Content at scale is a weaker SEO strategy than it used to be. Fewer, stronger pages are often a better investment.
There was a time when adding more content to a website was a perfectly sensible SEO strategy. Find more keywords and write more pages. For years, that worked well enough. But now, most worthwhile search topics are crowded with established pages on strong domains. That makes volume a much weaker argument than it used to be.
A business might hire someone to produce dozens or hundreds of articles, each based on a keyword variation. This can look productive. In reality, it may be creating a maintenance problem. Every page has to be kept accurate, monitored, updated, redirected, consolidated or removed. There’s also the problem of crawl attention from the search engines. If a site fills up with thin, similar or low-value pages, important pages can be crawled less efficiently. And we haven’t even started on Ai search. Informational content is exactly the type that appears in answers but does not send clicks.
The better approach is to make fewer, stronger pages. Improve the pages that already have impressions. Consolidate pages that overlap. Add useful sections where real search data shows uncertainty. Build pieces around experience and perspective that competitors cannot easily copy.
Outside help can still be worthwhile, but the brief should not be “add 50 articles for us”. It should be “help us identify and improve what deserves to exist”.