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Content decay monitoring that explains why a page is losing traffic

Older pages lose traffic quietly. Rankwell finds them and separates genuine decay from seasonality and falling demand.

Find decaying content

Why this matters for agencies

A page that drops 5% a month never triggers an alarm, but a year later it has lost half its traffic. And when a page does fall, the cause decides the fix.

How Rankwell handles content decay monitoring

The cause, not just the drop

Each decline is classified as ranking decline, search demand decline, CTR deterioration, query mix change or potential content decay, with the share of lost clicks explained by impressions versus CTR.

Seasonality and site-wide moves accounted for

The same periods a year earlier are checked, and pages simply moving with the whole site are marked as such.

Any comparison period

7 days, 28 days, 3 months, year over year or a custom range, using only finalised data.

From detection to a client report

  1. Pages with meaningful click volume are compared period over period after each synchronisation.
  2. Lost, declining and newly gained queries are listed for each page.
  3. Assign a refresh task, set a review date and record the change when it ships.
  4. Rankwell compares performance afterwards and adds the result to the client report.

Questions about this feature

What counts as content decay?
A sustained fall in a page's organic clicks driven by worsening rankings and lost queries, rather than by seasonality or lower search demand.
How much data is needed?
At least two full comparison periods. By default a page needs 30 clicks in the earlier period and a 20% fall before it is reported; both thresholds are configurable per website.

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