Content & Strategy Wiki Entry
Content Decay
The gradual decline in traffic to previously high-performing content.
Content decay is caused by SERP changes, competitor refresh, outdated information, broken links and algorithmic dehumanisation of stale signals. Refreshing decaying content - updating data, adding new sections, improving E-E-A-T signals and rebuilding internal links - often recovers and even surpasses previous traffic. Auditing for decay quarterly is standard practice.
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