Publishing content on a technically broken site is like pouring water into a leaking bucket. Fix the bucket first.
Start with indexing. Open Search Console and check what Google has actually indexed versus what you think exists. Orphaned pages, accidental noindex tags and blocked resources in robots.txt are extremely common.
Then crawl the site properly. Broken internal links, redirect chains and duplicate title tags are cheap to fix and add up quickly.
Core Web Vitals next. Largest Contentful Paint under 2.5 seconds, Cumulative Layout Shift under 0.1. Compress images, serve WebP, lazy-load below the fold, and stop loading five font weights you never use.
Structured data. Organisation, Article, Product, FAQ and Breadcrumb schema where relevant. It does not directly raise rankings, but it wins you more space in the results.
Canonicals and pagination. Especially on e-commerce, where filters multiply URLs endlessly.
Internal linking. Your strongest pages should link to the pages you want to rank. Most sites never do this deliberately.
Mobile. Google indexes mobile-first. If your mobile version hides content the desktop shows, that hidden content effectively does not exist.
Do these twelve, then start writing. You will rank faster with less content.
