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The Role of Content Decay: When to Update vs. Remove Old Blog Posts
Part of any successful content marketing strategy means creating new content, along with updating existing content. Content cannot be expected to perform well for a long period. Over time, Google will update its algorithms, search intent changes, along with information becoming obsolete, it's essential to ensure your content remains up to date.
Old and decayed content can reduce website traffic, even if you are publishing new content. Content delay is a common challenge faced by hundreds of businesses that have a website or sell their products online.
Content and SEO are closely linked and in order to drive organic traffic and improve your ranking on search engine results pages (SERPs), you need to create high quality content. If your posts are not updated, you are missing out on a valuable opportunity to boost visibility and website traffic.
Content decay is a natural process that happens to your online content over time. Even the most well-crafted content can become irrelevant and outdated. This results in a drop in search rankings and organic traffic, as they no longer resonate with your audience.
Content delay occurs when information is no longer relevant, it's outdated, or your gaudinesses interests change. Sometimes it's due to new competitive content being published and outranking yours.
Google advises that website owners should be publishing fresh, updated, and accurate information. Remember, Google prioritises pages that are updated and fresh in search results, ensuring users intent is met.
Decay is used as slow and gradual, much like tooth decay, that starts slowly and eventually gets worse over time. The same goes with your content. You may not notice the change in website traffic for a period of time, and then it gradually starts to get worse.
In order for your content strategy to be successful, you need to understand the lifestyle of your content. Content starts with an idea, it is then created, published, promoted, monitored, and then it declines.
Content delay isn't just your content becoming outdated, it can be due to many reasons. Before you make any changes, it's worthwhile identifying the signs of content decay, helping you create the best plan of action to prevent it from occurring in the first place:
When your content becomes outdated or irrelevant, it is the most common sign of content decay. Google loves fresh, updated, and well-optimised content. When your content is relevant, optimised, and fresh, age is no longer a concern. Therefore, ensure your content is optimised for search engines.
Another clear sign of content decay is when a competitor publishes new and better content that what you have published. When you have numerous sites competing for the same traffic on the same topic, it's essential to monitor your competitors.
Duplicate content is when you have different URL's on your site that all cover the same topic, therefore you have numerous pages competing against each other for rankings. This not only confuses search engines, it all reduces your content performance.
A clear sign of content decay is when you notice a decrease in website traffic. When you watch your traffic declining, it could mean your content no longer resonates with your audiences. Low engagement can also negatively impact your overall SEO efforts. If you are experiencing high bounce rates or short dwell times, it may be an indication that you need to revisit your content and update it.
Google is always looking for ways to improve how users interact with search results, understanding their search intent. When people have different intentions when searching for a specific keyword or phrase, you know your content has decayed. Monitor user intent and adjust your content strategy regularly to reduce the risk of decay.
Content decay is a natural process as your content becomes outdated, no longer resonating with your audience. Through effective content optimisation, performance tracking, and content recycling, you can reduce the risk of content decay, drop in ranking, and reduced website traffic. Get in touch with the team at Genie Crawl today if you need help with your content strategy and reducing the risk of content decay in 2025.
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