Effective Strategies from Google to Combat Content Decay

In the most recent episode of the Search Off The Record podcast, John Mueller and Lizzi Sassman from Google's Search Relations team discussed strategies for addressing "content decay" on websites.

All websites encounter the challenge of outdated content as time goes on, and Google suggests solutions that go beyond simply removing old pages.

While removing stale content is sometimes necessary, Google recommends taking an intentional, format-specific approach to tackling content decay.

Archiving vs. Transitional Guides

Google recommends not deleting outdated content right away, such as information about products or services that are no longer available.

According to Sassman, taking down content prematurely can cause confusion for visitors and result in a negative user experience.

When trying to figure out what happened, the first thing I need to know is, "What happened to you?" Otherwise, it can feel like a mistake or confusion, wondering if I clicked on the wrong link or if there was a redirect to the wrong thing. Sassman advises creating transitional "explainer" pages during deprecation periods to help avoid confusion.

A temporary transition guide informs readers of the outdated content while steering them toward updated resources.

Sassman continues:

Deciding When to Update Content or Write New Content

Sometimes, it can be helpful to consider updating existing content as an intermediary step. For example, during a transition period, you may choose to update the content to provide more clarity. This could involve directing people to an explanation for a temporary period, such as six months. After this period, when enough time has passed and people are familiar with the changes, you can then transition to new content without confusion.

Google recommends keeping reference guides and authoritative content up to date to ensure accuracy and relevance. However, if there are significant updates, it may be better to create a new piece instead of editing the original for archival purposes.

Sassman says that he prefers to keep the original content as it is. This way, they can refer back to it if needed. If they were to make significant changes or turn it into something new, it might be better to publish it as a completely new blog post.

Remove Potentially Harmful Content

Google recommends removing pages in cases where the outdated information is potentially harmful.

Sassman realized that the "How to Structure Data" documentation page was outdated and decided to delete it. She felt that keeping it up would only confuse people, so it was best to get rid of it.

Internal Auditing Processes

Sometimes, it can be counterproductive when people continue to add markup, expecting a certain outcome. To address this issue, we decided to delete the page and redirect users to the changelog entry. This way, even if someone clicks on "How To Structure Data" or comes across a link, they can still learn about the changes made to that feature.

To ensure your content stays up-to-date, Google recommends establishing a process to regularly review older content.

Sassman suggests creating automated reminders for pages that have not been reviewed within specific timeframes.

Context Is Key

Have you met our little robot friend? It's here to give you a friendly nudge and remind you to check out this documentation page. It's been a while since you last visited, so why not take another look? Make sure all your links are still working and the information is up to date.

Google’s tips for dealing with content decay center around understanding the context of outdated materials.

You want to prevent visitors from stumbling across obsolete pages without clarity.

Additional Google-recommended tactics include:

Prominent banners or notices clarifying a page’s dated nature

Listing original publish dates

Providing inline annotations explaining how older references or screenshots may be obsolete

How This Can Help You

Following Google’s recommendations for tackling content decay can benefit you in several ways:

Visitors can have a better experience on your website when you offer clear explanations, transition guides, and redirects to prevent confusion or encountering broken pages.

It is important to maintain trust and credibility by removing any potentially harmful or inaccurate content and keeping your information up-to-date. This shows your dedication to providing reliable and trustworthy resources.

Regularly auditing and updating your pages can improve your website's search rankings and visibility. By creating new content instead of editing older pieces, you can also preserve a historical record of your website's evolution.

Implementing internal auditing processes can streamline content management by helping to identify and address outdated or problematic pages. By proactively managing content decay, you can maintain a valuable resource, improve SEO, and keep your content library organized.

Listen to the full episode of Google’s podcast below:

Featured Image: Stokkete/Shutterstock

Editor's P/S:

The article provides valuable insights into Google's recommendations for addressing content decay on websites. It emphasizes the importance of taking a proactive and context-specific approach to ensure that outdated content does not negatively impact user experience or website performance. By implementing strategies such as creating transitional explainer pages, updating existing content, and removing potentially harmful information, businesses can maintain the accuracy and relevance of their website content.

Regularly reviewing and auditing content is crucial to identify and address outdated materials. Establishing internal processes and automated reminders can streamline this process, ensuring that content stays up-to-date and meets Google's guidelines. By following these recommendations, businesses can improve the user experience, maintain trust and credibility, and enhance their website's search visibility and relevance.