How long does content keep attracting visitors, and what happens when a team updates a declining page? Original research released in 2026 puts numbers around both questions. Fractl tracked article traffic curves, RepublishAI compared updated and unchanged pages, Visionary reviewed reported refresh outcomes, and On-Page.ai tested whether published update dates reflected real changes.
This reference collects 41 content decay and refresh statistics from original studies and observed case studies. Some datasets follow pages over several years and include measurements from 2026; others were collected in 2026. I’ve included the measurement periods and respondent or page counts so each finding can be used in its own context.
Content decay statistics for 2026 at a glance
- 4 months: median time for the 719 articles in Fractl’s sample to reach peak monthly traffic.
- 76%: median traffic lost three months after the peak among Fractl articles with enough follow-up data.
- 7.96 positions: the ranking difference between substantially expanded and unchanged pages in RepublishAI’s study.
- 47.3%: median traffic lift reported across Visionary’s 18,400 refreshes.
- 46%: share of recently updated first-page results in On-Page.ai’s sample that changed only the date.
- 68.8%: organic-click growth reported across 20 education pages in an FTA Global refresh case study.
Original research behind these findings
| Original research or case study | Observation period | What was measured |
|---|---|---|
| Fractl’s 719-article content decay study | GA4 monthly page views, March 2024–June 2026 | 719 editorial articles across finance, energy and home security client portfolios |
| RepublishAI’s 14,987-URL content refresh study | Historical ranking windows measured in a March 2026 study | 6,819 updated URLs and 8,168 control URLs across 20 verticals |
| Visionary Marketing’s 2026 refresh analysis | 2026 analysis of pages across multiple publication ages | 18,400 refreshed pages across 240 client portfolios, as reported by the agency |
| On-Page.ai’s July 2026 freshness audit | July 2026 search snapshot and archived-page comparisons | 370 organic results across 50 queries and 10 verticals; 89 claimed a recent update |
| FTA Global’s Turito content refresh case study | December and January 29-day reporting periods discussed in a September 2026 case study | 20 existing education content URLs: 10 Blog and 10 Learn pages |
| SEORefresher’s 2026 beta refresh case studies | Case comparisons reported April 2026 | 10 selected beta-program page refreshes, with reported before-and-after performance |
How quickly published content peaks and loses traffic
1. Fractl’s 719 editorial articles reached peak monthly traffic after a median of four months
Across its tracked articles, Fractl measured four months from publication to peak monthly page views. The sample covered three client portfolios. Source: Fractl’s 719-article content decay study.
For a newly published resource, I would review early traffic alongside its search-query coverage, rather than scheduling a rewrite simply because the post turns four months old.
2. Fractl’s 719 articles took an average of 6.5 months to reach peak traffic
The mean time to peak was 6.5 months, longer than the four-month median. Source: Fractl’s 719-article content decay study.
That difference shows why an average can be pulled upward by articles taking much longer to peak. A team planning its first refresh should inspect its own traffic curve.
3. The typical Fractl article lost 76% of peak traffic within three post-peak months
Fractl reported a median 76% loss three months after the article’s traffic peak. The three-month calculation used 590 articles with enough follow-up data. Source: Fractl’s 719-article content decay study.
A fall in monthly page views is a reason to investigate query coverage, seasonality and search changes. The timing alone does not identify which cause applies.
4. Fractl’s 107 research and data articles peaked after a median of one month
The research-and-data subgroup contained 107 articles and recorded a one-month median time to peak. Source: Fractl’s 719-article content decay study.
Launch distribution may bring a research report substantial early attention. I’d keep evergreen finding pages and follow-up articles ready to sustain its relevance.
5. Fractl’s research articles lost 89% of peak traffic within three months
The 107-piece research-and-data category had the steepest three-month post-peak loss among the formats Fractl compared. Source: Fractl’s 719-article content decay study.
For a research publisher, updating the data, distributing individual charts and linking follow-up analysis can extend use beyond the initial release.
6. Fractl’s 309 how-to articles peaked after a median of five months
The how-to subgroup of 309 pieces reached its monthly traffic peak at a median of five months. Source: Fractl’s 719-article content decay study.
An implementation guide often needs time to become discoverable for specific tasks. Measure its use against the evergreen questions it answers.
7. Fractl’s how-to articles lost 61% of peak traffic over three post-peak months
How-to articles recorded a 61% median loss by the third month after their peak, a smaller decline than Fractl’s research and listicle groups. Source: Fractl’s 719-article content decay study.
For B2B SaaS, process instructions with accurate screenshots, permissions and integrations may justify regular maintenance.
