Content Decay Finder

A free tool for founders and content leads asking which pages are quietly losing search clicks and which to refresh first. Paste a Google Search Console Pages export that compares two periods of the same length. The finder sorts every page into decaying, demand drop, snippet loss, rising or stable, ranks the refresh candidates by the clicks they lost, and lists page-one pages whose click-through rate is below your own site's median. It runs in your browser; nothing you paste is sent anywhere.

How it sorts the pages

It runs the engine of the AAJ content-decay agent skill, unchanged. A page is judged only with 20 or more clicks in one of the periods, and a move of 20% or more counts as a change.

• Decaying: clicks down 20% or more with impressions roughly flat. If the average position worsened by 1.0 or more, the page was outranked; otherwise the click is being lost at the result itself.
• Snippet loss: impressions up 20% or more while clicks fell 20% or more. The page shows more and is chosen less.
• Demand drop: clicks and impressions both down 20% or more. Fewer people searched, so check seasonality first.
• Rising and stable need nothing.

The refresh list is ordered by clicks lost, the earlier period minus the later one, because that is what a refresh can win back. For title and snippet tests, the engine takes your page-one pages with 500 or more impressions, works out your own median click-through rate for positions 1 to 3 and 4 to 10, and lists the pages below it with the clicks they would add at the median. No published click-through curve is used. These cut-offs are the engine's rules, not industry benchmarks.

What it can't see

• It compares two periods only, so it cannot see seasonality or a site move. Check the same period last year before acting on a demand drop.
• Position is an average across all of a page's queries. A new low-ranking query can worsen it while the main query held.
• The CTR median comes from the rows you paste. A filtered export skews it.

Why I built it

A content programme's total traffic can keep growing while its best old pages slide, and nobody looks because the total looks fine. I wanted a quick way to see the slide, page by page, in a site's own numbers and without borrowed benchmarks.

The same engine runs as an agent skill, content-decay. To read your queries by intent and topic, use the Search Console Query Reader. To brief the refresh, use the Content Brief Builder.

Run this in your agent

The free AAJ agent skill Content Decay does this job inside a coding agent, on your own data. Install it with npx skills add sarojkjha/aaj-marketing-skills --skill content-decay.

Using Claude or ChatGPT instead? Add the AAJ engines as a custom connector, with no install: https://aaj-engines-mcp.sarojkjha10.workers.dev/mcp