Find top content marketing agencies to craft engaging brand stories that drive tangible business outcomes. Select experts from our vetted list of content marketing companies that specialize in copywriting, social media, and SEO.
After carefully considering each agency’s client reviews, pricing, range of content marketing services, portfolios, and industry reputation, we handpicked the finest content marketing companies. Below, you’ll discover what sets each of these agencies apart, as well as our ranking criteria.
The Number 1 Content Marketing Agency as Selected by DesignRush Is:
Notable Clients: Warner Brothers, eBay, Caliber Collision, and more
HigherVisibility produces content marketing that drives profitable business growth through its proprietary Targeted Growth System (TGS). Its steps involve custom strategy development, precise audience targeting, data-driven execution, and continuous optimization. With it, the content marketing company has helped clients increase organic leads by 191% and achieved a 124% return on ad spend. Moreover, it has won multiple awards and recognitions, including the Search Engine Land Awards and the US Agency Awards.
Despite its established reputation, Allied Van Lines fell behind competitors. It struggled with low-quality content, leading to lower site authority, poor search visibility, reduced organic traffic and lead generation, and disavowed quality links.
To resolve these issues, it partnered with HigherVisibility. The content marketing agency used historic data to identify valuable keywords, develop relevant and engaging content, optimize on-page elements, and implement link building and conversion rate optimization (CRO) tactics. As a result, Allied Van Lines increased year-on-year (YoY) organic traffic by 2.6%, month-on-month (MoM) leads by 800%, and YoY organic conversions by 9.4%.
Notable Clients: Nextiva, Casper, TripAdvisor, Norton, Airbnb, and more
Siege Media offers a unique approach to enhancing your website's authority through passive link building. As a collective of creatives, marketers, and SEO experts, Siege Media has generated content valued at approximately $12,387,175 per month in client traffic, which equates to $148,646,100 per year.
Zendesk approached Siege Media with the realization that its outdated content failed to generate desired traffic levels. It needed experts who could implement SEO best practices, conduct comprehensive keyword research, and create high-quality and strategic content to enhance its search engine ranking, drive traffic growth, and increase conversions.
The agency then revamped Zendesk’s existing content, focusing on technical SEO and design optimization. It also implemented a bottom-funnel strategy on their blog and service pages, featuring content that showcased the client’s expertise in software, customer service, and technology. These content pieces effectively combined informational and transactional elements and utilized high-quality imagery and user-friendly charts. The result was a surge in traffic: 37% growth to Zendesk’s blog, $731,924 in overall traffic value growth, 94% growth in organic traffic, and 10,675+ passive links.
Notable Clients: Miner, Stanford University, Rubbermaid Commercial, Canva, Cisco Systems, and more
Brafton's mission is to help businesses succeed through content marketing services and technology solutions worldwide. Its creative and consulting teams write for any industry, from technically complex niches to B2B and B2C brands, utilizing data-led digital content to resonate with the audience and generate results.
The strategy for their client, Quench USA, was to increase brand awareness by enhancing the company’s presence on search. With this in mind, Brafton crafted an SEO strategy that targeted not just consumers but also executives, small-business owners, and office administrators. Using a mix of general terms, such as “hydration facts,” and commercial-intent terms, like “water cooler service for office,” the agency ensured that the website ranked on Page 1 for the right keywords. Consequently, Quench achieved 37 new Page 1 keywords, with 21 being in positions 1 to 5, a $55,377 boost in monthly traffic value, and an increase of 443% in monthly traffic.
Notable Clients: Adobe, Amazon, Asana, Dropbox, eBay, Facebook, Fiverr, and more
Since its establishment in 2009, Column Five has been a leading creative agency specializing in B2B ventures. The agency harnesses the incredible power of storytelling as the ultimate differentiator, transforming ideas into successful campaigns for Fortune 500 companies, startups, and SMEs. It empowers brands to connect with their lifelong customers, foster meaningful relationships, and make conscious decisions that benefit individuals, profitability, and our shared planet.
Dropbox wanted to enhance its Talent Brand by introducing its brand to potential employees, attracting new talent, and engaging with the community. To provide an honest and genuine glimpse into #LifeInsideDropbox, Column Five created a series of videos featuring employees from around the world sharing their career journeys at Dropbox. This series aimed to humanize the brand, generate enthusiasm, and inspire viewers by recounting an authentic view of life within the organization.
