Durability
Also known as: Traffic durability, Asset durability
What a property still produces after publishing and promotion stop. The test that separates an asset from an activity.
Durability is measured by deliberately doing nothing: stop publishing, stop link building, stop campaigns, and look at what still arrives ninety days later. Whatever survives was built. Whatever disappears was rented.
It is the single most informative measurement available about a property, and almost nobody runs it, because it requires choosing to pause.
A pause long enough to measure durability has a real cost, and on a fast-moving subject it can cause damage that takes longer to recover than the test was worth. A reasonable substitute is watching pages that have not been touched in six months, which gives a partial read without stopping anything.