Content decay checker
Content decay is when a page slowly loses the clicks it used to get. Upload your Search Console pages export to see which pages have slipped, which are nearly on page one, and what to do with each.
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Free tool · Content decay checker
Which pages are losing clicks?
In Search Console, open Performance, set the dates to the last 3 months (tick Compare with the previous period to spot slipping pages), then Export → Download CSV and pick Pages.csv from the zip. Your data stays in your browser.
| Page | Clicks | Impr. | Pos. | Decision |
|---|
A starting point, not a verdict: check each page against what ranks above it before rewriting. Positions are Search Console averages across every search a page appears for.
How pages are sorted
Slipping
Clicks down by a third or more on the previous period, for pages that had at least 20 clicks before. Needs an export with Compare switched on. These go to the top of the list.
Close to page one
Average position 8 to 20. Google already rates the page; a rewrite that answers the search better is usually less work than a new page.
New title, merge or keep
Page-one pages with a click-through rate under 1.5% are flagged for a new title and description. Pages past position 20 with almost no clicks are flagged to merge or remove. The rest are left alone.
Sources: Google: Performance report · Google: Debugging drops in Search traffic · Organic CTR: impressions but no clicks
02 Questions
What people ask
How do I get the file?
In Search Console open Performance, set the dates to the last 3 months, tick Compare and choose the previous period, then Export and download the CSV. The download is a zip; the file you want inside it is Pages.csv.
Is my data uploaded anywhere?
No. The file is read in your browser and never leaves it.
Are the thresholds Google’s?
No, they’re my rules of thumb for sorting a long list quickly. Check each flagged page against what ranks above it before you rewrite anything.
Why did a page slip?
Common causes are newer or fuller pages from competitors, out-of-date information, a change in what Google shows for the search, or seasonality. Compare the same months year on year to rule the last one out.
— Next step
Start with a free SEO audit
Send me your site and you’ll get a short, honest read on what’s wrong. If you want the detail after that, the full audit is a paid piece of work, or part of a monthly plan.
- 01The main things holding your site back, in plain English
- 02Which of them are worth fixing first
- 03Whether a full audit or a monthly plan makes sense, or neither