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llms.txt GeneratorWhat is the right refresh cadence if citations decay this fast?
Usually, the cadence must be tighter than standard editorial calendars. With a median citation lifespan of 0 days and an average brand half-life of 31 days, quarterly reaction loops are too slow.
The key numbers.
- Median citation lifespan
- Most citations disappear immediately.
- 0 days
- Brand half-life
- Average time for brand presence to halve from peak.
- 31 days
- One-and-done citations
- Citations that appear once and vanish.
- 73.5%
Refresh strategies must align with observed decay rates and revisit patterns rather than arbitrary publishing schedules to maintain visibility.
The evidence.
| Measure | Result |
|---|---|
| Median citation lifespan Most citations disappear immediately. | 0 days |
| Brand half-life Average time for brand presence to halve from peak. | 31 days |
| One-and-done citations Citations that appear once and vanish. | 73.5% |
Population and method
Built from 857,138 reports, 108,650 citations, 10,991 brands, and 8 tracked models across a 10-month observation window.
Where the evidence stops
Decay describes observed persistence, not the full causal mechanism behind why a citation disappears.
Brand- and domain-level averages can hide very different retention patterns by query class or model.
Some of the stickiest or most volatile domains come from niche query pockets and should be read as examples, not universal leaders.
What to do with this
- Measure visibility as a moving system rather than a one-time citation snapshot.
- Refresh and monitor citation-driving pages based on actual model decay rates.
- Separate durable wins from temporary spikes to prevent overreacting to short-lived mentions.
Operators need to establish publishing and measurement rules based on actual decay data to avoid relying on outdated visibility metrics.
Questions about this answer.
Cite this answer.
Source study: Citation Decay“Usually, the cadence must be tighter than standard editorial calendars. With a median citation lifespan of 0 days and an average brand half-life of 31 days, quarterly reaction loops are too slow.”
Mack Grenfell · What is the right refresh cadence if citations decay this fast?
The Half-Life of AI Citations · Trakkr Research · Updated 30 March 2026
Apply the finding
A refresh schedule needs a matching observation schedule. Set a repeat share-of-voice measurement cadence before attributing movement to an edit.
For Google Search, schedule consistent AI Overview tracking on the same queries so the before-and-after comparison stays valid.