Recover Content

# Recover Content

Diagnose and reverse traffic loss on existing pages using the decay triage
framework: refresh, consolidate, redirect, or retire.

## Before You Start

Gather this context (ask if not provided):

1. **Which pages are losing traffic?** Specific URLs or a general "the whole blog is declining."
2. **How much traffic was lost?** Percentage drop or absolute numbers.
3. **Over what timeframe?** Gradual decline over months vs sudden drop.
4. **Any recent changes?** Site redesign, CMS migration, content edits, algorithm update timing.

If the user doesn't know which pages are declining, suggest checking Google Search
Console → Performance → Pages, sorted by click change over the last 6 months.

## Identifying Decay

Content decay happens when a page gradually loses search traffic over time.
Common signals:

- Clicks declining month-over-month for 3+ months
- Position slipping from page 1 to page 2+
- Impressions stable but CTR dropping (competitors have better titles/snippets)
- Impressions declining (Google no longer considers the page relevant)

### Composite Decay Score

Score each page across 5 weighted signals to prioritize action:

| Signal | Weight | How to Score (0-100) |
|--------|--------|---------------------|
| Traffic decline | 30% | 0 = no decline, 50 = 20-40% drop, 100 = >60% drop |
| Position drops | 25% | 0 = stable, 50 = lost 3-5 positions, 100 = dropped off page 1 |
| CTR decline | 15% | 0 = stable, 50 = 20% decline, 100 = >40% decline |
| Content freshness | 15% | 0 = updated this quarter, 50 = 6-12 months stale, 100 = >2 years stale |
| Competitive displacement | 15% | 0 = no new competitors, 50 = new entrants on page 1, 100 = displaced from top 3 |

```
Composite Decay Score = (Traffic x 0.30) + (Position x 0.25) + (CTR x 0.15)
                      + (Freshness x 0.15) + (Displacement x 0.15)
```

| Score | Stage | Response |
|-------|-------|----------|
| 0-20 | Healthy | Continue monitoring |
| 21-40 | Early decay | Add to refresh queue (next month) |
| 41-60 | Active decay | Schedule refresh this week |
| 61-80 | Significant decay | Immediate refresh or rewrite decision |
| 81-100 | Terminal decay | Rewrite, redirect, or retire |

### Alert Priority Matrix

When multiple signals fire together, escalate:

| Signal Combination | Priority | Response Time |
|-------------------|----------|---------------|
| Traffic decline + Position drop | P1 Critical | Refresh within 48 hours |
| Traffic decline + CTR decline | P1 Critical | Rewrite title/meta immediately |
| Position drop + Competitor displacement | P2 High | Refresh within 1 week |
| CTR decline only | P3 Medium | Rewrite title and meta this week |
| Freshness indicators only | P3 Medium | Schedule refresh within 2 weeks |

## The Decay Triage Framework

For each decaying page, apply this decision tree:

### Decision 1: Is the topic still relevant?

- **Yes** → proceed to Decision 2
- **No** (product discontinued, event passed, technology obsolete) → **Retire**. 301 redirect to the closest relevant page or parent category.

### Decision 2: Is there another page on the site targeting the same topic?

- **Yes** → **Consolidate**. Merge the best content from both pages into one. 301 redirect the weaker page.
- **No** → proceed to Decision 3

### Decision 3: Has the search intent shifted?

Check what currently ranks for the target keyword. Has the SERP changed from:
- Listicles → long-form guides?
- Blog posts → product pages?
- Text → video?
- General → specific?

- **Yes, intent shifted** → **Rewrite**. Rebuild the page to match current intent. Keep the URL.
- **No** → proceed