Why SEO Content Needs Repackaging: A Deep Dive into Modern SEO Strategies

As the founder of Central Coast SEO, I’ve witnessed countless shifts in search engine optimisation strategies. One of the most significant changes I’ve observed is how we package content for SEO. In the past, the “skyscraper technique” dominated, but in today’s AI-driven world, this method is losing relevance. In this deep dive, I’ll explore why SEO content has a packaging problem and how small businesses can adapt to these changes to stay competitive in the ever-evolving digital landscape.

The Demise of the Skyscraper Technique

A decade ago, the skyscraper technique was a popular strategy for SEO content creation. This method, championed by Backlinko, encouraged creating dense, comprehensive content by adding more subsections and related topics. It worked well for a time—Google valued this kind of comprehensive content, and businesses saw improvements in their search rankings.

However, the effectiveness of this approach is now waning. The rise of artificial intelligence, particularly Google’s large language model (LLM), has shifted how search engines interpret and display content. As AI becomes more adept at summarising and providing quick answers to users, the need for dense, skyscraper-style content has diminished.

The Role of AI Overviews

In recent years, Google has begun integrating AI-driven overviews directly into the search engine results pages (SERPs). Their LLM, known as Gemini, provides users with high-consensus answers quickly and efficiently. This means users often don’t need to click through to long, detailed articles to get the information they need.

For businesses relying on the skyscraper technique, this is a significant change. AI models like Gemini can deliver basic, straightforward answers to common queries. So, if your content is focused solely on answering “what” and “how” questions, you may find your audience engaging less with your site. This can affect user engagement metrics, such as dwell time and bounce rates, both of which Google uses to assess the relevancy of your content.

If someone searches for a basic question like, “What is email marketing?”, AI can now provide a brief answer directly in the SERPs. The challenge for SEO content creators is now to go beyond these basics, offering unique insights that AI can’t easily replicate. It’s no longer enough to answer the “what” or “how” — you must dive into the “why” and the personal experiences behind these queries.

The Shifting Landscape of Topic Clusters

The traditional model of content architecture, often referred to as the topic cluster model, is also becoming less effective. In the past, you could create several pieces of content targeting different aspects of a topic — the “what,” “why,” “how,” and “best” queries. By linking these articles together and building backlinks, this content would perform well in search results.

But with AI now able to cannibalise the simpler “what” and “how” content, the effectiveness of this model is diminishing. Google’s AI can easily provide a summary answer to these basic queries, reducing the need for users to click through to your content. For example, if you’ve created several pages addressing “how to do email marketing” or “what is SEO,” you’ll likely see those pieces perform worse now than they did a few years ago.

This shift means that businesses must adapt their content strategies. Rather than focusing on generalised topic clusters, the focus should now be on providing original, engaging perspectives. Small businesses, in particular, have an opportunity here to leverage their unique experiences and first-hand insights to connect with their audience in a way that AI-generated content cannot.

Why SEO Content Has a Packaging Problem

The problem many businesses face today is that their SEO content is stuck in the past. Traditional content often begins by explaining basic concepts, even when users already know them. For example, if a user searches for “how to train for a marathon,” they’re likely already familiar with what a marathon is. Yet, many articles still begin by explaining the term, which can frustrate users and lead to high bounce rates.

Google’s algorithms are becoming increasingly sophisticated at detecting when content meets or fails to meet user expectations. If a user clicks on your article, only to find redundant information, they may quickly leave, which signals to Google that your content isn’t engaging. Over time, this can negatively impact your rankings.

To combat this, it’s essential to repackage your content. Rather than providing general, static answers, offer fresh perspectives based on your own experiences or industry knowledge. This kind of content is far more likely to resonate with users, who increasingly expect deeper, more nuanced information when they visit your site.

How to Repackage Content Effectively

Repackaging existing content doesn’t mean starting from scratch. Instead, it involves reframing your approach. Instead of answering basic “how-to” questions, shift towards discussing specific challenges, personal insights, and lessons learned. For example, if you’re writing about “how to do email marketing,” instead of focusing on the mechanics, you could share your experiences with A/B testing subject lines and the results you achieved.

Consider this: “How I increased email open rates by 40% through A/B testing” is far more engaging than simply “How to write email subject lines.” By providing personal insights and actionable advice, you’re offering something that AI can’t easily replicate.

Moreover, you should focus on creating content that aligns with what small businesses really need. For instance, small businesses can’t afford to waste time on ineffective SEO strategies. That’s why it’s critical to understand how SEO is evolving and how to stay ahead of the game.

The Future of SEO: User-Centred, Not Search-Centred

As we move forward, it’s clear that the future of SEO content hinges on the ability to focus on the user’s needs. Google’s algorithms are evolving to favour content that is more engaging, insightful, and grounded in personal experience. It’s no longer enough to write for search engines — you have to write for your audience.

This presents a real opportunity for small businesses to differentiate themselves. By sharing authentic, first-hand perspectives, small businesses can create content that resonates with their audience in ways that AI cannot. Additionally, while AI may dominate in answering basic queries, it can’t replace the human touch in providing practical, relatable content. For a more global perspective on content strategy and marketing trends, you might find guides on Moz useful.

Final Thoughts: Adapting to Change

At Central Coast SEO, I’m constantly working to help small businesses navigate the changing landscape of SEO. The key takeaway from all this is simple: while AI is revolutionising search, it’s also opening new doors for those willing to adapt. The businesses that will thrive are those that understand the need to repackage their content in ways that provide unique value and human insights.

If your current SEO strategy is struggling to keep up with these changes, I’m here to help. Get in touch with Central Coast SEO today, and let’s craft a content strategy that not only works for today but is prepared for the future.