Content Decay

Content decay is the gradual decline in a page performance metrics such as rankings, clicks, and conversions after a period of strong results. It usually happens when content becomes outdated, competitors publish more complete resources, user intent shifts, or SERP features change. Decay is normal in dynamic markets, but unmanaged decay can compound into significant traffic loss. Effective teams monitor performance trends by URL and query group, then trigger structured refresh workflows before severe drops occur. Refresh actions may include updating facts, improving examples, tightening intent match, expanding sections, and modernizing internal links. Content decay management turns reactive firefighting into a repeatable lifecycle process that protects long-term organic growth.