Our Blogs

Over time you will observe that some of your blog content performs below its previous standards. This is called content decay. A content’s fading relevance combined with declining accuracy and reduced value negatively affects both search engine rankings and conversion rates.

The good news? Being the best digital marketing company in India, we give you the right strategies to update and refresh your content and regain lost traffic and improve engagement.

What is Content Decay?

Content decay means that the piece of content organically loses ranking and traffic as time passes. You publish content, and a search engine crawls it to rank it according to relevant keywords. However, over time, your content could become outdated and less relevant to readers, so traffic decreases. Some older pieces of content still rank well and generate steady streams of traffic. However, if the content no longer aligns with the current trends or user intent, it loses effectiveness.

Why Does Content Decay Happen?

Several factors contribute to content decay:

• Better competitor content: Your competitors may create more detailed and up-to-date content that outranks yours.
• Less interest in searches: As your keyword declines, search volume lowers, thereby influencing your traffic.
• Google’s algorithm changes: Search engines continuously refine their algorithms to prioritize fresh and relevant content.
• Keyword cannibalization: Targeting the same keyword using more pages in your site may pit them against each other.
• Shifting search intent: User intent behind a keyword can change over time, making your content less relevant.

Top Strategies to Fix and Prevent Content Decay

1.Update and Refresh Old Content

Instead of letting old content fade away, refresh it by:

• Adding new insights and recent statistics.
• Expanding sections with additional details and examples.
• Improving readability by restructuring paragraphs.
• Enhancing formatting with bullet points, images, and infographics.
• Checking and updating outdated links or references.

Start by analyzing top-ranking competitors and identifying any missing information in your content. Adding depth and addressing common reader questions can make your content more valuable and competitive.

2. Use FAQ Schema Markup

If your content answers frequently asked questions, adding FAQ schema markup can help Google display quick answers directly in search results. This can increase visibility and drive more traffic to your site.

3. Consolidate Similar Content

If multiple articles on your site target the same topic and keyword, consider merging them into one comprehensive, high-quality piece. This prevents keyword cannibalization and strengthens your content’s authority.

SEO is an ongoing process, not a one-time setup. Keep your content optimized by:

• Updating meta titles and descriptions.
• Improving keyword placement and relevance.
• Enhancing internal linking to boost rankings.
• Ensuring fast page load speed and mobile-friendliness.

5.   Create New Content for Trending Topics

If an old topic is no longer popular, consider creating new content on trending or related subjects. Expanding your content strategy to cover emerging topics can help maintain your website’s relevance.

6. Build Internal Links and Backlinks

Interlinking your pages helps search engines understand the structure of your website. Adding links from high-performing pages to updated content can boost rankings and keep users engaged longer.

Stay Ahead of Content Decay

It’s natural that content decay occurs; however, this should not hurt the performance of your website. If you regularly check content performance and make updates accordingly, then it can always stay fresh, relevant, engaging, and also SEO optimized.

Do you need professional aid to maintain updated content and boost SEO? At Wibits, a leading digital marketing company in Nagercoil, India, we craft such content that could be relatable to your customers and create positive business outcomes for you. We revive your contents and help make your brand high in the business arena.

Ready to refresh your content and garner more traffic? Let’s get started today!