Is refreshing old content better than publishing new?

Usually, and it is consistently the cheaper half of the work. An indexed page with existing authority and links recovers faster than a new page earns the same position from nothing.

What if a page should just be deleted?

Sometimes it should. We recommend retire-and-redirect where a page has no recoverable value, because thin pages left indexed dilute the topical authority of the ones that matter.

How often should this run?

Annually for most sites, or after any migration. Decay is gradual, so a quarterly cadence usually finds too little to justify the effort.

Diagnostic Engagement

Recover The Traffic Your Existing Content Has Lost

Pages that used to perform quietly stop. We identify what has decayed, diagnose why, and rank the recovery work by what it is worth — usually cheaper and faster than publishing anything new.

Get your growth assessment →See how it works

Traffic recovered from pages you have already paid for
Cannibalising pages consolidated into one that wins
Broken citations and links restored before more decay
A maintenance cadence so this does not recur annually

Verified client outcome

Legal

How ME Law Achieved 469% Organic Growth and Scaled Client Acquisition Through Digital Transformation

+469%
Google Organic Sessions
+535%
Bing Organic Sessions
+205%
Total Sessions
+23,700%
Key Events

ME Law · Results in 12 months · reported from client analytics

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Decay Identification
Pages ranked by traffic lost against…
Cause Diagnosis
Whether the loss is competitive, technical,…
Cannibalisation Check
Where several of your own pages…
Citation Health
Earned citations and inbound links that…

Is this your situation?

Most sites lose more traffic to decay than they gain from new posts

Content ages out. Competitors publish something better. A migration breaks internal links. Facts go stale and the page quietly loses trust. None of this appears as a sudden drop, so it is rarely investigated — and the response is usually to publish more, which compounds the maintenance burden rather than fixing it.

Decay Identification
Pages ranked by traffic lost against their own peak, so priority follows recoverable value.
Cause Diagnosis
Whether the loss is competitive, technical, factual staleness, or lost internal links — each needs a different fix.
Cannibalisation Check
Where several of your own pages compete for the same intent and none of them wins.
Citation Health
Earned citations and inbound links that no longer resolve, which quietly discards authority you already paid for.

How we work

A sequence, not a package

01BaselineHistoric performance pulled per URL so decay is measured against each page's own peak.
02DiagnoseEach decayed page assigned a cause rather than a generic refresh recommendation.
03PrioritizeRecovery ordered by traffic value against effort, with consolidation candidates flagged.
04SpecifyRewrite, merge, redirect or retire — a decision per page, not a blanket policy.

Estimate your opportunity

Your numbers, your target. Nothing is assumed on your behalf.

Monthly visitors

Current conversion rate

Average customer value

Target conversion rate

Conversions now

150

At target rate

250

Difference

+100

Annualised value

$3,600,000

Illustrative arithmetic on the figures you entered — not a forecast, a benchmark, or a commitment. What content decay audit can actually move depends on your starting position.

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Part of the Artlogic growth system

Content Audit is not a silo

Each pillar compounds the others. Visibility without conversion wastes attention; conversion without authority never gets the chance. We build them as one system.

Explore the growth system →

What we measure