Update your content regularly Did you know that more than 4 million blogs are published every day? Months go by, millions of new content pieces are introduced to Google, and suddenly your article starts to drop in rankings. Don’t worry, this is natural, and it’s called “content decay.” Every blog on the web today is susceptible to decay, which is why it’s important to regularly check on your older content and update it when decay starts to set in. “But Devin, how do I know when my content starts to decay?” Great question! You can start by keeping an eye on your content marketing metrics. When month-over-month traffic decreases anywhere from 15 to 40 percent, it’s time to go in and make some changes. Here are some actionable ways to update your content: Conduct new keyword research and see where the gaps in your content are. Most premium SEO tools today can provide in-depth analysis into keyword gaps and even show what new keywords your competitors are picking up. Find new research to touch on in your article. For example, if you’re referencing a study that was conducted in 2015 but a new study just came out, it’s time to go in and update your content to reflect new findings. The same goes for timely news stories and events. For example, if you’re a video conferencing software provider, you should update your content to resonate with more people who are working from home. In general, you’ll want to update a significant enough amount of content for Google to recrawl your web page. Updating a few headers alone just won’t cut it. Below is a real-life example of one of our articles when we recognised decay and updated it with fresh content. The Inbound Marketing Playbook / 42