8. Fractl’s 303 listicles lost 82% of peak traffic by the third post-peak month
Listicles peaked at a median of five months and lost 82% of peak traffic within the three months after that peak. Source: Fractl’s 719-article content decay study.
When vendor recommendations and plan limits change, a comparison list can become outdated quickly. Recheck its actual shortlist and evaluation criteria.
9. Fractl’s how-to articles retained about 30% of peak traffic one year later
A year after the peak, how-to pieces retained roughly 30% of their peak traffic, according to Fractl’s format-level curve. Source: Fractl’s 719-article content decay study.
The result supports maintaining procedural content that solves a repeatable task, including integration, account setup and troubleshooting guides.
10. Fractl’s research content retained under 10% of peak traffic after six months
Fractl’s research-and-data category fell below one-tenth of peak monthly traffic within six post-peak months. Source: Fractl’s 719-article content decay study.
A statistics page can remain useful as a reference even after its launch spike. Internal citations from related guides can help keep individual findings discoverable.
Content lifespan by article format
Fractl’s dataset gives a useful side-by-side comparison of editorial formats. Its reported three-month traffic losses are measured after each article’s own peak, among pages old enough to have that follow-up period.
| Article type | Articles tracked | Median months to peak | Traffic lost three months after peak |
|---|---|---|---|
| Research and data | 107 | 1 | 89% |
| How-to guides | 309 | 5 | 61% |
| Listicles | 303 | 5 | 82% |
Source: Fractl’s analysis of 719 pieces, March 2024–June 2026. For a SaaS content library, those different curves can inform maintenance plans for research launches, evergreen tutorials and product roundups.
What original 2026 research found about refreshing existing pages
11. RepublishAI compared ranking changes across 14,987 updated and unchanged URLs
The research examined 6,819 pages that had been updated and 8,168 controls, measuring position changes over roughly 76 days. Source: RepublishAI’s 14,987-URL content refresh study.
The comparison provides a way to distinguish work done to a page from normal movement in a set of unmodified pages.
12. Pages expanded by 31–100% gained 5.45 ranking positions in RepublishAI’s study
The subgroup receiving substantial new relevant material improved an average of 5.45 positions. Source: RepublishAI’s 14,987-URL content refresh study.
The useful part of expansion is the material added. For a SaaS comparison, that could be tested workflows, new product limits or buyer questions missing from the original.
13. Unchanged control pages lost 2.51 ranking positions on average in RepublishAI’s study
The control group declined an average of 2.51 positions over its measurement window. Source: RepublishAI’s 14,987-URL content refresh study.
A baseline matters. Without a comparison, a team might mistake a sitewide search change for the effect of one editorial revision.
14. Substantially expanded pages outperformed controls by 7.96 positions in RepublishAI’s analysis
The reported difference combined the expanded group’s 5.45-position improvement with the control group’s 2.51-position decline. The research reported p=0.026 for the subgroup comparison. Source: RepublishAI’s 14,987-URL content refresh study.
The finding is strongest as evidence for investigating meaningful content gaps. Word count alone offers no explanation for which missing information buyers needed.
15. The RepublishAI analysis included 20 content verticals in its 2026 URL comparison
The dataset covered 20 content categories, with both updated pages and unchanged controls. Source: RepublishAI’s 14,987-URL content refresh study.
A software company can use the result as a directional comparison, then evaluate its own refreshes against similar pages and queries.
How the share of decaying pages changes with publication age
16. Visionary recorded traffic decay in 12.4% of pages aged up to six months
In Visionary Marketing’s reported 18,400-page dataset, 12.4% of pages in the zero-to-six-month group were classified as decaying. The group’s median traffic loss was 4.2%. Source: Visionary Marketing’s 2026 refresh analysis.
A young page with low traffic may still be finding its audience. Inspect queries and indexing before deciding that it needs a rewrite.
17. Visionary recorded decay in 31.4% of pages aged six to twelve months
In the six-to-twelve-month group, 31.4% were categorized as decaying, with median traffic loss of 14.7%. Source: Visionary Marketing’s 2026 refresh analysis.
This is a reasonable checkpoint for validating older feature claims, search intent and the pages competing for the same query.
18. Visionary recorded decay in 54.2% of pages aged twelve to eighteen months
The agency’s twelve-to-eighteen-month cohort showed 54.2% of pages decaying and median traffic loss of 28.4%. Source: Visionary Marketing’s 2026 refresh analysis.
For an older SaaS comparison, I’d check whether any products, integrations or contract terms have changed since the last substantial review.
