Spot pages losing traffic.
Before they fade.

A page losing traffic is not always a page to rewrite

Content decay is a page that used to earn traffic and is slowly earning less. It rarely announces itself. Nothing breaks, nothing errors, and the page is still there, it is just worth less every month. Refreshing it is usually far cheaper than writing something new, which is why it is worth catching early.

Three things that look like decay but are not

Seasonality. A page about garden furniture in November has not decayed. Comparing year on year, the same weeks twelve months apart, cancels out the seasonal shape.

A site wide change. After a migration or an algorithm update every page can drop together. A page only counts as decaying if it is falling faster than the rest of your site.

Falling demand. If fewer people search the topic, clicks fall while rankings hold perfectly. Rewriting that page changes nothing, because nobody lost to a competitor; the market shrank.

What a real fix looks like

When a page has genuinely slipped, the usual causes are a competitor with a fresher or more complete answer, out of date facts, or search intent that has moved. Update what is stale, answer the questions people now ask, and check the page still matches what searchers want.

How UtilitySEO handles this

UtilitySEO compares each page year on year from your Google Search Console data, measures it against your whole site, and separates lost rankings from lost demand, so the list it gives you is pages a refresh can actually help.