Hey —

One thing that feels increasingly clear lately:

Publishing content is easier than it’s ever been.

Between AI, better workflows, and more teams building content systems, getting pages live is no longer the real bottleneck.

Which makes this more important than ever:

Knowing which pages actually matter.

For a lot of sites, a small handful of key pages quietly drive the majority of meaningful traffic, leads, or revenue.

And in this environment, regularly refreshing and sharpening those pages may matter more than endlessly adding new ones.

• Technical SEO still matters — it removes friction.
• Content strategy is still the foundation.

But on-page optimization is often where the real edge shows up:

• tighter intent match
• fresher SERP alignment
• stronger internal support
• sharper topical completeness

Interestingly, more people I’m speaking with lately are building their own on-page frameworks around this — often using AI to help execute faster.

Makes sense.

Content volume is easier now.

Some of you may even remember a few years ago when I built out a beta for "Missing Topics." It was one of those moments where it was too soon for the wave that was coming next, but that's still a great example:

1. Find missing topics & entities
2. Have AI generate topic paragraphs that integrate those topics and entities
3. Add them to your content
4. Google rewards the increased relevance and "completeness" of the URL for multiple queries
5. Better rankings, more visibility, more clicks

That's just one of the many on-page power factors that you can leverage AI to consistently optimize the key pages that you should be focusing on.

Pick a handful of on-page "power factors" and build a system for optimizing each. Test the effectiveness. Repeat.

People are adopting this methodology now; that's where we should all be headed.

If you’re not already approaching content this way, I’d love to hear what’s holding you back. Just hit 'reply' and let me know.