- Noel Ceta says many sites weaken their SEO by publishing across too many disconnected topics.
- His advice: build authority around fewer core topics with complete topical maps, internal links and ongoing updates.
SEO consultant Noel Ceta has warned that publishing more blog posts does not automatically create stronger SEO performance if the content is spread across too many disconnected topics.
In a thread on X, Ceta argued that many sites end up with hundreds of articles but little real topical authority. The problem is not always content volume. It is that the content is scattered across too many subjects, making it harder for search engines to understand what the site should be trusted for.
“3-5 topics thoroughly > 20 topics superficially,” Ceta wrote.
Sites publish 500 random blog posts.
Zero topical authority.
Rankings scattered and weak.Meanwhile, competitors with 100 strategic articles dominate entire categories.
The difference isn’t content volume.
Here’s how to build topical maps that actually win: 🧵👇
— Noel Ceta (@noelcetaSEO) May 22, 2026
Topical authority needs a map, not just a content calendar
Ceta’s framework is built around topical maps. Instead of choosing blog posts one by one, a site first defines a core topic, maps the important subtopics and then builds a connected cluster of pages around that area.
He pointed to several signs that a topical map is working: rankings improving across a full topic area, users moving between multiple related articles and the site beginning to win featured snippets within that subject.
That matters because many publishers still treat SEO content as a volume game. With AI tools making content production faster, it is easier than ever to publish more articles without building a stronger site.
Scaling should come after depth
Ceta also argued for slower, more deliberate scaling. His suggested approach is to build authority around one main topic first, then expand into a second or third topic only after the first area has enough depth, structure and internal linking.
That is a different mindset from chasing every keyword opportunity that appears in a research tool. A keyword may look attractive on its own, but if it does not strengthen the site’s main topic clusters, it may add noise rather than authority.
He also highlighted the role of semantic relationships: connecting related entities, problems, products, solutions and industry terms instead of focusing only on exact-match keywords.
The Query Post view
This is a useful reminder for publishers, especially newer sites trying to compete in crowded search results.
A site with 300 disconnected posts may look active, but it can still feel weak from a search perspective if no topic is covered with enough depth. The stronger approach is usually narrower: choose the topics that matter most, cover them properly and connect the pages in a way that helps both readers and search engines understand the site’s expertise.
This also connects to the broader AI search debate. If AI systems increasingly look for clear, trusted and well-structured sources, scattered publishing becomes even less attractive. Depth and topic consistency are likely to matter more, not less.
Related reading: Google’s AI Search Advice: What It Really Means for SEO
