Why More Content Isn’t Always Better For SEO And Your Business

In digital marketing, it’s easy to fall into the trap of thinking that more content equals better results.

You’ve probably heard of the phrase “content is king” – so more content must mean more organic traffic, more engagement, and more revenue, right? Not quite.

In fact, that’s a very dangerous assumption which can lead to wasted resources, poor user experiences, negative SEO and business impacts.

Content Is King – Or Is It Really?

A recent Ahrefs study of over 14 billion pages revealed that more than 96% of all pages receive zero organic traffic from Google. This suggests that Google believes most web content doesn’t deserve high rankings, highlighting how hard it is to create content that truly performs.

This is a growing challenge with the rise of AI tools like ChatGPT which enable mass content production. While these tools can accelerate content creation, they also flood the web with low-quality material. Much of this AI-generated content lacks the originality, depth, and expertise needed to stand out in Google’s increasingly competitive search landscape.

Quality Over Quantity When It Comes To Content

In the March 2024 core update, Google strengthened its algorithms to suppress low-quality, unoriginal content in search rankings. The update specifically targeted sites that exploited AI to mass-produce large volumes of low-value content in an attempt to boost rankings. As a result, many websites relying on AI-driven content saw their performance plummet, and for some, this penalty may mean they never recover their previous levels of organic traffic and revenue.

This proves that when it comes to SEO, quality content is key.

What Is Considered Quality Content?

But what exactly defines quality content? A good starting point is Google’s E-E-A-T guidelines, which stand for Experience, Expertise, Authoritativeness, and Trust.

Experience

• Google values content that reflects real-world experience. This means that content should come from creators who have direct knowledge or firsthand experience with the subject matter.

Expertise

• Content that shows a high level of expertise on the topic is considered more important and helpful. After all, would you trust SEO advice from a skilled SEO professional or from a car mechanic? Expertise is also especially crucial in niches like health, finance, or legal matters, where incorrect information can have serious consequences.

Authoritativeness

• The degree in which the website/brand is known as the best or one of the best sources on the topic.

Trust

• The degree in which a page is accurate, honest, safe, and reliable. 

These E-E-A-T principles are part of Google’s Search Quality Rating Guidelines, which help evaluate how well their ranking algorithms work. While they may not directly influence rankings, the principles align with what Google values in high-quality content. Adhering to these guidelines is not only best practice but also effective in improving organic performance.

Helpful, Reliable Content

Following on from E-E-A-T guidelines, quality content comes down to it being helpful and reliable, and satisfying search intent. We recommend reading Google’s full guide on what is helpful and reliable content, but here are a few key pointers you should use to guide your content efforts:

• Provide original information, reporting, research, or analysis
• Provide a substantial, complete, or comprehensive description of the topic
• Provide insightful analysis or interesting information that is beyond the obvious

What Happens If You Have Lots Of Poor Quality Content?

Now that we’ve uncovered what Google values as quality content, what happens if you have lots of low-quality content on your website?

Let’s say you hate having pineapple on pizza, but you’ve been served a pizza that has 80% of it covered in pineapples – you probably won’t enjoy the whole thing, right? It’s the same with how Google views your website. If your site has 100 pages, but 80 of them are low-quality, unhelpful, and unnecessary, Google is likely to have a poor impression of your site as a whole.

This was emphasised in Google’s Helpful Content Updates, most recently in September 2023. Google made it clear that large volumes of low-quality content can impact your entire site’s organic performance, not just the low-quality pages. Even your high-quality pages can be dragged down if your site is cluttered with irrelevant or unhelpful material, which can decrease your organic revenue. 

While the Helpful Content classifier is now integrated into Google’s core ranking systems, the same principle rings true – a site packed with low-value content will struggle to achieve strong search visibility.

Your Approach To Content For Long-Term SEO Success

Focusing on quantity over quality can lead to significant consequences, including penalties that severely reduce your site’s organic traffic and revenue – sometimes irreversibly. Beyond these penalties, the cost of creating, publishing, and later removing low-quality content results in wasted time, money, and effort.

This is why it’s crucial to prioritise quality over quantity from the start. By producing well-researched, valuable content, you’ll not only boost your site’s organic traffic and revenue over time but also strengthen your authority, improve user trust, and build a more resilient brand in the long run.

Achieving long-term SEO success is all about focusing on quality and consistency. By building a strong foundation of high-value content, you’re investing in sustainable growth, improved rankings, and a loyal audience. If you’re wondering how your current content stacks up or if it’s time for a strategic refresh, a professional content audit can help uncover valuable insights and clear, actionable next steps. Reach out to explore how refining your content can put you on the path to lasting SEO performance.