Google Search team covers the topic of Content Decay in SEO

This conversation between John and Lizzi from the Google Search team covers the topic of content decay in SEO. Here are the key points:

Content Decay

• Refers to a decline in search interest and ranking for content over time
• It doesn’t necessarily mean the content is bad or unhelpful
• This can be caused by outdated information, changes in user interest, or new content being published

Impact of Content Decay

• Lower search visibility and traffic
• Decreased click-through rates (CTR)
• Reduced website performance in terms of conversions or lead generation
• Difficulty acquiring backlinks to the content

Strategies to Address Content Decay

• Review and update: Regularly evaluate content for accuracy and relevance. Update information, statistics, and examples
• Fix broken links: Ensure all links within the content function properly and point to relevant resources
• Add informative banners: Use banners to acknowledge the content’s age and suggest newer resources if available
• Relocate or redirect: For significantly outdated content, consider redirecting users to a more relevant and up-to-date page
• Delete and archive: In rare cases, extremely outdated content might be best deleted and archived for historical purposes

Librarian’s Perspective (Lizzi)

• Prioritizes historical accuracy and maintains a record of past announcements and tools
• Prefers to keep content up-to-date rather than resorting to misleading tactics like adding fake update dates
• Suggests using clear labels and informative banners to guide users about content age and relevance

Key Takeaways

• Content decay is a natural process, but it can be managed through regular reviews and updates
• Striking a balance between historical accuracy and user needs is important when dealing with older content
• Transparency with users regarding content age and relevance is crucial for maintaining trust

You can listen to the video conversation below: