High-Authority Content Beats Mass Publishing For SEO

Quality vs. Quantity: What Actually Sustains SEO Traffic

Sept 23, 2025 — Publishing fewer, higher-authority pieces is more likely to drive durable search traffic than pushing out large volumes of posts, according to guidance shared by Search Engine Journal contributor Adam Riemer. Riemer argues that sustainable growth comes from pages that deliver clear solutions and a good user experience, not from multiplying near-duplicate articles around similar keywords.

Riemer responded to a reader question about whether to prioritize volume or evergreen authority. His view: high-authority content wins for long-term performance; high-volume output fits only short-term, “churn-and-burn” strategies.

Shift From Keywords To Page Experience

Google’s systems increasingly evaluate the relationships between words, headings, surrounding context and code structures such as schema, rather than simple keyword matches. Updates like BERT and MUM reinforced that trend by better understanding meaning and intent on a page.

That evolution has reduced the effectiveness of tactics built on mass page creation for narrowly targeted phrases, from early “article spinning” software to programmatic list pages populated from product feeds. Google’s quality systems, including the Panda era and subsequent core updates, devalue thin or duplicative content and sites that publish it at scale.

The AI Content Speed Trap

Generative AI tools can produce unique-looking text quickly, which can deliver short-term gains. But, Riemer notes, sites relying on mass AI posts often see traffic fade once quality systems re-evaluate the content. The pattern mirrors earlier waves of spun articles and feed-driven pages.

One Page, One Solution — Not One Keyword

Rather than creating separate pages for every closely related query, Riemer recommends building a single page that fully answers a user’s problem. That approach can surface for multiple variations, including “fan-out” query experiences that resemble an automated “People Also Ask.” Creating a different page (or tacking on excessive FAQs) for each micro-variation is a poor user experience and risks over-optimization.

Mix Evergreen With Timely Coverage

High-authority articles that teach, solve a problem or provide trusted reference value earn links and repeat visits over time. Not every post must be evergreen, however. Time-sensitive coverage, such as fashion seasons or product releases, can be useful in the moment and later serve as a historical reference if archived well.

When evergreen pieces soften, Riemer suggests measured updates:

1. Answer new customer questions that have emerged.
2. Add revised product features, examples or visuals.
3. Reflect new rules or standards so information stays accurate.
4. Trim sections that don’t serve the core intent.
5. Label or retire content that is no longer relevant.

Focus Beats Volume

Sites that publish on many unrelated topics risk eroding trust and topical authority. Clusters of look-alike posts targeting near-synonym keywords also create confusion for users, and for search engines,  about which page actually solves the problem.

For publishers seeking reliable, long-term revenue, the priority is clear: concentrate on high-authority pages that deliver value and a strong user experience. High-volume tactics may drive quick clicks, but they rarely compound.

Reporting based on “Ask an SEO: High Volumes Or High Authority Evergreen Content?” by Adam Riemer, published on SearchEngineJournal.com.