What is decay

Decay is an index that represents the decline.

But of what?

In practice, decay indicates the waning effects of communication on potential customers of the sponsored brand.

Therefore, it measures the drop in spontaneous recall of advertising.

Decay Index

The decay is determined as a percentage of the decline in spontaneous recall of advertising during a period of inactivity.

It is one of the main variables used to evaluate previous performance of advertising campaigns.

The decay, can be defined as the exhaustion of advertising and content that has experienced a decrease in traffic over the past twelve months.

The reasons for which content decay occurs include:

• Brands give priority to new content: as a result, they stop promoting past content on social media, in newsletters, and in advertising campaigns;
• Google gives priority to the most recent content: Google monitors three types of searches for new content, such as regularly occurring events, frequent updates, and recent events;
• New competitors: another writer takes your best-performing content, enhances it to make it much better, and tries to usurp your ranking.

The decay of content has a negative impact on SEO, and as a result the website will receive less incoming traffic.

Strategies to Avoid Decay

To regain SEO traffic, it is important to follow these strategies:

• Expand the word count and add more in-depth insights and examples;
• Replace outdated statistics and references with useful information;
• Promote content in your mailing list and on social media;
• Add internal links from other posts to pages.

Replacing old data with new ones allows you to take note of any additional missing content and add it to new posts.