What is content decay (how to fix it)?

Content decay is a term used to describe the gradual process where website content becomes outdated, irrelevant, or loses its value and effectiveness over time.

As industries evolve, new trends emerge, and information becomes obsolete, the content that was once fresh and engaging can start to ‘decay’.

When website content decays, it can negatively impact the site’s visibility, organic traffic, and overall online presence.

Examples of content decay include:

• Other sites publishing new content covering the topic in more depth
• Outdated statistics, data, or research findings
• Broken links or references to defunct websites or resources
• Information that contradicts or conflicts with current industry standards or best practices
• Content that no longer aligns with the target audience’s interests or needs
• Stale or repetitive content that lacks freshness or originality

Content decay is a natural process, but it can have negative consequences for websites if left unchecked.

Decayed content can lead to a poor user experience, decreased engagement, and a loss of credibility and authority in the eyes of both users and search engines.

Causes of Content Decay

Even the most well-researched and carefully crafted content can become outdated, irrelevant, or inaccurate due to various factors.

Here are some common causes of content decay:

Competitor Advancements

One of the most common reasons. In a competitive market, your competitors are constantly creating new content and improving their offerings. If your content fails to keep up with these advancements, it may lose its relevance and value to your target audience.

Industry Changes

Industries are constantly evolving, and new trends, technologies, and best practices emerge regularly. Content that was once accurate and relevant can quickly become obsolete as industry landscapes shift.

Broken Links

Links are a crucial part of online content, providing readers with additional resources and context. However, as websites and pages are updated or removed, the links within your content can break, leading to a poor user experience and potentially affecting your search engine rankings.

Outdated Data and Statistics

Data and statistics are often used to support claims and arguments in content. However, as new research is conducted and trends change, these numbers can become outdated, rendering your content less reliable and potentially inaccurate.

Changes in Search Engine Algorithms

Search engines like Google regularly update their algorithms to improve search results and user experience. Content that was once optimized for search engines may no longer rank well if it fails to adapt to these algorithmic changes.

Seasonal or Time-Sensitive Content

Some content is inherently time-sensitive, such as seasonal promotions, event-specific information, or news articles. Once the relevant time period has passed, this content becomes less valuable and may even become misleading if left unattended.

Regulatory or Legal Changes

Industries that are heavily regulated, such as finance, healthcare, or legal sectors, are subject to frequent changes in laws and regulations. Content that fails to reflect these changes can quickly become non-compliant and potentially harmful to your audience.

Identifying Decayed Content

Content decay is often a gradual process, making it challenging to identify when a piece of content has become outdated or irrelevant.

However, there are several signs you can look for to detect decayed content and prioritize what needs to be updated. Signs of Content Decay include…

Declining Traffic and Engagement

A significant drop in organic traffic, low click-through rates, and decreased social media shares or comments can indicate that your content is no longer resonating with your audience or providing value.

Outdated Information

If your content contains statistics, data, or information that is no longer current or accurate, it may be perceived as unreliable or irrelevant by your audience.

Broken Links and Multimedia

Broken internal and external links, as well as missing or outdated images, videos, or other multimedia elements, can negatively impact the user experience and signal that your content needs attention.

Low Search Rankings

If your content is no longer ranking well in search engines for relevant keywords, it may be a sign that it has lost its competitive edge or that the topic has evolved.

Tools and Metrics to Measure Content Decay

• Google Analytics: Monitor metrics like bounce rate, time on page, and exit pages to identify underperforming content.
• Search Console: Track impressions, clicks, and average position to gauge the search visibility of your content over time.
• Backlink Monitoring Tools: Use tools like Ahrefs or Semrush to monitor the quality and quantity of backlinks pointing to your content, as a loss of high-quality links can indicate content decay.
• Broken Link Checkers: Utilize tools like Dr. Link Check or Screaming Frog to identify broken internal and external links within your content.

Prioritizing Content Updates

When it comes to refreshing decayed content, prioritization is key. Focus on updating content that:

Has high traffic potential

Target content that ranks well or has the potential to rank for high-volume, relevant keywords.

Generates leads or conversions

Prioritize content that directly impacts your business goals, such as lead generation or sales.

Represents your brand

Ensure that content that is highly visible or represents your brand’s core messaging is up-to-date and accurate.

Has high-quality backlinks

Content with a strong backlink profile should be maintained to preserve its authority and search visibility.

Content Auditing Process

Conducting a thorough content audit is crucial for identifying decayed content that needs to be updated or removed.

Here’s a step-by-step guide to auditing all site content effectively:

1. Inventory All Content: Begin by creating a comprehensive list of all existing content on your website, including blog posts, articles, product descriptions, landing pages, and any other relevant pages. You can use tools like screaming frog or crawler tools to crawl your site and generate a list of all URLs.
2. Gather Content Metrics: Collect relevant metrics for each piece of content, such as page views, bounce rate, time on page, and conversion rate. These metrics will help you identify underperforming or outdated content that may require updates or removal.
3. Evaluate Content Quality: Assess the quality of each piece of content based on factors like accuracy, relevance, depth, and readability. Look for content that is outdated, contains broken links, or lacks substance.
4. Check for Technical Issues: Analyze each page for technical issues that may impact user experience or search engine visibility, such as slow load times, broken images, or missing meta descriptions.
5. Prioritize Content Updates: Based on the data gathered, prioritize which content needs immediate attention. Consider factors like traffic potential, importance to your business, and the effort required to update the content.
6. Document Findings: Create a comprehensive report or spreadsheet documenting your findings, including the URLs of content that needs updating, the specific issues identified, and any recommendations for improvement.
7. Develop an Action Plan: Based on your prioritized list, create an action plan outlining the steps needed to update or remove decayed content. Assign tasks, set deadlines, and allocate resources accordingly.
8. Implement Changes: Execute your action plan by updating, consolidating, or removing content as needed. Ensure that any updates maintain high quality standards and align with your content strategy.
9. Monitor and Iterate: After implementing changes, monitor the performance of updated content and continue to audit your site regularly to identify and address any new instances of content decay.

Content Refreshing Best Practices

Refreshing existing content is often more efficient than creating new content from scratch. When updating outdated or underperforming content, there are several best practices to follow:

Identify Key Sections to Update

Rather than rewriting the entire piece, pinpoint the specific sections that need revisions. This could include outdated statistics, broken links, outdated product information, or sections that lack depth or clarity.

Conduct Additional Research

Supplement the existing content with the latest data, expert insights, and relevant case studies. Look for opportunities to add more comprehensive information, address new trends or developments in the industry, and anticipate potential reader questions.

Optimize for Search Intent

Review the target keywords and search intent behind the content. Ensure the updated piece thoroughly answers the query and provides the information searchers are looking for. Incorporate relevant keywords naturally throughout the content.

Enhance Visuals and Multimedia

Refresh outdated images, graphics, videos, or other multimedia elements with more engaging and up-to-date visuals. Well-chosen visuals can improve content comprehension and appeal.

Improve Content Structure

Evaluate the content’s structure, formatting, and organization. Break up dense paragraphs, add descriptive subheadings, and ensure a logical flow. This can enhance readability and make the content more scannable.

Update Internal and External Links

Remove any broken links and replace outdated external links with fresh, authoritative sources. Additionally, add internal links to relevant, up-to-date content on your website to improve information architecture and user experience.

Promote the Refreshed Content

Once the content is updated, promote it through various channels, such as email newsletters, social media, and content syndication platforms. This can drive new traffic and engagement with the revamped piece.