Content Freshness and Decay Audit
Decide which pages need updating, merging, or leaving alone.
The Open buttons send the prompt text as currently shown below to that site only when you click. Fill in the placeholders first.
Find content that is losing traffic and decide what to do. Site and content type: [SITE_AND_CONTENT_TYPE]. Page data: URL, publish date, last updated, clicks and impressions for the last 12 months and the 12 months before, top queries, conversions: [PAGE_DATA]. Take each page through the tree: 1. Is traffic down more than 20 percent year over year (or another threshold I set: [DECLINE_THRESHOLD])? IF no THEN leave it, but note if it is stable because of seasonality. 2. Is the decline due to a lost ranking position, a loss of impressions, or a falling click-through rate? Show how to read each from the data. 3. Is the topic still relevant? IF the topic is obsolete THEN retire or redirect. 4. Is the information outdated (dates, prices, tools, laws, screenshots)? IF yes THEN refresh, and note the elements to update. 5. Does a newer page of mine cover the same query? IF yes THEN merge. 6. Do competitors now cover the topic better (formats, depth, freshness)? IF yes THEN plan a substantial rewrite. Output a table: Page | Decline | Likely cause | Verdict (leave, refresh, rewrite, merge, redirect, remove) | What to change | Priority | Expected effect (hypothesis). Add an update workflow (research, edit, republish, request reindexing, track), a rule for "last updated" dates (only change when content actually changes), and a monitoring plan.
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