Notable Clients: Twenty 20, Nextiva, Harris Teeter, Intuit, and more
Single Grain is a team of passionate professionals who use cutting-edge tools and technology, and personalized marketing strategies to generate leads, drive sales, and foster genuine connections. The agency’s remote-first approach allows them to work with talented creatives regardless of location.
One of their clients, Intuit, a well-known name in tax and personal finance services, recognized an opportunity to provide easy-to-use tools for other business aspects, such as website creation. While Intuit developed and launched the Intuit Website Builder, it needed help to gain traction and visibility in a new and different marketplace dominated by more established competitors. To tackle this challenge, it enlisted the services of Single Grain to create high-quality content and solidify its reputation as a powerful website-building solution.
The firm conducted an in-depth competitive analysis and increased efforts in blogging and social media to engage the existing user community and connect with new users. Within only seven months, the collaboration significantly increased Intuit's visibility in a highly competitive keyword environment across a wide range of common search terms.
Notable Clients: Sodexo, Adobe, Cisco, Salesforce, Autodesk, and more
Tendo is a comprehensive B2B content agency with expertise in crafting, implementing, and optimizing integrated content experiences that drive toward ambitious business objectives. It is a collective of seasoned strategists and creative minds with the knack for transforming a distinctive value proposition into a captivating narrative that resonates with the client’s key audiences.
When the existing Cisco.com needed to revamp its outdated content, Tendo conducted in-depth research to develop a content framework that could be expanded and maintained easily throughout the site. After evaluating the site’s current state, reviewing competitors, and interviewing key stakeholders, they created a content architecture and scalable content models, including organization, prioritization, and copy specifications for key page types.
Following this redesign, unique visitors to Cisco.com increased by 15%, task completion rose by 13%, and the click-through rate skyrocketed to 68%. Additionally, "contact us" clicks saw a remarkable 32% increase. The success was further validated through metrics, prompting Cisco to develop a design system based on Tendo’s content framework and apply it across all business units.
Notable Clients: Semrush, BigCommerce, SpyFu, Sprout Social, Influencer Marketing Hubb, and more
Attrock is a results-driven digital marketing company with an impressive track record of helping clients achieve remarkable milestones, including ranking for over 5,000 keywords on Google's first page and driving a 128% increase in leads and conversions.
It also played a vital role in scaling agencies from five to seven-figure incomes within two years by providing digital marketing services like content marketing, SEO, influencer Marketing, PR, lead Generation, and more.
Its content marketing campaign for ShaneBarker.com was aimed at increasing backlinks, building a strong social media presence, improving SERPs rankings, and boosting site traffic. By optimizing the web content and implementing SEO measures, its blog posts started to rank on the first page of Google search results without the need for link building. High-quality social media content also helped nurture its robust social media presence, with the number of sessions from LinkedIn growing from 686 to 16,000 in two years.
Notable Clients: Las Vegas Tourism, Miami Beach Pride, Midmark, BurgerFi, and more
S&G is a renowned content marketing agency consisting of experienced experts with diverse backgrounds, from prestigious newspapers, renowned magazines, Fortune 500 companies, and innovative technology firms. Its expertise has earned them recognition, making it among the top 50 global content marketing agencies by The Content Marketing Institute.
S&G collaborated with JW Aluminum to position the brand as a disruptor in the traditional metals manufacturing industry; it launched a new app to reduce lead times for procurement professionals and streamline supply chains for customers.
The firm created a comprehensive white paper exploring supply chain logistics in the metals industry and how technology could improve efficiency and boost revenue. The white paper generated over 200 new leads in only six months and served as a landing page for JWA's PR campaign, resulting in feature stories in Forbes, Supply Chain Brain, and other relevant industry publications.
Notable Clients: PayPal, NetApp, Sofinnova, and more
The Content Bureau is a fully remote, majority-female team dedicated to ensuring client success by balancing corporate marketing and branding protocols with trusted partnerships to provide maximum value over time. Its specialty is crafting B2B marketing assets, including copywriting, editing, and layout solutions for articles, banner ads, blog posts, and webinars.
The firm produced authentic and unscripted thought leadership videos for their client, SAP, to help partners and marketing staff understand the company's software business model. The challenge was to create engaging and authentic content while adhering to SAP brand guidelines.
According to the client, the collaboration between them and the agency resulted in fun, painless, and on-brand videos. It successfully delivered work quickly and professionally, reaching thousands of viewers and earning positive feedback from field sales representatives. Overall, the authenticity behind the videos proved to be a successful sales tool that effectively communicated the message to their target audience.
Notable Clients: monday.com, Freshworks, ActiveCampaign, AdEspresso, Zapier, and more
Codeless produces hundreds of long-form articles each month for some of the internet's biggest SaaS, service, and affiliate brands. Its process begins with SEO experts identifying content categories that resonate with the target market. The dedicated account managers then facilitate the production process, from keyword identification to uploading the finished product to your CMS.
The agency helped monday.com increase monthly blog traffic from 12,586 to more than 304,000 within 18 months. Despite the hyper-competitive nature of B2B and SaaS niches, Codeless helped them expand its business and secure significant clients such as Coca-Cola, Hulu, and Universal.
Its strategy involved creating content at scale to produce 950+ articles (2,000 words each). This enabled the client to rank for 140,000+ organic keywords with 25,626 first-page rankings on SERPs and amass backlinks from 6,500+ domains, adding to their traffic numbers.
How We Picked the Best Content Marketing Companies
To curate the list of the top content marketing companies, we examined the agencies’ client roster, testimonials, case studies, industry reputation, team expertise, and executive management. Our team of agency experts created a scoring system to gauge their overall performance based on metrics such as:
Relevant content marketing service catalog
Coverage of content marketing topics on their website and other channels
The number of content marketing projects delivered
The quality and diversity of portfolio, and success stories
Notable clients and well-known brands
Their online reputation on DesignRush, Google, and other platforms
This qualitative process helped us narrow down the cream of the crop content marketing providers you can work with on your upcoming project.
10 Most Popular Content Marketing Agencies Compared
Agency Name
Location
Hourly Rate
Size
Best For
HigherVisibility
Memphis, TN
Inquire
50-99
Overall
Siege Media
San Diego, CA
$100
100-249
Conversion-Focused Content
Brafton
Boston, MA
$150
100-249
SEO
Column Five Media
Orange County, CA
$145
Under 49
SaaS Companies
Single Grain
Los Angeles, CA
Inquire
Under 49
B2C Enterprises
Tendo Communications
San Francisco, CA
Inquire
Under 49
B2B Brands
Attrock
Miami, FL
$49
Under 49
Content Analysis
S&G
Miami, FL
$175
Under 49
Branded Content
The Content Bureau
Orinda, FL
Inquire
Under 49
Internal Marketing
Codeless
Lone Tree, CO
Inquire
50-99
Long-Form Content
Best Content Marketing Companies
428 Companies-Rankings updated: August 19, 2026
DesignRush assesses content marketing companies for their expertise and verified client experiences to help you make better decisions. Certain agencies have paid placements.
TrustLocal is a niche digital marketing agency built exclusively for Auto Shops and Home Services businesses. We replace fragmented marketing with one unified digital marketing system designed around how local service customers actually search and make decisions. We call this the Trust Economy. Our clients...
Aztek is a Cleveland-based digital marketing and web development agency founded in 1999. With a team of under 50 experienced professionals, Aztek delivers transparent, data-backed solutions including web design and development, SEO, PPC, content strategy, email, social campaigns, and hosting to help...
At Crispy Marketing & Media, we really care about making our clients happy. We know that picking a digital marketing partner is an important choice. We appreciate the trust you have in us. That is why we focus on building strong connections and working together with you to reach your goals...
We are a San Antonio-based digital marketing agency specializing in helping local businesses increase online visibility and drive revenue. Our approach is transparent, data-driven, and focused on building long-term partnerships...
Savvy Post Marketing partners with established businesses ready to scale through core services built for performance: digital marketing that generates qualified leads through smart funnels and automation...
Park1 helps SMEs and (semi)government organizations grow with effective marketing, smart communication, and digital innovation, personal, practical, and results-oriented. In everything we do, we focus on turning great ideas into measurable success for your business. Were a pragmatic partner, working alongside...
Proxibo is a full-service digital marketing agency offering a wide range of services including search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, content marketing, and website development...
Orbit Marketing is a specialist digital and Chat Marketing agency. We believe all businesses should have access to fun, effective and professional marketing without the need for a corporate-sized budget...