19. Visionary recorded decay in 67.4% of pages aged eighteen to twenty-four months
The eighteen-to-twenty-four-month group recorded 67.4% of pages decaying and median traffic loss of 41.2%. Source: Visionary Marketing’s 2026 refresh analysis.
The age group is a useful way to organize an audit backlog. Actual performance and buyer relevance should decide which URL receives work first.
20. Visionary recorded decay in 78.4% of pages aged twenty-four to thirty-six months
In the two-to-three-year group, Visionary reported 78.4% of pages decaying and median traffic loss of 54.7%. Source: Visionary Marketing’s 2026 refresh analysis.
A page this old can need more than a statistics update, especially if its original product category or user needs have shifted.
21. Visionary recorded decay in 84.1% of pages older than thirty-six months
The agency’s oldest cohort had an 84.1% decay rate and median traffic loss of 67.2%. Source: Visionary Marketing’s 2026 refresh analysis.
Review whether the page remains the best answer for the query, should be consolidated or needs a new product-led structure.
Refresh outcomes, methods and differences between sectors
22. Visionary reported a 47.3% median traffic lift across 18,400 refreshes
Its June 2026 study reported a median 47.3% traffic lift among the refreshed pages it analyzed across 240 client portfolios. Source: Visionary Marketing’s 2026 refresh analysis.
A median from agency-managed refreshes helps frame hypotheses; your own site’s before-and-after report should determine whether a particular update succeeded.
23. 47.4% of Visionary’s refreshed pages achieved traffic increases above 30%
The agency grouped 47.4% of its pages in the significant-lift category and reported an 84.2% median traffic increase within that group. Source: Visionary Marketing’s 2026 refresh analysis.
A portfolio dashboard can show what proportion of refreshes materially improved and which work those pages received.
24. 28.6% of Visionary’s refreshed pages gained between 10% and 30% traffic
The moderate-lift category accounted for 28.6% of pages, with a median increase of 18.7% inside the group. Source: Visionary Marketing’s 2026 refresh analysis.
Smaller positive changes may still matter for high-intent pages, particularly when they bring more qualified visitors.
25. 14.4% of Visionary’s refreshes saw traffic change within plus or minus 10%
Visionary categorized 14.4% of refreshes as marginal, with a median traffic change of 1.2%. Source: Visionary Marketing’s 2026 refresh analysis.
A refresh that barely moves search traffic can still resolve outdated product information. Measure the original editorial goal as well.
26. 9.6% of Visionary’s refreshed pages lost more than 10% of traffic
The declining group accounted for 9.6% of refreshed pages and saw a median traffic loss of 21.4%. Source: Visionary Marketing’s 2026 refresh analysis.
Track negative outcomes alongside successes. Check whether pages lost their original search intent or changed titles without adequate reason.
27. Visionary reported 58.4% median refresh traffic growth for its B2B SaaS cohort
Among the sectors in the study, B2B SaaS had a reported 58.4% median lift per refresh and a 32% twelve-month decay rate. Source: Visionary Marketing’s 2026 refresh analysis.
For SaaS teams, updates to product evidence, alternatives and implementation material deserve a place in the maintenance plan.
28. Visionary’s date-only republishing group recorded a 1.2% median traffic lift
Pages assigned to cosmetic date changes showed a 1.2% median lift in Visionary’s tactic comparison. Source: Visionary Marketing’s 2026 refresh analysis.
For editorial planning, I would spend the budget on missing information, changed product behavior and relevant user examples.
29. Visionary’s URL slug changes recorded a 3.4% median traffic decline
The agency reported a negative 3.4% median outcome for URL slug changes in its refresh tactic table. Source: Visionary Marketing’s 2026 refresh analysis.
Keeping a relevant established URL avoids unnecessary redirects and gives editors room to improve the article itself.
What Google’s 2026 first-page freshness audit found
30. 46% of recently updated first-page pages in On-Page.ai’s sample changed only their date
Of 89 results claiming an update within the previous year, On-Page.ai classified 46% as date-only changes after comparing archived versions. Source: On-Page.ai’s July 2026 freshness audit.
A visible date can help readers orient themselves, but the article still needs current facts and examples when the underlying subject changes.
31. 15% of those recently updated first-page pages had only cosmetic edits
The audit classified 15% of the 89 recently updated pages as having cosmetic changes rather than substantive new material. Source: On-Page.ai’s July 2026 freshness audit.
The question for a refresh brief is which information the reader needs corrected or expanded, rather than how much formatting changes.
32. 39% of the recently updated pages in On-Page.ai’s audit changed their substantive content
Thirty-nine percent of the 89 pages claiming a recent update were classified as genuinely updated. Source: On-Page.ai’s July 2026 freshness audit.
