Declined Keywords are search terms or phrases that have experienced a noticeable drop in visibility, ranking, or traffic over a particular period. This decline may be the result of various factors, including changes in search engine algorithms, increased competition for those keywords, shifts in user intent or behaviour, chnages in content content relevance, etc.
When a keyword declines in performance, it often indicates that the associated web pages are no longer meeting the expectations of users or search engines. An exmaple of this is, if competitors optimise their content more effectively or if Google updates its algorithm to favour different types of content formats, like video over may reduced rankings for blue link search results on the SERP.
By identifying these terms early on businesses can implement strategies to recover lost visibility. This might involve refreshing existing content with updated information, improving on-page SEO elements such as meta tags and headings, enhancing user experience through faster loading times and mobile optimisation, or creating new relevant content altogether.