Scaledon's team of experts guides clients through the full marketing cycle with 15+ years of experience. From strategic planning to data management and reporting, our services cover every aspect needed for a successful campaign - including PPC, SEO, email initiatives and creative content/designs...
DigiTec Studio Top digital marketing agency in USA offering SEO, web design, branding, and results-driven solutions. See how we can help your business grow...
We help the world's elite brands create awareness around product launches & campaigns with refined CGI artistry & unparalleled craftsmanship in 3D motion design. Founded in 2017 by two former PlayStation leaders, we specialize in creating design-led strategic digital content across a variety of touchpoints...
SD Web Design Arlington Services: Web Design and SEO for Business Growth.
We provide a complete range of web design and search engine optimization (SEO) services to help you build a visually stunning website that draws in new customers and generates leads. Our belief is that every business deserves a user-friendly, aesthetically pleasing website that is optimized for search...
At Limely, we go beyond aesthetics to create digital experiences that deliver real results. Specializing in web design, eCommerce, and digital marketing, we combine creative design with strategic thinking to build websites that engage users and drive conversions...
Elite SEO Agency delivers transformative digital marketing solutions tailored to your business goals. Specializing in SEO, PPC, social media, and content marketing, we drive organic traffic, boost conversions, and maximize ROI. Our data-driven strategies and expert team empower businesses to dominate online...
Love Marketing LLC is a full-service digital marketing agency in Universal City, TX. We specialize in SEO, Web Design, Digital Marketing, Google Ads, Meta Ads, and AI Automation. Serving businesses since 1999...
Pivo Web LLC brings deep strategic marketing leadership to Utah's local contractors and service-based businesses. We take a results-driven, highly structured approach to your growth, integrating SEO, custom WordPress design, targeted PPC, and Google Business Profile optimization...
Full-Service Digital Marketing from $7/Day No Contracts, Real Results.
Orrku Media is a full-service digital marketing agency in Huntington Beach, California, built for local service businesses that are tired of overpaying for marketing that doesn't deliver. We specialize in website development, SEO, social media management, branding, and advertising for dentists, contractors...
Build Software and Optimize Technology To Drive Revenue for Your Business
We work as an extension of your team, helping you improve your business by developing custom software solutions and grow your business with inbound marketing & sales. Our team is passionate about leveraging the latest technology to deliver agile business solutions, helping you accomplish your goals faster...
Interactive Design Solutions is a website design and marketing agency located in greater Toledo, Ohio. Let's talk about your goals. Never wavering from our core values, we build websites and create marketing plans that accomplish exactly what our clients need. Nothing more, and nothing less...
Volt Marketing propels your business forward with cutting-edge SEO and digital marketing services. Our team is dedicated to delivering both immediate impact and sustained growth, through driving organic traffic and generating quality leads...
Boost Your Online Presence with Expert Strategies.
AtoZ Xperts offers innovative digital marketing, SEO, and branding services tailored to help businesses grow online. We drive results with custom strategies that enhance your brand's visibility and engagement...
ravehearts is a results-driven growth agency combining strategic marketing, high-performance software development, and discreet white-label execution. Our work is simple in purpose: build campaigns that sell, tools that last, and partnerships that scale...
Genifem is an innovaitive marketing and technology company. we value our customers with gratitude. We build custom AI agents and automated systems for SMBs to streamline operations, cut costs, and accelerate growth...
At SeoGuru, we set the bar for digital marketing in the UK. Our cutting-edge solutions help businesses rank higher on Google and maximize their visibility online with Pay per Click services. With our expertise, you can achieve success and dominate your industry from Day One!...
High-Performance Websites Built To Accelerate Growth
We build best-in-class websites that serve as the foundation for better marketing and accelerated growth. Our services include SEO, Paid Media, Analytics, and Data Engineering. We leverage automation and modern tools to deliver enterprise-class services at competitive prices...
At Swan Media Solutions Inc., we specialize in elevating your digital presence through innovative marketing strategies. Our comprehensive services include Facebook Advertising, Google Ads, SEO, Local SEO, Web Development, Lead Automation with LeadJump, Business Consulting, and AI Consulting. We are dedicated...
Turning Clicks Into Connections and Strategy Into Success.
