The gradual demise in performance of online content over time has cost a lot of organisations an arm and a leg, reputations at stake, and loss of clientele due to dissatisfaction. This content decay is usually marked by a decrease in traffic, engagement, and search engine rankings that occurs due to outdated information, shifting search algorithms, tight competition, and changes in user behaviour. The need to fix such predicaments has led to the rise of many digital marketing agencies in Victoria that have helped to revive so many businesses and organisations.
What Is Content Decay?
Content decay is a process whereby online content gradually decreases in performance over time. The content loses its potency to attract traffic and boost engagement. Additionally, if the content is not updated, it loses relevance, becomes outdated, and irrelevant to the intended audience as there are changes in user behaviour which occur due to changes in preference and search intent; therefore, content has to be constantly updated and refreshed to prevent decay. Increased competition can also lead to decay, as newer and fresher content can easily overshadow old content. The decay of content may also affect brand visibility.
Distinct Causes Of Content Decay
According to digital marketing agencies in Victoria, there are several contributing factors to content decay, which include the following.
- Outdated information – Outdated content that is based on trends that have faded, outdated statistics and research lose potency over time. Not only that, referencing past events, irrelevant products, and outdated tools can also contribute to content decay. Moreover, specialists in website design in Sydney have concluded that broken links and images significantly affect user experience. Therefore, it is important for the information to be updated and refreshed all the time in order to stay relevant.
- Changes in search engine algorithms – Search engines like Google constantly update their algorithm to enhance search results, which may affect the relevance of the content. Also, decay can be caused by shifting intent, as user behaviour and intent can change, making content irrelevant to their current search intents. Moreover, dynamic features can divert traffic from traditional search results.
- Increased competition – The stiff competition in the industry causes most counterparts to constantly create new content that is comprehensive and up to date, which may cause older content to be buried so that it becomes irrelevant. Furthermore, experts in website design in Sydney claimed that keyword cannibalization leads to decreased ranking for all apps.
- Evolving user behavior – Content that was once popular can become less appealing due to the fact that user interests, behaviours, and needs evolve over time. Additionally, other factors like poor site speed, outdated pages, and broken links can also negatively affect user behavior, leading to a decline in search volume.
Conclusion – The aforementioned causes help to identify areas that have to be addressed in order to prevent content decay. By understanding these factors, businesses and organisations can effectively maintain and improve their websites’ overall performance and enhance visibility and rankings online. There is also a need to get professional help from reputable marketing agencies in order to revive their online presence and be on top of the game, as it is best to keep up with the trends, accept change, and evolve.
