Fewer pages, each worth indexing
We’ve published content at volume on our own sites and watched it fail to get indexed at all. What works is a smaller set of pages, each saying something only you can say, structured so they support each other.
What we do
Topic cluster planning
A hub page per theme with supporting pages linking into it, so the structure tells search engines what you’re authoritative about.
Content audits
What you already have, what’s competing with itself, what to merge, and what to delete. Usually the fastest win on an established site.
Editorial calendars
A publishing plan matched to what you can actually sustain, rather than a cadence that collapses in month three.
Writing and editing
Either we write from your material, or we edit and structure what your team produces. The second usually sounds more like you.
Internal linking
Hub-and-spoke structure, orphan detection and anchor variation — at a scale where doing it by hand isn’t realistic.
Measurement
Which pages earn traffic, which earn enquiries, and which should be merged into something that does.
Why volume stopped working
We ran the experiment on one of our own sites: 250+ articles published at pace, and Google indexed almost none of them. Not penalised — just not considered worth crawling.
Two things cause that, and more volume makes both worse:
- Nothing differentiating. If a page restates what twenty other pages say, there’s no reason to index a twenty-first.
- Not enough crawl authority to justify the pages you already have, let alone more.
Google’s spam policies name content produced at scale primarily to manipulate rankings. It isn’t about whether a human or a tool wrote it — it’s volume without a reason to exist.
What we do instead
- Start from what you genuinely know that competitors don’t
- One hub per theme, spokes that link up to it
- Real numbers, real projects, real outcomes in the writing
- Merge near-duplicates rather than adding to them
- A cadence you can hold for a year
- Every page with a job: rank, convert, or support something that does
If a planned page has nothing specific to say, we’ll tell you to drop it rather than fill the slot.
Common questions
Do you use AI to write?
As a drafting tool, from material you or we supply — not as a content generator pointed at a keyword list. The difference is whether there’s something specific being said. We’ll be straight about which is happening.
How much content do we need?
Fewer pages than you’ve been told. A tight cluster of genuinely useful pages outperforms a hundred thin ones, and costs less to produce and maintain.
How long until it works?
Months, not weeks, for organic results. Content audits and merges can move things faster because they fix problems rather than adding to them.
Can you work with our writers?
Often the best arrangement. They know the subject; we handle structure, internal linking, technical setup and measurement.
What do you know that your competitors don’t?
That’s where a content plan starts. Tell us, and we’ll tell you whether there’s enough there to build a cluster around.