We are a top digital marketing agency, specializing in high-quality design and branding solutions for businesses and individuals. Our team is composed of talented designers, developers, and marketers...
At Texas Marketing Consultants, we are passionate about helping businesses thrive in the digital world. Based in Boerne, Texas, we specialize in a wide range of marketing services designed to elevate your brand and connect with your audience. Whether you're just starting out or looking to take your business...
SMB DigitalZone is a Dubai-based digital agency helping businesses grow with result-driven solutions. Since 2017, weve specialized in SEO, PPC, social media marketing, content creation, web and app development, UI/UX design, email marketing, and 3D walkthroughs. Our mission is to boost visibility, strengthen...
Ahead Marketing is a data-driven digital marketing agency based in Guildford, Surrey. Ahead Marketing started with a simple belief: digital marketing shouldn't be confusing. It should be clear, strategic, and built on a real understanding of your audience...
Golden Marketing is a Northern Beaches digital marketing agency helping small businesses and tradies get found online. We build fast, mobile-first websites, run targeted Facebook and Instagram ad campaigns, set up Google Business profiles, and deliver ongoing SEO. No lock-in contracts, no jargon just real...
Welcome to Discoverable, your dedicated partner in digital marketing. With a combined experience of over 40 years in SEO, PPC, and Analytics, our team is here to help your business thrive in the digital landscape. Our journey spans a variety of sectors including travel, insurance, retail, sports, and...
We help companies win new and better customers online.
Againstmedia is an independent digital agency. Our development expertise and in-depth strategy set us apart within the industry and help you achieve goals. We focus on optimizing your customer relationships. The economy is becoming more and more fast-paced, the offers more and more extensive and the customers...
Kintu Design is a creative agency specializing in sustainable digital design and communication. We create fast, functional, and low-impact websites, combining UI/UX design, development, and optimization. We also design purpose-driven brands, communication strategies, and visual content and graphics that...
BSR Exclusive is a profit-led performance marketing agency (founded 2018, Cluj-Napoca) focused on eCommerce and B2B. We build and scale campaigns on Google Ads (incl. PMax with brand/non-brand separation), Meta Ads, and product feeds (SKU/GTIN governance), backed by measurement that actually works (GA4, GTM...
We Are The Right Digital Marketing Agency for Your Business
Cobalt Digital Marketing is data-driven digital marketing. We are a Google-certified company and developer of the Cobalt Formula, a proven formula to help companies maximize their digital presence to get found and increase sales. It's not rocket science, it's cobalt digital science...
We are a boutique Web Design/Development and marketing agency, dedicated to empowering small businesses by enhancing their digital presence and driving growth in sales and revenue...
Our mission is to empower similar businesses to elevate their brand recognition.
At House Of Five Studio, we specialise in helping women-, minority- and LGBTQIA+-led businesses create timeless brands and sustainable content. Our mission is to help them thrive both online and offline by prioritising quality over quantity and reclaiming their freedom. By leveraging automation and an...
We Are Here For Your Every Creative And Technical Need!
Kake Multimedia provides development and consulting services to businesses and organizations of all sizes ranging from start ups to exit planners. Contact us today to learn more about how we can help you succeed...
Proven SEO strategies that drive rankings, traffic, and measurable business growth.
Ultra SEO Solutions is a results-driven SEO agency with over 16+ years of experience helping businesses rank higher, attract quality traffic, and scale online. From startups to enterprise-level brands, we deliver tailored campaigns that focus on real results, not empty promises...
At Mabo, we are specialists in accelerating your online revenue. Our team employs data-backed strategies and cutting-edge technology to ensure your investments in PPC, Paid Social, and SEO generate maximum return...
Agence 25 is a Swiss-based digital studio that helps small and mid-size businesses win more leads online. We design fast, clean websites (WordPress), write and structure SEO content, and set up local and global search visibility. We run Google and Meta ads with clear tracking (GA4, GTM, UTMs) and easy...
Integrated Marketing That Drives Real Business Results
Marketing, PR, and website development for growing B2B brands and healthcare practices. Full-service marketing agency combining PR, SEO, content strategy, digital and traditional marketing to help your business grow...
Softline Solutions is a performance-focused digital marketing agency with offices in La Crescenta (Los Angeles), California, and West Palm Beach, Florida. They offer a full suite of services including SEO, paid search, social advertising, inbound marketing, programmatic and franchise marketing designed to...
