline steadily, then that may be a sign that a page is experiencing content decay.
Before immediately rewriting an entire page to fix the issue, make sure that the content still serves a purpose for the business’ goals. Some topics are not relevant forever. If a page no longer aligns with the broader SEO strategy, then it is reasonable to archive it and 301 redirect the URL to a more useful page. On the other hand, a built-out content refresh strategy can help prevent content decay and maintain a website’s topical authority.
How to Build an Effective Content Refresh StrategyÂ
An effective content refresh strategy can ensure that users are consistently able to find useful, relevant content when searching for a query. Producing and maintaining relevant and trustworthy content is pivotal to a site’s authority and rankings. Pages should be audited regularly against key performance indicators like organic search impressions, clicks, and rankings to catch any pages that begin to slip.
When a page is losing traffic and rankings drop, after ruling out other possible contributing factors, providing meaningful updates to the content can help reverse the damage. When updating content, it’s useful to assess the top-ranking pages in search results to determine what search engines have decided aligns with the search intent. For example, if the top-ranking pages are comprehensive step-by-step guides, that could be a sign that users are looking for heavily detailed, specific information. Improving the depth of the information as part of the content refresh could allow the page to be more competitive with the top performers.
Content Decay Doesn’t Have to Be Permanent
Most sites will experience content decay at some point. An effective SEO strategy should include regular monitoring of website and page performance, and, when appropriate, content refreshes. By having a plan in place and updating pages as needed, a website’s pages can stay relevant, competitive, and valuable to both users and search engines.
