Content Decay: What is it, and Does it Really Matter?

In a recent Search off the Record podcast, Google went into detail on its own take on the rather sketchy topic of content decay. A concept with no formal definition, most SEOs and webmasters have their unique ideas as to what content decay really means.

Hosted by John Mueller and Lizzi Sassman, the chat looked at how and why content decay occurs, and whether it’s something more SEOs should be taking seriously.

 

Mr Mueller's take on the issue underlined just how open to interpretation the whole thing is:

“Content decay is something where, when you look at reference material, it’s kind of by definition old. People wrote about it because they’d studied it for a really long time. So it’s an old thing. But that doesn’t mean it’s no longer true or no longer useful.”

He also made it clear that it wasn’t something he was totally familiar with himself:

“When I looked at it, it sounded like this was a known term, and I felt inadequate when I realized I had no idea what it actually meant, and I had to interpret what it probably means from the name.”

His sentiments were echoed by Sassman, who likewise gave the impression it wasn’t a concept she’d come across:

“It sounded a little bit negative. Like something’s probably wrong with the content. Probably it’s rotting or something has happened to it over time.”

But what was interesting was how during the discussion that followed – centred mainly on how to handle the issue – the pair made it clear that content decay in its own right isn't necessarily negative.

Avoiding Confusion and Misinformation

For example, you’d expect that blog posts talking about upcoming events that have long since come and gone would qualify as content decay. The content no longer serves a practical purpose and is therefore devoid of value.

However according to Sassman, this kind of content should be retained and does indeed still hold value for its historical accuracy. If someone was looking for information about such a past event, the post would be a practical source.

Digging deeper, Mr Mueller said that what matters most is ensuring you don’t confuse or mislead people. If a piece of content is subsequently deemed to be inaccurate based on future findings or developments, it becomes necessary to ensure this is highlighted.

Though contrary to popular belief, this doesn't necessarily mean erasing it, or even repurposing it. It could simply mean adding an explanation to inform the reader of the inaccuracies and irrelevancies, clearly showing the date the content was originally published, or redirecting users to more current and accurate information.

Only when outdated information could be considered potentially harmful does Google recommend removing it entirely. Otherwise, a nuanced approach to dealing with content decay can help you maintain trust and integrity, improve the user experience, and even make a positive contribution to your wider SEO efforts.

Social Media Marketing vs. Influencer Marketing: Choosing the Right Strategy for Your Business

 

Social media marketing (SMM) and influencer marketing (IM) are two very different but equally effective strategies. Deciding which of the two is right for your business begins with understanding the objectives, functions, benefits and potential drawbacks of both.

 

Social Media Marketing (SMM)

Objectives:

Social media marketing revolves around leveraging social media platforms to achieve various objectives, which include increasing brand awareness, driving website traffic and engaging with the target audience. SMM is an excellent tool for building a community around your brand and fostering customer loyalty.

Benefits:

1. Broad Reach: SMM allows you to reach a wide audience. Social media platforms have billions of active users, making it easier to connect with potential customers.

2. Cost-Effective: Compared to traditional advertising methods, SMM can be relatively cost-effective. You can choose to run paid ads or create organic content, giving you flexibility to fit your budget.

3. Engagement: Interacting with your audience through social media allows for real-time engagement. You can respond to comments, answer questions and build a stronger brand-customer relationship.

Drawbacks:

1. Time-Consuming: Managing social media accounts and creating engaging content can put a major drain on your resources.

2. Competition: Due to the popularity of SMM, there's intense competition for audience attention. Standing out from the crowd can be challenging.

Influencer Marketing (IM)

Objectives:

Influencer Marketing involves partnering with individuals who have a significant and engaged following on social media. The primary goal is to leverage their influence to promote your brand or products. IM is particularly effective for reaching niche audiences and building trust through a credible source.

Benefits:

1. Trust and Authenticity: When an influencer promotes your product or service, it can feel like a personal recommendation.

2. Targeted Audience: You can choose influencers whose followers align with your target audience, ensuring your message reaches the right people.

3. Content Creation: Influencers often create high-quality, engaging content that showcases your products or services in a unique way, saving you time and effort.

