Content decay
Find the pages that lost clicks, allowing for seasons, with the likely cause and what to do about each.
Content decay reads your Google Search Console data and finds the pages that get fewer clicks than they should. It compares each page’s last 28 days with the 28 days before, and allows for seasons with the same weeks last year. For each page it shows the clicks it lost, the likely cause, the searches that lost clicks, and what to do.
It’s free when up to 25 pages lost clicks. More costs 1 credit ($1) a run, and the cost shows before you run it. Sign in, connect Search Console (read-only), pick a site and run it.
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Sign in free to run Content decay on your own site
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Free for small sites. No card needed.
Connect Search Console to run Content decay on your sites. Access is read-only.
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Free for sites with up to 25 pages that get clicks. Bigger sites cost 1 credit per 100 pages. A new site’s size is known once its data loads, so a big site may need credits then.
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Free for sites with up to 25 pages that get clicks. Bigger sites cost 1 credit per 100 pages.
Free for this site.
This run costs .
We’ll email you when it’s ready. Change
What you get
- Up to 100 pages, most clicks to win back first, each with its clicks now, before and expected after last year’s season.
- The likely cause: a lower position, fewer people seeing it, fewer people clicking, or another of your pages taking its searches.
- The searches that lost the most clicks, with their clicks and position before and now.
- One step for each page, and a realistic range of the clicks it could win back.
- CSV and JSON downloads of every run, and a link an AI agent can work through.
How it works
- It loads the last 56 days of your Search Console data, and the same weeks a year earlier for every page, in two requests (Search Console keeps 16 months).
- A page is listed when it had at least 10 clicks in the 28 days before and lost at least 20% of what it was expected to get, and at least 5 clicks. Expected is the 28 days before, moved by how the same weeks went last year for that page, or for its folder when the page is new. A seasonal dip that happened last year too is not decay. A page is listed only when at least 30 clicks were expected and the drop is too big to be chance (a Poisson test, under 1 in 100): a small page moving from 15 clicks to 9 is not listed.
- The cause is the first that fits: another of your pages gained at least half of the clicks this page lost on its searches, it ranks at least one place lower, it gets 10% fewer impressions, or its click rate fell by a fifth. The cause stands only when the searches that lost most of the clicks show it too; otherwise it says mixed causes.
- A page whose searches went to another of your pages is not a page to update: the report points to Cannibalisation instead.
- It reads each page as Google sees it now. A page that redirects, is gone or asks not to be indexed gets no step: the report says what to check. It never tells you to delete or merge a page.
After you make a change
- Mark an item done when you have changed the page. Content decay measures its clicks 28 and 56 days later against the same number of days before, and shows the result on your site’s page.
- Dismiss an item you do not want to work on. It stays out of later runs.
- Run it again to see what is new, what is still open and what was resolved since the last run.