One way that you can compete with other sites that are relying too heavily on AI is to raise your editorial standards, explains Alex Moss.

Alex says: “Be concise and raise the game of your editorial standards.”

Why is being concise more important nowadays?

“Machines, LLMs, and agents are all ingesting content using tokenization. The more tokenization that's used, the more processing power is required. It’s almost like the content version of site performance and site speed.

If there's a slow-loading site, it's going to take a while for people to load, which might impact UX and other metrics like CTR. But when it comes to content, content for content’s sake was a bit of an old, grey hat technique of just scaling content and doing any old thing to get as much exposure, and as many keywords, as possible. Now, being too detailed doesn't always help. Don't blabber on too much, is the informal way of saying it.

Often (especially with tech or startup sites), you go to the About page, read four sentences, and you still don't know what they do. They use very colourful, fluffy, and salesy words to impress the human. Right now, though, the audience is not just a human; machines are the audience as well. They're ingesting that content, and they don't get sold by that kind of language. They get sold by direct language: things that get to the point, answer the questions, and solve a problem. That is the direction content should be going.

We've let ourselves down over the last few years by lowering the standards of editorial in general, so that anyone can make content for content's sake. Now, this will take away content mediocrity and raise those standards – not just in general everyday content, but also for journalistic editorial content online. They will have to adapt to higher standards in order to have the best exposure.”