Key Takeaways:
Understand what content decay is and how it relates to generative search.
Learn five ways to refresh your content to improve GEO.
If your website traffic isn’t what it used to be, you might be dealing with content decay—and it’s more common than you think. Content decay happens when blog posts, product pages, or guides that once performed well gradually lose visibility and engagement.
In the past, that mainly meant slipping down Google’s rankings. But today, with Generative Engine Optimization (GEO) shaping how search works, it also means your pages may be overlooked by AI-driven search tools like ChatGPT, Gemini, or Copilot.
The encouraging part? Refreshing outdated content can help you show up more often, and more accurately, in those AI-generated answers.
You really want your site’s GEO to be on its A-game if your target audience slants younger. Per Salesforce, 70% of Gen Z reports that they use generative AI and that number is likely to increase in the days ahead as the technology continues to evolve and consumers’ trust in it grows.
“When your content is outdated, poorly structured, or technically hard to process, AI models are more likely to skip it.”
Technology Therapy® Group
Understanding the Connection Between Content Decay and GEO
Generative engines don’t “rank” content the way Google’s algorithm does. Instead, they pull information from across the web to create responses.
When your content is outdated, poorly structured, or technically hard to process, AI models are more likely to skip it. To be included in these answers, your content needs two things: strong context and solid technical setup. A well-written but outdated article can still underperform if the site is slow, missing schema markup, or hard to navigate.
That’s why fixing content decay isn’t just about polishing up old text. It’s about improving how your site communicates with both readers and AI systems.
5 Ways to Refresh Your Content and Boost GEO
1. Audit and Identify Content Decay
Start by running a content audit. Tools like Google Search Console can show which pages have:
- Declining traffic or impressions
- Lower keyword rankings
- High bounce rates or short time-on-page
For retailers, that might include older holiday gift guides, outdated style tips, or product collections that no longer see steady traffic. Once you know what’s slipping, choose which pages to refresh first. If you’re not sure where to start, pick a page that still attracts visitors but could perform better with updates.
2. Update for Relevance and Depth
Generative engines favor content that’s up-to-date, accurate, and detailed. When revising older pages:
- Revisit the Purpose
Does the page still answer your audience’s current questions? - Add Fresh Context
Update examples, recommendations, or product highlights to reflect current trends. - Replace Old Data
Update statistics, links, and sources so they reflect today’s landscape. - Tighten Your Copy
Clear, natural language improves both user experience and AI readability.
Retailers should especially look at product descriptions and gift guides. A refreshed collection or updated shopping guide can feel brand new to customers, and signal to generative search engines that your content remains relevant.
“Even the best content won’t perform if the site behind it isn’t technically solid. Just as traditional SEO depends on site health, GEO relies on clean architecture and strong signals that help AI understand your content.”
Technology Therapy® Group
3. Strengthen Your Technical Foundation
Even the best content won’t perform if the site behind it isn’t technically solid. Just as traditional SEO depends on site health, GEO relies on clean architecture and strong signals that help AI understand your content. Make sure your site is:
- Fast and Functional
Check for broken links and slow-loading pages. - Properly Structured
Use heading tags (H1, H2, etc.) and schema markup for products, reviews, and FAQs. - Mobile-Friendly
With mobile-first indexing, responsive design is non-negotiable. - Well-Linked Internally
Connect related content so AI tools can follow topic relationships across your site.
If your site layout is cluttered or inconsistent, generative engines may struggle to connect related topics. This, in turn, limits your visibility in AI-powered search results.
4. Optimize for Generative Search Behavior
Once your content and site foundation are in good shape, you can refine them for how generative engines process information:
- Use Clear, Question-Based Headings
Phrases like “How to” and “What is” make your content easier for AI to recognize as useful answers. - Include Brief Summaries or Takeaways
Short, focused conclusions give AI models strong signals about your main points. - Implement Structured Data
Schema markup helps define context, whether it’s a product, guide, or event. - Show Credibility
Include author bios, brand stories, and customer testimonials to help AI understand your authority and reliability.
These refinements help generative tools view your content as trustworthy, well-organized, and valuable to users searching for retail insights or products.
5. Keep Monitoring and Refining
GEO isn’t a set-it-and-forget-it process. Once you’ve refreshed your pages, watch how they perform.
Track traffic, time on page, and conversions, noting which types of updates drive results. Those insights will show you what resonates with both human readers and AI systems, guiding your next round of improvements.
Refreshing content regularly keeps your website aligned with customer interests and search behavior. And that’s something generative engines value highly.
A Refreshed Site Builds Lasting Search Power
Refreshing older content is essential to stay relevant in a constantly shifting search landscape. When your site runs smoothly and your content stays fresh, you make it easier for both customers and search technologies to find and trust your brand—today and in the future.
Is Your Site Set Up Technically Correct?
Strong technical structure is a must-have. It’s what helps generative engines understand and surface your content. Our Interactive Website Audit Program shows you what’s working, what’s not, and how to boost your visibility across modern search tools.
