More content made us less visible

AI has made it incredibly easy to produce content, and a blog post, a landing page or an FAQ that used to take days can now be done in a matter of minutes. When it’s that easy, it’s tempting to just keep going and publish more and more, but in my experience that’s exactly the point where all that content starts to hurt your visibility instead of helping it.

More isn’t always better

When you produce a lot of content with AI, it doesn’t take long before you lose track of what already exists. Suddenly you have two pages saying almost the same thing, a fact that is worded slightly differently on three separate pages, and the same link repeated over and over again throughout the site. Every single piece might look fine on its own, but put together they end up competing with each other.

Search engines and AI models have to decide which page best answers a question, and when several of your pages answer it almost equally well, they split the signal between them so that none of them becomes the obvious source. An AI answer usually picks just one source, and if your own pages are busy competing with each other, that source might just as well end up being someone else’s.

Keep track of what you’ve made

That’s why I always check what has already been produced before anything new gets made. If a page already answers the question, I would rather make that page better than write a new one, and when two pages turn out to cover the same thing, I merge them into one and redirect the old address so that nothing gets lost along the way.

Give your AI clear rules

The same thing goes for the AI, since it has no idea what you published last week unless you actually tell it. That’s why I give it a few clear rules that it has to follow every single time:

• Check whether a page already answers the question before suggesting a new one.
• Stick to one intent per page.
• Link to each page only once, where it naturally fits.
• Use the same wording for the same facts everywhere.

With those rules in place, the AI does most of the checking for me, which means I can spend my own time on the things that are actually worth publishing.

Content has become cheap to make, and what really makes it worth something now is keeping it clean, clear and easy to trust.

Step 05 in AI search notes: One intent, one page