Glossary
Content decay
A page slowly losing search clicks over months, with nothing broken to explain it. Not to be confused with seasonality, a fault or a sudden update.
Content decay is when a page loses search clicks slowly, over months, with nothing broken to explain it. Usually, others overtook it, or what it says has aged. It’s an industry term and not one of Google’s.
Before calling it decay, rule out what Google lists in its guide to traffic drops: seasonality, technical faults and updates. See how to find it, and what to do with each page.