Kiboko is a Digital Creative Agency comprised of a team dedicated to developing web, social, and communication projects with a focus on development, design, and marketing. We assist brands and companies in distinguishing themselves both online and offline...
Your experts for affiliate and partnership marketing. Tailored solutions on a global level.
upaffiliate Digital Marketing GmbH is a professional affiliate marketing agency based in Berlin. Our company is distinguished by providing top-notch global affiliate marketing strategies for corporate clients. Our expertise lies in assisting these clients with the development, enhancement, and optimization of...
7 Frequently Asked Questions About Content Marketing Agencies
What do content marketing companies do?
Content marketing companies create and distribute digital content intended to inform, attract, engage, retain, and inspire action across target audiences. The main goal of their produced work is to drive greater brand awareness, boost organic traffic and SEO rankings, and guide prospects through the buyer's journey to ultimately increase leads and sales.
What services do they provide?
Key services provided by content marketing agencies include:
Content strategy development: Curating bespoke plans to align content with business objectives, ideal customer profile (ICP) intent, and industry trends.
SEO copywriting and keyword research: Optimizing content to rank higher in search engine result pages (SERPs) and improve visibility to potential customers.
Editorial management and publishing: Sourcing writers, editing content, managing content calendars, and handling the publishing process.
Distribution and promotion: Making sure the content reaches the target audience through social media, email campaigns, and paid advertising.
Performance analysis: Monitoring how content performs and tracking traffic, engagement, and conversion rate metrics to refine strategies.
How much does a content marketing company cost to hire?
Across the US, a content marketing company usually charges between $100 to $500 per 1000-word post.For social media content, the price usually goes between $50 and $150 per post.
The final price can vary based on a combination of factors:
Length and topic complexity: Shorter, simpler posts cost less compared to in-depth, longer articles.
Expertise: Posts requiring niche knowledge or specific writing style entail higher fees.
SEO adjustments: Extending the service with SEO services like keyword research and integration can also raise the price.
Additional services: Content promotion, social media sharing, and visual add-ons count as an addition to the base fee.
How long do different content pieces take to write?
Short, standard articles can take an experienced writer 1 to 3 hours to write, while research-heavy pieces may require over 10 hours. Same as with pricing, the topic complexity and research requirements affect the writing time as well.
In general, seasoned writers can produce 500 words in 30 to 60 minutes, while for the same work, a beginner might need 2 to 3 hours or more.
Here are some average time estimates by content type:
Social media posts/short content (75 to 300 words): 30 minutes to an hour
Standard blog post/article (500 to 1000 words): 1 to 3 hours (assuming moderate research)
1,500-word piece: 3 to 6 hours, depending on depth
Long-form, 2,000-word content piece: 6 to 10+ hours
Technical content piece: Up to 10 hours per 500 words, given the need for extensive research and citations
Full website content coverage (20 pages): 11 to 40 days, depending on the complexity of the brand voice and required research
What types of businesses benefit most from working with a content marketing agency?
Small businesses, startups, expanding brands, and companies looking to set or correct a brand image benefit the most from a content marketing collaboration.
Businesses starting from the ground up benefit a lot from a content marketing agency as it maps out a clear strategy and builds an audience from day one. Companies dealing with a bad reputation or a complex rebranding phase also see considerable returns, as a good agency can use honest storytelling to fix misconceptions and win back trust.
At the same time, if a brand is entering a new market or launching a unique product line, specialized content helps them spread the message more easily by producing pieces in the local language.
How long does it take to see results from content marketing services?
Content marketing follows a more extended trajectory as it takes time for search engines to recognize and rank the content. As the content library expands and gains credibility, brands start to see incremental growth in 3 to 6 months.
The same goes for social media: as content compounds and reaches more people, the organic traffic gets steadier and lead generation efforts start gaining more traction.
How is content marketing different than SEO?
Content marketing is the substance, i.e., the strategy of creating value to build a relationship with the intended audience. SEO is the visibility or the technical process of making that value discoverable by search engines.
Essentially, they are two sides of the same coin: SEO makes demands (keywords, structure), and content marketing fulfills them.
Across both practices, quality comes first. Namely, if the piece is optimized for a search engine but fails against the intent of the reader, the content will eventually lose its rank because it lacks topical authority.