Combat Content Decay: How I Started to Revitalize My Website and Drive Traffic

When I first started out, I was obsessed with creating new content. It felt like the only way to stay relevant. But over time, I started noticing something troubling: older posts, the ones that had once performed well, were slowly slipping into obscurity. I call this “content decay.”

Before launching my agency, I noticed that many companies were only focused on producing fresh content while their older pieces faded away. But it wasn’t until I experienced it firsthand that I realized how much of an impact neglected content could have on a site’s performance. I knew something had to change.

One of my first clients had a blog post that was well-written but not performing the way it should have been. It was the type of content that should have driven traffic and conversions, but instead, it was barely visible. So, I took a chance and refreshed it—updated the internal links, optimized the SEO, rewrote parts to make it more relevant. Six weeks later, that post was ranking at the top for our target keywords. The impact? A significant boost in traffic and a surge in revenue we hadn’t expected.

How to Spot Content Decay

Recognizing content decay isn’t always easy, but I’ve learned to watch for a few tell-tale signs:

• Organic traffic is declining

• Search engine rankings are dropping

• The content feels outdated or irrelevant

• Bounce rates are increasing while conversions drop

My Go-To Content Refresh Strategies

Here’s what I’ve found works best for reviving old content:

1. Conduct a Content AuditI love using tools like Google Analytics to dig into the numbers and find underperforming content that can be saved with a little attention.

2. Update and RepublishSometimes, it’s the smallest changes that bring content back to life. Whether it’s adding fresh data or rewriting outdated sections, a quick refresh and a new publish date can work wonders.

3. Repurpose Outdated ContentSome posts deserve more than just a rewrite. I often turn old blog posts into infographics, videos, or even podcasts to reach a broader audience.

4. Sunset Irrelevant ContentNot every piece of content is worth saving, and that’s okay. Redirecting pages or removing outdated content ensures that what’s left is valuable.

The Bottom Line

I’ve learned that keeping content fresh isn’t just a nice-to-have; it’s essential. Don’t let your hard work gather dust. Regularly updating and revitalizing your content ensures your site stays relevant, drives traffic, and improves your search engine rankings—just like it did for me.

If you are interested in taking your business to the next level, schedule a free 30-minute info session with us. By the end of this video call, you will have a clear understanding of the next steps you can take to start generating consistent and reliable results online with Organic & Paid Advertising: Schedule your session.