If your blog used to bring in leads but now feels like it’s stuck, content decay may be the reason. This common issue happens when older blog posts and pages slowly lose visibility in search results.
You might not notice right away, but over time, traffic drops, rankings slip, and your best content stops working as hard as it used to.
The good news? You can fix it. This guide breaks down how to spot content decay, how to fix it, and how to keep your site from losing ground again in the future.
What Is Content Decay? Why Does It Happen?
Content decay happens when a blog post or webpage that once ranked well in search engines starts to lose traffic and visibility over time.
It’s not because your post was bad. It’s because Google keeps evolving, competitors are always publishing, and search habits change.
In 2024, research from Semrush shows that 82% of high-ranking posts start to lose traffic within 12 to 24 months if not maintained. That’s a big deal if you rely on your website to bring in leads.
Why content decays:
- The information is outdated
- The post doesn’t match what users are searching for anymore
- Competitors have published newer, stronger content
- The page has lost internal links or backlinks
- It wasn’t optimized for keywords to begin with
This is a major reason why just “posting more” won’t grow your site. Without a plan to monitor and update old content, traffic can slowly fade without you even realizing it.
How to Spot Content Decay on Your Website
Not sure if it’s happening to you? An Ahrefs study found that over 66% of links to sampled websites have rotted over the past nine years.
When you include redirects or crawl errors, nearly 75% of links disappear or break over time.
That means valuable traffic and credibility may be slipping away without you seeing it…here are some signs to watch for!
Your traffic is slipping
If you log into Google Analytics and notice that organic sessions are trending down (even while you’re still posting regularly), that’s a red flag. It could mean your older content is losing traction.
Your top blog posts aren’t pulling clicks like before
Head to Google Analytics or Search Console and sort your pages by clicks. Compare the last 3 months to the same period last year. Are your once-best posts showing fewer clicks or impressions? That’s content decay at work.
You’re ranking lower for the same keywords
Use a keyword tracking tool like Ubersuggest or Semrush to see how your pages rank. If they’re slowly dropping, even by a few spots, you’ll feel that loss in your traffic.
Leads or calls from content have slowed
If you’re not getting the same number of calls, form fills, or quote requests from a page that used to work, it might be because it’s no longer visible when people search.
Helpful tools to use:
- Google Search Console: Shows impressions and clicks by URL
- GA4 (Google Analytics): Helps you monitor page performance over time
- Ubersuggest / Semrush: Tracks keyword rankings and changes
How to Stop Content Decay and Reclaim Traffic
You don’t need to rewrite your entire website. Many older posts can be updated and re-optimized in just a few steps.
1. Find the content that’s decaying
Use Search Console or GA4 to identify pages that used to bring in traffic but now get less attention. Focus on blog posts and landing pages that dropped in clicks or impressions.
If the post still ranks somewhere on page one or two, it has real potential to recover.
Look for pages that…
- Used to rank well, but dropped in total clicks
- Have a high number of impressions but low click-through rates
- Are no longer generating form fills, quote requests, or calls
Create a short list of these underperformers in a spreadsheet. These are your priority candidates for refresh.
2. Update the content with fresh information
When refreshing a post, read it from a customer’s point of view. Ask:
- Is any of the advice outdated or unclear?
- Are the services or locations still accurate?
- Could any screenshots, links, or stats be more current?
Update dates, tools, references, or terminology. Add new stats from trusted sources. If you have new testimonials or project examples, plug those in as well.
Tip: Don’t forget to check for broken links using a free tool like Broken Link Checker. Removing or fixing these can help your rankings recover.
3. Strengthen your keyword targeting
This is where many posts fall flat. Use keyword research tools to:
- See what users are searching for today
- Find related or better-matching keywords
- Update your focus keyword, title, meta description, and headings
Make sure your H1, H2, and H3 tags follow a logical order and support readability. Heading tags help Google understand what your content is about, and they help your visitors find answers quickly.
4. Add internal links to and from the post
Linking to newer pages or services boosts the SEO value of both pages. And adding internal links from your other posts to the refreshed content helps Google rediscover it faster.
Look for places to link naturally to:
- Related blog posts
- Your service or location pages
- Contact or booking forms
For example, if your post is about attic ventilation, you could link to a page on roof inspections or insulation tips.
Also, use tools like Screaming Frog or Yoast SEO to identify orphaned pages (pages that don’t have any internal links pointing to them). Add those into your strategy so Google crawls them more often.
5. Re-promote the updated post
Once your content is refreshed, share it again. Post it to your Google Business Profile, email it to past clients, or add it to your next newsletter. You can also link it from new blog posts to help regain momentum.
How to Prevent Content Decay in the Future
Stopping content decay once is good. Building habits that keep it from returning is even better. Here’s how to do it.
Run a content audit every six months
Set a calendar reminder to review your top-performing pages twice a year. Look at their traffic, rankings, and conversions. If anything’s slipping, add it to your update list.
You don’t need to review every post, just the ones that matter most. Those with notable traffic changes in the last 60-90 days, and those that closely relate to your key service pages.
Create a simple spreadsheet with the following columns:
- Page URL
- Focus keyword
- Organic traffic (from GA4)
- Ranking position or estimated search volume and ranking difficulty (from Semrush or similar)
Every 6 months (or at least once per year), go down the list and update anything that’s dropped in traffic or no longer matches search intent.
Do keyword research before you post
If your content is missing keywords people are actually searching for, it won’t rank long-term. Before publishing, use a simple keyword tool like Ubersuggest or Google’s Keyword Planner.
Make sure each post targets one main phrase and supports it with related subtopics or questions.
Build internal links into your publishing routine
Every new blog post should link to at least two or three existing pages. And every time you update an old post, look for places to link to newer content.
This web of internal links keeps your site strong and easy for search engines to navigate.
Use clear headings and structure
Well-organized content performs better. Stick to one H1 per page (usually the title), and use H2 and H3 headings to break up sections naturally. This helps both readers and search engines understand your content.
Track your top posts monthly
Even a simple spreadsheet can work. Note which pages get the most traffic or leads, and flag any that drop. Early detection is key. You don’t want to wait six months before realizing a post has decayed.
Set aside 30 minutes once a month to check your top 5 pages. In GA4, go to Reports > Engagement > Pages and Screens. Sort by views or conversions.
Create a log of your best performers, and note any sudden drops or gains!
Related Questions
How often should I update old blog posts?
Every 6 to 12 months is ideal. Focus on your top-performing content or anything that’s lost traffic recently.
What are heading tags, and why are they important?
Heading tags (like H1, H2, H3) structure your page. They help Google understand your content and make posts easier to scan for readers.
What is an authority score?
It’s a rating that shows how strong your domain is, based on backlinks, traffic, and SEO. Higher scores can improve rankings.
What is a redirect?
A redirect sends visitors from one URL to another. Use it when you delete or merge content, so users don’t land on a broken page.
How long does it take to see SEO results?
Most sites see improvement within 3 to 6 months, depending on competition, content quality, and technical setup.
Final Thoughts
Content decay doesn’t mean you’re failing. It just means your site is ready for a tune-up. If your blog isn’t bringing in leads like it used to, there’s likely value hiding in old posts that just need a refresh.
At WolfPack, we help home service businesses turn low-performing pages into consistent lead sources. Whether you need a quick audit or a full content strategy, we’re here to help you grow with purpose.
Let’s uncover the traffic you’re missing. Start with a quick convo today.
