Last Updated on March 16, 2023 by SWHA

As a website owner, you’re probably always on the lookout for ways to improve your website SEO. But did you know that one of the biggest threats to your site’s ranking is content decay?

Content decay is when your site’s content becomes outdated, irrelevant, or simply stops working. It can happen gradually over time, or it can happen suddenly after a major change to your site.

Either way, it can have a major impact on your website SEO. That’s because Google’s algorithms are constantly changing, and they’re getting better at spotting content that’s no longer useful to users.

So how can you spot content decay before it affects your SEO?

Here are a few signs to look for


1. Website traffic is declining

If you notice that your website traffic is starting to decline, it could be a sign that your content is no longer relevant to users. Take a look at your Google Analytics data to see if you can spot any patterns in the decline.

2. Website is no longer ranking for keywords

If you’re not ranking as high as you used for keywords, it could be a sign that your content is no longer as relevant as it once was. Use a tool like Google Search Console to see how your site is performing for keywords.


Content Decay - Post 1 - 23. Website is getting more 404 errors

If you’re getting more 404 errors, it could be a sign that some of your content is no longer working. This could be due to a change in your site’s URL structure, or simply because the content itself is no longer available.


4. Website is getting more bounce rates

If you notice that your site’s bounce rates is increasing, it could be a sign that users are leaving your site after only viewing one page. This could be because they can’t find what they’re looking for, or because the content on your site is no longer relevant to them.


5. Website is getting less social shares

If you notice that your site’s content is being shared less on social media, it could be a sign that it’s no longer as relevant or interesting as it once was. This is a good way to gauge the engagement of your audience.

If you notice any of these signs, it’s important to take action to fix the problem. Otherwise, it could have a major impact on your site’s SEO.

Here are a few things you can do to fix content decay


1. Update your content

If your content is outdated, make sure to update it. This could mean adding new information, or simply changing the way it’s presented.


2. Remove outdated content

If your content is no longer relevant, you may want to consider removing it from your site. This will help to improve the overall quality of your site’s content.


3. Add new content

If your site is lacking in fresh, relevant content, consider adding new content. This could be in the form of blog posts, articles, or even new pages.


4. Improve your website navigation

If your website navigation is confusing or difficult to use, consider improving it. This will help users to find the content they’re looking for more easily.


5. Promote your content

If you want your content to reach a wider audience, consider promoting it. This could be through social media, email marketing, or even paid advertising.


6. Republish your content on different platforms

If you originally published your content on your blog, try republishing it on Medium or LinkedIn. This will give it a second life and help you reach new audiences.


7. Create new content around the same topic

If you have a piece of content that’s starting to decay, create a new piece of content that’s related to it. For example, if you wrote a blog post about the benefits of meditation, you could create a new video about meditation tips for beginners.


8. Reach out to influencers

If you know of any influencers who might be interested in your content, reach out to them and see if they’ll share it with their followers.


9. Collaborate with other content creators

See if there are any other content creators who would be interested in collaborating with you. For example, you could guest post on each other’s blogs or create a joint webinar.

Spotting content decay before it affects your SEO is essential to maintaining a high ranking. By taking action to fix the problem, you can ensure that your site continues to perform well in the search engines.

Common challenges with content decay

In digital marketing, we are always looking for ways to improve our content strategy. However, sometimes our content can start to decay without us even realizing it. Here are some common challenges with content decay and how to avoid them:


1. Outdated information

Over time, your content can become outdated if you don’t regularly update it. This is especially true for evergreen content like How-To guides and listicles. Make sure to go through your older articles and update them with new information.


2. Broken links

As you update your content, you may also need to update links to external sources. If a link is broken, it can make your content seem less credible. Use a tool like Screaming Frog to check for broken links on your website.


3. Unengaging content

If your content is no longer engaging or relevant to your audience, it will start to decay. Make sure to keep your content fresh by regularly publishing new and relevant articles.


Content Decay - Post 1 - 34. Poor website design

As time goes on, your website design may start to look dated. If your design is no longer appealing, it can make your content seem less credible. Make sure to keep your website design up-to-date to avoid content decay.


5. Lack of promotion

If you’re not promoting your content, it will be harder for people to find it. Make sure to promote your content on social media, in email newsletters, and on other websites.

Are you experiencing content decay

If you’re like most people, you’re probably not too thrilled about the idea of content decay. After all, who wants their hard work to go to waste?

Fortunately, there’s something you can do about it. Here at SWHA, we offer a variety of services that can help you keep your content fresh and relevant.

For example, we can help you with content curation. This involves finding and sharing the best content from around the web. Not only does this help you keep your own content fresh, but it also helps you build relationships with other thought leaders in your industry.

We can also help you with content repurposing. This is where you take existing content and give it a new spin. For instance, you could turn a blog post into an infographic or a video. This is a great way to get more mileage out of your content and ensure that it reaches a wider audience.

Finally, we can also help you with content creation. If you’re struggling to come up with fresh ideas, our team of writers can help you create high-quality, original content that will resonate with your audience.

If you’re concerned about content decay, don’t despair. SWHA can help you overcome this challenge and keep your content fresh and relevant. Contact us today to learn more about our services.