That gives a publisher a practical quality check: record which claims, examples, methods or results actually changed.
33. 40% of On-Page.ai’s 370 first-page results displayed a date in Google results
Across 370 organic results from 50 queries, the researchers found a date on the search result for about four in ten pages. Source: On-Page.ai’s July 2026 freshness audit.
Readers may see or miss the date before clicking; the page itself should make important version and fieldwork details easy to find.
34. 54% of On-Page.ai’s first-page pages had no material change in the preceding year
The analysis found that 54% of sampled first-page content had not changed substantively in at least a year. Source: On-Page.ai’s July 2026 freshness audit.
That is an audit lead for time-sensitive pages. An evergreen explanation can remain accurate for longer, so relevance matters more than page age alone.
35. 32% of On-Page.ai’s first-page pages had no material change in two years
In the same July 2026 sample, 32% showed no substantial changes over the preceding two years. Source: On-Page.ai’s July 2026 freshness audit.
Old and useful can coexist. Check whether the topic’s facts changed before choosing a refresh, consolidation or leave-alone decision.
36. On-Page.ai found AI Overview citation rates of 59% for date-bumped pages and 51% for substantive updates
The researchers reported those two citation rates and did not identify a statistically significant freshness effect in their sample. Source: On-Page.ai’s July 2026 freshness audit.
A date change provides weak evidence of editorial improvement. I’d prioritize verifiable product information and original evidence over trying to manufacture a freshness signal.
What measured refresh campaigns delivered to individual sites
37. FTA Global reported 68.8% more organic clicks across 20 refreshed Turito pages
The agency’s published case study compared 7,836 with 13,230 clicks across 20 education pages in two 29-day reporting windows. Source: FTA Global’s Turito content refresh case study.
A case study makes the operational question concrete: which pages changed, what work was done and how performance moved afterward.
38. FTA Global reported a 90.6% increase in impressions for the same Turito pages
Google Search impressions rose from 2,383,980 to 4,544,377 across the tracked pages in the reporting comparison. Source: FTA Global’s Turito content refresh case study.
When impressions grow faster than clicks, I’d inspect CTR and query mix as well as celebrate the wider search exposure.
39. All 20 tracked Turito URLs improved their average search position in FTA Global’s case study
FTA Global reported an average position improvement from roughly 8.97 to 7.06, with all 20 tracked URLs moving upward. Source: FTA Global’s Turito content refresh case study.
The page-level pattern matters because a portfolio total can hide winners and losers. Keep page-level before-and-after records.
40. SEORefresher’s B2B SaaS CRM comparison increased reported monthly traffic from 127 to 487
One of ten selected beta case studies reported a rise from 127 to 487 monthly organic visits after updating software recommendations, pricing and the page structure. Source: SEORefresher’s 2026 beta refresh case studies.
For a commercial comparison, the most credible refresh is the one that makes its evaluation and product evidence current.
41. SEORefresher’s marketing strategy article increased reported monthly traffic from 341 to 798
Another beta case study reported traffic growth from 341 to 798 monthly visits after adding coverage of newer content workflows, updating sources and improving links. Source: SEORefresher’s 2026 beta refresh case studies.
A strategy guide can lose relevance when new tools or buying behavior change the questions readers need answered.
How to audit content decay in your own B2B SaaS library
The studies show different outcomes because they follow different pages and time windows. To decide what to do with one article, start with its own search and commercial performance.
- Export the pages. Pull at least two comparable periods of Search Console clicks, impressions, average position and queries. For seasonal topics, compare the same season across years.
- Identify the affected search intent. Separate informational, integration, pricing, comparison and brand queries. Check which groups moved and whether the result pages changed.
- Check product truth. Inspect current features, screenshots, plans, claims, integrations and security requirements.
- Choose an action. Refresh the relevant page, consolidate overlapping pages, create a new asset for a distinct buyer task or leave the useful page alone.
- Keep the measurement. Record the original URL, what changed, when it changed and how the page performed afterward. Include qualified visits and sales usage where you have them.
A simple before-and-after calculation
Imagine an alternatives page receiving 300 clicks in one 28-day period and 210 in a later comparable period. Its click count fell by 30%. If impressions stay similar, inspect the queries, positions and search result layout before rewriting. If the page now describes obsolete product capabilities, assign an evidence-led refresh regardless of which metric first prompted the audit.
The figures in that example are illustrative. For a full decision framework, see Content Refresh vs New Content. My SaaS SEO Benchmarks 2026 provides background on sitewide versus query-specific measures. I also cover the implementation work in my content refresh services.
