content-decay
Content Decay
A content programme has two kinds of work: the new page, which is fun, and the old page that ranked on page one last year and is now quietly losing a hundred clicks a month, which is not. The second kind pays back faster, because the page already has links, history and a position to recover. Nobody does it because the total traffic line still goes up, and the loss hides under the growth.
This engine finds the hidden loss. From a Search Console export that compares two equal periods, it sorts every page by what happened to it and why, and tells you which page to refresh first, measured in clicks lost rather than opinion.
When to use
Quarterly, or whenever organic clicks flatten. Also before planning a content calendar, so the refresh work gets a slot next to the new pages. Not for a site under three months old; there is no previous period yet.