Introduction

Marketing companies and businesses are now optimising their websites for everything from AI Overviews through to organic search.

However, the bedrock, the foundation of helping any business to generate more sales, well, that all comes to writing and publishing excellent quality content marketing.

But how often should this work take place?

Should you be writing until you’re exhausted?

What if the competition has 1,000 posts? Do you need to match this number?

Well, this rather excellent article answers that question and even more.

 

Quantity never beats quality.

Google rolls out updates to its algorithm, so it seems that not a week passes by without a new update or a core update being rolled out.

Therefore, you would think that the rules of search engine optimisation are changing all the time?

However, well, they just are not.

Ever since the inception of Google, when Google used Google PageRank to rank pages, it was important to focus on quality content.

A lot of the best SEO minds in the business believe that Google still works the same way a lecturer at a university considers the strength of a dissertation.

Meaning that, well, how well written is the work?

Who are the sources?

Are the sources used of good quality?

How well researched is the piece?

And therefore, quality always beats quantity.

You could be writing content marketing daily, you could have a manager that’s set you a content calendar or some type of management tool, where they have filled it with content marketing that you need to write.

Therefore, imagine someone who has to write 20,000 words plus a week.

Is the work going to be original?

Is it going to be high quality?

This is the problem with hiring SEO agencies that have staff who are just flat-out writing content in a rush.

 

The work is likely to have the following issues:

Content thin

This means that the work is lacking any real experience or expertise in the company or business sector.

Quickly researched

Ranking higher in Google’s SERP’s is all about offering a better answer than the businesses that currently are ranked on page one.

Therefore, if you are just lifting the current information and “re-hashing” it into something new, then this work won’t be deemed by Google’s algorithm to be better.

Google EEAT score will be low.

If the content marketing is not well written, it’s clear that perhaps the copywriter doesn’t have a clue about that business, which means they will have no expertise or experience with those products or services.

This means that the Google EEAT score is likely to be very low indeed.

Deadlines replace quality

The really top UK marketing agencies don’t have to agree to building X amount of links per month or writing X amount of content marketing.

This they know and recognise is a flawed strategy.

It therefore takes the concept that “more is better”, which is false and flawed.

The reason is, you could be a “busy fool” writing endless blog posts, sitting at your MacBook Pro, and drinking copious amounts of tea and coffee; however, just writing content that’s content-thin.

 

Do you want to know why this work will be a total waste of time?

Well, it’s simple, the work might be rejected by Google, which means not be indexed.

This gets displayed in your Google Search Console account as “crawled but not indexed”.

Which basically means that Google’s index is already jam-packed with content marketing that answers that question.

It actually answers that question better than the work you have just written.

Therefore, the content marketing doesn’t get indexed; it’s rejected.

It’s 2026, and the bar is set very high.

What you have to remember is that in 2026, here in the United Kingdom, think about how many SEO agencies are writing content every week?

 

How long have they been doing this?

Therefore, how many articles have they published for your competitors?

Likely a lot, all answering the same questions that your business wants to rank on Google for.

Therefore, what you have to consider is, well, if you don’t want the work to be “crawled and not indexed”, how are you going to create better quality work?

 

How are you going to achieve the following:

– Publish work that has a higher Google EEAT score?
– That better answers the question
– That demonstrates that your business has superior knowledge of those products or services
– How are you going to answer similar questions
– How are you going to keep that page up to date?

Google’s Knowledge Graph, the semantic graph, and how Google knows if your writing is rubbish

Again, we have to remind you to think about your competitors, think about how many marketing agencies are employed by your competitors locally and nationally.

Then think about what they’re spending on their organic search engine optimisation and GEO.

Think about perhaps the millions of pounds of advertising that they have spent.

Therefore, how much are you spending? How long have you been spending this amount?

Will it allow the marketing team to write content marketing that’s superior to your competitors?

Is that work more in-depth?

 

Will it have a higher Google EEAT score?

Will it basically be better in every single way, so that you take the place of your competitors?

Sometimes this just doesn’t happen; the work is “content thin” because, as mentioned earlier, you’ve hired an agency on price.

Perhaps a member of staff who’s working from home, just left university, does not know your business or the business sector, and is writing 700 words of sheer, absolute rubbish to satisfy that they have done work on your account.

 

What happens?

The work is crawled by Googlebot, but is not indexed.

Google uses its Google Knowledge Graph and the semantic web to understand how well written that piece of work is, how well its been crafted, researched and written.
If it’s clear, it’s apparent that you’re an expert on that subject, well that work will rank higher.

 

How do you write content marketing?

We’ve covered in-depth now how not to write and publish content marketing.

Let’s now start with how to do it right, how to win.

 

Be passionate

You know, leading products and services, often they are market leaders because, well, they are passionate.

They want to tell the world about how good that product or service is.

They want to change the world, no matter how small that is.

Perhaps it’s producing better quality candles, made from natural ingredients, perhaps it’s being a solicitor’s practice, and simply being the best in your niche.

Perhaps it’s just that you are a business that makes really good quality items.

 

Be passionate

And make sure that this passion for manufacturing, for offering a service, comes across in your content marketing.

Be helpful. The Google Helpful Content Update.

If you have a website, let’s say your business has a WordPress website, you could have a really good opportunity to publish helpful advice.

Therefore, don’t just write endless blog posts, articles and evergreen content marketing to just try and get the business ranking higher on Google. This won’t work.

It’s a massively flawed strategy to just keep writing work for the sake of it.

Google actually released a really significant and important Google update, called the Google Helpful Content Update.

Basically, if the work was helpful, if it was useful to your shoppers, then these pages, because you have tried your best to help the customer, mean that you can rank higher on Google.

 

Therefore, here’s how you publish helpful content marketing:

– Address key questions that your customers ask
– Write the answer better than the competition
– Be as helpful as you can
– Write less, but what you do write, write quality
– Think about Google EEAT and make sure that this is reflected in your written work
– Keep the information up to date, so that a reader wouldn’t be taking advice from outdated pages

 

How we can help:

As part of our fixed-priced monthly SEO packages, we can take care of writing the content marketing for you. We will then set the work live, add the on-page SEO elements, such as internal links, H1-H6 tags and write the meta description.

We will then if we are granted access to your business’s Google Search Console account, we will then make sure that the work is indexed.

All the content marketing that our agency produces is top quality. We always keep in mind Google EEAT when we are writing our work. Plus, we are a marketing agency based in Cardiff that has in excess of 10 years of experience. Now what this means is we know how to create high quality content marketing.

We know how Google’s algorithm works, and we are the SEO experts here in Wales.

For a no obligation quotation, why not call us?