For Years The Answer Was "Publish More." Is That Still True?

For Years The Answer Was "Publish More." Is That Still True?

There was a time when almost every SEO conversation ended the same way. Need more traffic? Publish more. Need more rankings? Publish more. Need to cover more keywords? Publish more. It wasn't bad advice either because, for a long time, it actually worked. Sites kept expanding, editorial calendars became more ambitious, entire strategies were built around producing more pages every month, and in many cases Google rewarded that effort with more visibility.

Lately, though, I'm not sure the conversation feels the same anymore. I keep seeing sites with thousands of pages struggling to gain traction while, at the same time, discussions around AI, publisher visibility and shrinking click-through rates keep becoming more common. None of those things automatically mean Google has changed its philosophy, but together they make me wonder whether we've reached the point where simply publishing more isn't enough to stand out.

The web has changed faster over the last couple of years than it did during most of the previous decade. Anyone can generate hundreds of articles in a weekend, entire websites can appear almost overnight and many of them end up covering exactly the same topics using almost identical structures. If everyone is capable of producing more content, then "more content" stops being much of an advantage.