With AI content running rampant, anyone running a content strategy needs to ask themselves an important question: Do I need more content or should I improve my current content? Most of the sites I audit have a very clear answer: Improve your existing content. Make a spreadsheet of all your content (you should be doing this from the start, but if not, your sitemap is a good place to grab all your URLs). In this sheet, at a bare minimum, you should mark the purpose of the content (not all is for SEO), the target keyword, and the current rank. I call this sheet my “Holy Grail” since it holds a lot of truths. Now filter down to all of your content made for SEO purposes. What percentage of those are in the top 3? Top 10? You want 80%+ of your SEO content in the top 3 positions. If it’s less than 80%, you need to improve your existing content. This isn’t a hard and fast rule. But an indicator or how well you’ve done keyword research and the quality of the content. If you have think the quality is A+ and you’re still not ranking, it’s probably an EEAT issue — but can also point back to a keyword research issue.

Honest SEO article is honest.