Not publishing because of content ranking is...horsesh*t!
There’s a quote that floats around online marketing and content marketing circles like gospel:
“If your content won’t rank, it shouldn’t get published.”
It sounds bold. Decisive. Strategic, even. But the truth? It’s a narrow, outdated take that misunderstands how content actually works today.
The quote and concept implies that content’s only worth lies in its ability to rank on search engines. Content Ranking ignores the value of content for other critical channels like email, social media, private communities and newsletters, to name a few.
At a time when more businesses and brands are building direct relationships with audiences across owned media channels, and content lives far beyond Google’s search results, this ranking-obsessed mindset is not only limiting, it can be actively harmful to your long-term content strategy.
Table of Contents
Problems with the SEO Content Ranking Mindset
At first glance, the quote seems practical. After all, publishing content that never gets seen feels like wasted effort. For many, search traffic is the clearest and most quantifiable way to measure success. If something won’t rank, why bother?
This belief is often rooted in traditional content marketing frameworks that tie content performance to organic search discovery. Blog posts, guides, articles, etc, if they don’t rank, they don’t attract traffic and without traffic, what’s the point?
This line of thinking might be understandable from those just get starting in the industry, however this thinking gives Google way too much important as the only gateway to content success. And that’s a problem.
Rank-Only Thinking
- Will it rank?
- Optimized for algorithms
- Focused on keywords
- Measures traffic
- Google is the gatekeeper
- Low risk, low originality
Audience-First Strategy
- Will it serve someone we care about?
- Optimized for humans
- Focused on relevance
- Measures trust, engagement, action
- You own the relationship
- High trust, high impact
3 Problems with the Content Ranking-Only Mindset
1. It Reduces Content to a Single Channel Metric
Not all content is meant for Google. Some content is crafted for:
- Email subscribers who already trust you.
- Private communities where your audience gathers.
- Sales enablement for internal teams to close deals.
- LinkedIn posts that spark industry conversations.
- Member-only insights for customers or power users.
- Existing customers: to provide value-add and develop referrals
These pieces may never rank—but they move people to action. That’s the real point of content.
2. It Ignores the Rise of Owned Media
We are now in the audienceship era—where those leading are the ones who own access to their audience, rather than renting attention from networks and algorithms.
Your email list? That’s a direct line.
Your community? That’s a loyal base.
Your podcast? A relationship channel.
These platforms don’t care if your article ranks. They care if it resonates.
3. It Penalizes Fresh Ideas and Thought Leadership
Some of your most important ideas won’t be SEO-friendly:
- Challenging the status quo
- Taking bold positions
- Addressing time-sensitive or niche topics
- Discussing a new idea
- Speaking to a sophisticated audience using non SEO English
Try stuffing those into a keyword tool. You’ll get nothing, and that’s the point.
“To say content is only worth publishing if it ranks is like saying a restaurant should only serve meals that look good on Instagram.”
Content That Doesn’t Rank But Still Resonates
Here’s a sample breakdown of valuable, unranked content that should absolutely be published:
Deciding on What to Publish Even If It Won’t Rank
Here’s a simple framework to evaluate content that won’t rank:
- Does it help a real person our business cares about?
- Does it move someone closer to trust or action?
- Does it reflect our voice, values, or expertise?
- Does it serve an existing audience or relationship?
- Will it create momentum somewhere else (sales, social, community)?
- Will it help our audience be better at their job?
If the answer to even a couple of these is yes, publish it.
Why? Because if the content is timely, relevant and delivered to a trusted audience who may have already been listening then it will resonate and cause a worthwhile action.
Your Goal Is Impact, Not Just Visibility
Yes, ranking matters. Yes, businesses need a strong Content Marketing strategy based on SEO mindset. It’s still a fantastic way to drive awareness and acquire new audience members, especially if your business has not already developed other audience channels (email list, social, etc). But not every piece of content should be designed for that goal.
To say content is only worth publishing if it ranks is like saying a restaurant should only serve meals that look good on Instagram.
Content is not just a vehicle for traffic. It’s a vehicle for trust, transformation and traction.
Let Google do what Google does.
Your business? Build something better: a sincere & real relationship with your audience that you have direct access to.