Drawbacks:

1. Cost: Collaborating with influencers can be expensive, particularly if you're working with well-known influencers with large followings.

2. Lack of Control: Once you hand over the reins to an influencer, you have limited control over how they present your brand.

Choosing the Right Strategy

Now that we've explored the core aspects of both SMM and IM, how do you determine which one is right for your business, or if a combination is ideal?

1. Know Your Goals: If you aim to build brand awareness and engage with a broad audience, SMM might be your go-to strategy. If you're targeting a specific niche and aiming for authentic endorsements, IM could be more effective.

2. Budget Considerations: Evaluate your budget. SMM can be cost-effective if managed well, whereas IM often requires a significant investment.

3. Audience Analysis: Understand your target audience. If they are highly active on social media and follow influencers within your niche, IM might be the way to go. However, if your audience is diverse and scattered across various demographics, SMM can help you reach a broader spectrum.

4. Content Needs: Consider your content creation capabilities. If you struggle with producing engaging content, collaborating with influencers can alleviate that burden. On the other hand, if you have a creative team in place, SMM allows you to have more control over your content.

5. Risk Tolerance: Assess your risk tolerance. IM involves entrusting your brand image to influencers, which can be risky. If you prefer to maintain greater control over your messaging, SMM might be a safer choice.

10 Ways to Get Ahead on Your 2024 SEO Game, Right Now

SEO remains the cornerstone of effective online marketing, as it has been for some time. But while the core fundamentals of SEO have proven consistent, each year brings new trends and shifts into play.

 

Anticipating the SEO trends that will shape 2024, it is mostly a case of continuation of what we’re seeing right now. Hence, for anyone looking to get ahead on their 2024 SEO game, these are the 10 most crucial SEO trends/activities for the foreseeable future:

1. Core Web Vitals and Page Experience Signals

Google's continued emphasis on user experience means that Core Web Vitals and Page Experience Signals will remain critical in 2024. These metrics gauge how users perceive the speed, responsiveness and visual stability of your web pages. A fast-loading, smooth and mobile-friendly website is not only appreciated by users but also rewarded by search engines.

What to do: Audit your website's performance, focusing on metrics like Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS). Identify and fix issues that hinder page experience. Prioritise mobile optimisation, as Google predominantly uses mobile-first indexing.

2. Voice Search Optimisation

Voice search is on the rise, thanks to the proliferation of smart devices and virtual assistants. Optimising your content for voice search is a trend that's here to stay. Users are asking questions conversationally, so your content should provide concise and relevant answers.

What to do: Create content that answers common voice search queries. Use natural language and long-tail keywords. Structured data markup can also enhance your content's visibility in voice search results.

3. Video SEO

Video content continues to gain popularity across all platforms, including YouTube. As a UK business, utilising video can be a powerful way to engage your audience. Optimising your videos for SEO can boost your visibility in both search engine and video platform results.

What to do: Focus on creating high-quality, engaging video content that resonates with your audience. Use keyword-rich titles, descriptions and tags. Pay attention to video thumbnails and encourage user interaction through comments and shares.

4. E-A-T (Expertise, Authoritativeness, Trustworthiness)

Google's emphasis on E-A-T is not fading away. It's essential for your website to demonstrate expertise, authoritativeness and trustworthiness, especially in areas related to health, finance and news.

What to do: Showcase your credentials and expertise on your website. Provide accurate and well-researched information. Earn high-quality backlinks from reputable sources to bolster your site's authority.

5. Local SEO

For UK businesses, local SEO remains a top priority. With more users searching for nearby products and services, optimising for local search is a proven way to increase visibility and attract local customers.

What to do: Claim and optimise your Google My Business listing. Consistently update your NAP (Name, Address, Phone Number) information across all online platforms. Encourage customer reviews and respond to them promptly.

6. Content Quality and Relevance

In 2024, content will continue to be king. However, the focus will shift towards content quality and relevance rather than quantity. Users expect content that genuinely addresses their needs and concerns.

What to do: Conduct thorough keyword research to identify the topics your audience is interested in. Create in-depth, well-researched content that provides real value. Keep your content up-to-date and regularly refresh older posts to maintain relevance.

