Faded

This label applies when a keyword or page's impressions fall more than 70% versus the prior window; this threshold is far above Losing's 30% mark, because a drop in impressions (not just clicks) signals disappearing from results entirely, not just a rank shift.

This label means your content's connection to its target keywords has been completely severed, and your digital asset is being lost entirely. When impressions collapse this hard alongside a click drop, it means Google no longer considers this page a credible reference for that topic — usually rooted in de-indexing, a fundamental shift in ranking algorithms, or losing competitive edge in the market. The result of this fade is a total waste of the investment made in producing that content, and a full handover of market share to competitors. This critical state directly warns product managers and SEO strategists that minor tweaks or title edits are no longer enough — the content needs a fundamental rebuild, a structural strategy change, or a full rewrite to re-enter the cycle of revenue and return on investment.