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SEO & content · USE CASE

Find content decay with Google Search Console.

Find pages losing clicks. Check what changed. Build a focused content review list with Search Console, GA4, and WordPress.

Search ConsoleGoogle AnalyticsWordPress
Try it with your data Free with up to 3 data sources · No credit card
EXAMPLE WEBSITE
/pricing/
800 → 560
Search clicks
Previous 28 days800
Current 28 days560
Impressions20000 → 21000
Last 28 days · compared with previous 28 days

The pricing page lost search traffic and demo requests. Review this money page first.

EXAMPLE CONVERSATION

Your question.
A useful answer.

✦ AI assistant
Search ConsoleGoogle AnalyticsWordPress
YOU

  1. 01
    /pricing/High priority

    Next

  2. 02
    /product/High priority

    Next

  3. 03
    /solutions/agencies/Review next

    Next

Last 28 days · compared with previous 28 days

01 · CONNECT YOUR DATA

Your tools. One place to ask.

3 of 3 Free data sources
No credit card · Daily refresh

Search ConsoleGoogle AnalyticsWordPress
DatapipeYour project
Your AI assistantor a report in Sheets / Data Studio
  1. Create your free workspace

    Sign up with your company email. Your first project opens on Data sources.

  2. Add the data sources

    Choose the accounts for this website. Authorize access and select the property or site.

  3. Bring your question

    Connect your project to a supported AI assistant, or build your source reports.

Create a free account →
Setup steps & what you need

Email/password signups confirm their email first. Use Google signup with a company account if you prefer.

Start with existing Search Console and GA4 properties collecting data for the same site. Need to install tracking? See Google’s WordPress setup guide.

  • Search Console: Authorize Search Console with Google and select the property you can access. Setup guide ↗
  • Google Analytics: Authorize Google Analytics and select the GA4 property for the same website. Setup guide ↗
  • WordPress: Enter your site URL, WordPress username, and a dedicated Application Password. Setup guide ↗

Free includes 3 data sources across the workspace. One account/property added to one project counts as one. Extra properties or the same account in another project use another slot.

02 · ASK A USEFUL QUESTION

Start with a prompt.
Follow the evidence.

Copy these in order into your connected assistant.
Each builds on the answer before it.

01

Find the pages that lost clicks

Read the full prompt
Use only this Datapipe project’s authorized data sources. Discover the connected accounts, datasets, and fields first. If the right account or required data is missing, ask me rather than substituting sample data. Show the actual dates, filters, coverage, and any partial results.

Using Google Search Console page-level data, compare the latest complete 28 days with the preceding 28 days. Show page URL, clicks in both periods, absolute and percentage click change, impressions in both periods, and average position in each period. Start with pages that previously had at least 100 clicks and lost at least 15%; those are my audit thresholds. Sort by absolute click loss. Preserve unmatched URLs and flag reporting coverage limits. Do not diagnose content decay from this comparison alone.
02

Investigate whether the decline is really decay

Read the full prompt
For the top declining pages, inspect their page-specific Search Console queries and compare the same season last year or a longer trend if available. Add GA4 organic landing-page engagement and current WordPress title, content, status, and modified date. Separate evidence for ranking/intent changes from seasonality, demand, tracking, and indexing questions. State which checks cannot be completed with the connected data.
03

Build a refresh and pruning-review shortlist

Read the full prompt
Using that investigation, propose a page-by-page review list: keep/monitor, refresh, investigate consolidation, or review for removal. For each, cite the observed data, business value, query intent, and missing checks. Low search traffic alone is insufficient for removal. If conversion, backlink, internal-link, canonical, redirect, or seasonal evidence is missing, mark the decision as needing review. Do not edit, merge, redirect, unpublish, or delete anything.
Need to connect your assistant?Claude guide ↗ChatGPT guide ↗

03 · USE WHAT YOU FIND

Choose the right next step.

Keep / monitor

The page still serves users, converts, supports customers, or has a seasonal purpose. A short-term drop alone does not outweigh that value.

Refresh

Page/query evidence suggests the topic is relevant but the content needs improvement. Check the actual content and search intent first.

Investigate consolidation

You have verified overlapping intent or duplicated content, and can review links, canonicals, and a destination strategy.

Review for removal

The page may no longer serve a useful purpose. Check business value, links, indexation, and any redirect implications before deciding.

Check the result at your next review.

Record the review decision and any later change date. Repeat the comparison on complete windows and inspect longer or seasonal trends where available. A before/after movement alone does not establish that a refresh caused the result.

Implementation tips for this use case

Assign the investigation before assigning a rewrite. Verify search intent, page content, indexation questions, business purpose, and links. For potential consolidation or removal, involve the person responsible for the site and its redirect/canonical strategy. This workflow performs no deletion or redirect.

WHEN YOU NEED MORE CONTEXT

Go a little deeper.

The method and reporting checks
behind this example.

How to identify and investigate content decay

  1. Choose a fair comparison.

    Use equal complete periods and the same Search Console property, search type, and filters. Compare with the previous period, then check a longer history or the same season last year where available. A seasonal decline is not automatically content decay.

  2. Find the pages losing meaningful traffic.

    Compare page-level clicks and impressions. Sort by absolute click loss alongside percentage change, so a tiny page does not dominate the audit. Show URLs missing from one response as unmatched, not automatically zero.

  3. Separate symptoms before deciding on a fix.

    For each candidate, inspect page-specific queries, CTR, and average position. Check whether the pattern is widespread or page-specific. Technical/indexing issues, demand changes, query mix, and content relevance need different responses.

  4. Check whether the page still matters.

    Use GA4 landing-page engagement and any configured business events, plus the existing WordPress content. A modified date is context, not a quality score. Check links, business purpose, canonical status, and seasonal value before considering consolidation or removal.

  5. Produce an editorial review list.

    Classify candidates as keep/monitor, refresh, investigate consolidation, or review for removal. Include evidence, missing checks, and the next owner. This workflow does not delete, redirect, or publish pages.

Data method, reporting checks & sources

Compare Search Console page aggregates from two non-overlapping 28-day windows. Use GA4 landing-page context and WordPress content metadata as separate inputs. If combining rows in Sheets or Data Studio, match URLs and compatible date windows deliberately.

A traffic drop is a symptom, not a diagnosis. Seasonality, query mix, indexation, business value, and links can change the decision. Low search traffic alone does not justify deleting or consolidating a page.

  • Both windows have comparable dates, search types, filters, and response coverage.
  • The analysis distinguishes a decline from a diagnosis and checks seasonality where possible.
  • A removal or consolidation candidate has a human review step and explicit missing evidence.
  • Search Console access and comparable periods with sufficient coverage.
  • GA4 and WordPress access for engagement and current content context.
  • Additional business, link, canonical, and seasonal evidence before any pruning decision.

For blended reports, align dates, normalized URLs, and reporting grain. Query-level search rows must not duplicate page-level sessions. This is an illustrative workflow; live accounts and destinations need their own setup.

Google’s guidance for investigating search traffic drops ↗Search Console: investigating affected pages and periods ↗Report starting points ↗

A FEW USEFUL ANSWERS

Before you start.

How do I distinguish content decay from seasonality?

Compare the same season last year or a longer trend where data is available, and inspect the affected pages and queries. If demand falls at the same time each year, a recent decline may not be content decay. Check technical or indexing questions separately.

Should I prune every page with no search clicks?

No. A page may serve customers, convert through another channel, carry useful links, or have a seasonal role. Missing rows are not automatically zero traffic. Evaluate business purpose, content, links, canonical/redirect context, and adequate reporting coverage before making a removal decision.

YOUR NEXT STEP

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