7. AI and Machine Learning

Artificial Intelligence and Machine Learning are becoming increasingly integrated into search algorithms. Google's algorithms are continually evolving to understand user intent better.

What to do: Stay informed about AI-driven tools and technologies that can assist in keyword research, content optimisation and data analysis. Use AI to understand user behaviour and preferences, allowing you to tailor your content and marketing strategies accordingly.

8. Privacy and Data Security

With the world’s collective privacy concerns at an all-times high, user data protection is vital. Search engines are, unsurprisingly, prioritising websites that prioritise user data security.

What to do: Ensure your website complies with GDPR and other data protection regulations. Use secure protocols (HTTPS) and communicate your commitment to data security through clear privacy policies.

9. Mobile-First Approach

Mobile users are a significant part of your audience and this trend will only grow. Optimising your website for mobile devices is no longer optional.

What to do: Implement responsive design, ensuring your site looks and functions seamlessly on mobile devices. Test your website's mobile performance regularly to identify and fix issues promptly.

10. User Intent and Semantics

Understanding user intent and semantics is becoming more critical than ever. Search engines aim to provide results that match user intent accurately, and they’re getting better at it all the time.

What to do: Invest in keyword research tools that help you uncover user intent and semantics related to your niche. Craft content that aligns with the user's search intent, providing valuable information and answers – not the kind of generic copy they can easily access elsewhere.

Google Takes Aim at AI-Generated Reviews

In a recent announcement via its Merchant Centre, Google has made it clear: they're tightening their grip on AI-generated content. In this instance, by targeting reviews produced by artificial intelligence.

Under the newly introduced section in Google's Product Ratings policies named "Automated Content," a statement reads, "We don't allow reviews that are primarily generated by an automated program or artificial intelligence application. If you have identified such content, it should be marked as spam in your feed using the <is_spam> attribute."

While this move emphasises the importance of authentic user-generated content, it also places a new responsibility on businesses and website owners to identify and flag AI-generated reviews.

The catch? Google doesn't provide explicit guidelines on detecting AI-generated content. This lack of clarity is significant, considering that even the most advanced AI content detectors have their limitations.

Understanding the Challenge

Identifying AI-generated content can be tricky because AI algorithms are becoming increasingly capable of mimicking human language and behaviour. They can instantly create reviews that look and sound genuine at first glance.

Google's decision to place the responsibility on website owners stems from the fact that AI-generated content can distort consumers' perceptions and trust in reviews, ultimately impacting purchasing decisions.

The Challenge for Website Owners

The absence of specific guidelines from Google means that website owners must rely on their judgment to spot AI-generated reviews.

While there's no foolproof method, certain indicators can help you separate the genuine from the artificial:

1. Check for Overly Positive or Negative Language: AI-generated reviews often exaggerate emotions. Look for extreme positivity or negativity that seems out of place. Genuine reviews tend to be more balanced.

2. Language Quality: AI-generated content may contain subtle grammar errors or unnatural phrasing. Pay attention to the overall language quality of the review.

3. Inconsistent Reviewer Profiles: If a reviewer has a suspiciously high number of reviews or if their profile is incomplete, it might be a red flag. Genuine reviewers typically have a more varied history.

4. Duplicate Content: AI-generated reviews may appear across different products or websites with minor variations. Perform a quick search to see if the same review appears elsewhere.

5. Review Timing: AI-generated reviews might be posted in quick succession or during non-peak hours when real users are less active. Look for unusual posting patterns.

6. Review Length and Detail: Genuine reviews often provide specific details about the product or service. Beware of overly brief, vague, or overly detailed reviews that don't seem natural.

7. Inconsistent Reviewer Behaviour: Watch for reviews that contradict a reviewer's previous sentiments or those that seem disconnected from their previous reviewing history.

8. Engage with Reviewers: Responding to reviews can help you gauge their authenticity. AI-generated reviewers are unlikely to engage in meaningful conversations.

Google's move to clamp down on AI-generated reviews reflects the world’s collective concerns about the authenticity and reliability of online content. Fake reviews are the firing line today, but it is entirely likely that a more extensive policy covering other types of AI-generated content will follow in the not-too-distant future.