How to Spot and Fix Content Decay

You know that blog post you wrote two years ago that used to bring in loads of traffic? If it’s now barely getting a click, you might be dealing with content decay.

Totally normal, by the way. Stuff goes out of date. Competitors publish better versions. Search intent changes. It happens to everyone, even big-name sites. The key is catching it early and giving that content a bit of TLC before it drops off the map completely.

Identifying Decaying Content

First place to go: Google Search Console.

Look for pages that used to perform well but are slowly slipping,  fewer clicks, fewer impressions, steady downward trend. Another sign? Pages that still show up in search, but people aren’t clicking anymore. That usually means the title or meta description isn’t keeping up with newer, trendier results.

Keep an eye on your top performers too. These are the pages that deserve a refresh now and then. Don’t let your best work go stale.

Common Causes of Decay

Sometimes it’s as simple as the information being out of date. Like, if your “Top Social Media Tools” list still mentions Vine... it’s probably time for a refresh.

Other times, competitors just come in hotter, a longer post, more recent stats, maybe even better design.

Or maybe the search intent has changed. People who once wanted a detailed guide now just want a quick checklist — and Google’s picking up on that shift.

Strategies for Content Refresh

Here’s how to give your content CPR: Update your stats, tools, and examples. Outdated info kills trust as well as rankings. Make it easier to read. Break it up with headings, bullet points, graphics - whatever helps people actually digest it. Add more depth. If there are thin sections, expand them. If new angles or insights exist now, include them. Fix your links. Nobody wants to click through to a broken page from 2019.