What causes content decay?
Content decays when the page stays the same while everything around it changes. The common causes are:
- Facts, prices, dates or screenshots on the page are out of date.
- Competitors have published newer or more thorough pages on the same topic.
- What searchers want from the query has shifted, so the page no longer matches.
- Search results now show other features, such as answer boxes or AI summaries, that take clicks away.
- Another page on your own site has started competing for the same search.
How do you spot content decay?
Compare each page’s clicks and impressions over two equal periods in Google Search Console.
- 1Open the Performance report and choose Search results.
- 2Set the date range to compare the last three months with the same three months a year earlier, which avoids seasonal swings.
- 3Switch to the Pages tab and sort by the change in clicks.
- 4Look for pages with a steady fall in both clicks and average position, rather than a one-off dip.
- 5Open each page and check the queries it lost ground on.
What does a decaying page look like?
Here is a typical example of a guide that has not been updated in two years.
| Twelve months ago | Today | |
|---|---|---|
| Average position | 3.1 | 8.7 |
| Impressions a month | 18,400 | 15,900 |
| Clicks a month | 1,520 | 410 |
| Last updated | 14 months before | 26 months before |
How do you fix content decay?
Update the page so it is genuinely better and current, not just newer-looking. Re-check the current top results for the query, fill in what your page now misses, correct anything out of date and tighten the parts that no longer help.
Avoid changing the date alone. Google’s guidance on helpful content lists changing the date of pages to make them seem fresh, when the content has not substantially changed, as a sign of content made for search engines rather than people.
If a page is no longer relevant at all, Google’s SEO Starter Guide suggests updating it as needed or even deleting it.
Frequently asked questions
How is content decay different from a ranking drop?
A ranking drop can be sudden, for example after a technical problem. Content decay is a slow decline over months, usually because the page has fallen behind newer competitors.
How often should I check for content decay?
Once a quarter suits most small sites. Comparing with the same period a year earlier keeps seasonal changes from looking like decay.
Should I publish a new page instead of updating the old one?
Usually not. The old page already has links and history. Updating it keeps those, while a new page on the same topic can end up competing with the old one.
Does every page decay?
No. Pages on topics that rarely change, such as definitions, can hold steady for years. Pages about prices, tools, laws or yearly trends decay fastest.