Find pages that are quietly losing clicks before they turn into dead weight

Find pages that are quietly losing clicks before they turn into dead weight

Compare two 90-day windows in Search Console and sort pages by click drop, not by raw traffic. A page can keep impressions while losing clicks; that usually means rankings slipped, intent drifted, or the snippet stopped matching the query.

Look for pages that meet three signals:
— clicks down in the newer window
— impressions flat or up
— average position worse, or CTR lower than the older window

Then group them by cause: outdated info, thin overlap with another page, or a title/meta mismatch. If two URLs target the same query set, one should usually be refreshed and the other merged or redirected.

Do not treat every decline as a content problem. Check query-level data first. If the page still ranks for the right terms but lost clicks on one or two queries, the fix is often in the title, intro, or heading structure. If the query set changed, the page may no longer match search intent.

Use the 90-day comparison as a triage tool: refresh pages with stable intent, merge duplicates, and cut pages that no longer earn their spot.