Investing in comprehensive data clean up vs AI content expansion for AI rankings

Summary

Voices of Search Podcast Summary
Episode: Investing in Comprehensive Data Cleanup vs AI Content Expansion for AI Rankings
Host: Jordan Cooney
Guest: Martha Van Berkel, Schema App
Release Date: June 21, 2025

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Introduction

In this insightful episode of the Voices of Search, host Jordan Cooney engages with Martha Van Berkel from Schema App to delve into a critical decision many SEO and content marketing professionals face: Should limited resources be allocated to comprehensive data cleanup or AI-driven content expansion to enhance AI rankings? The discussion centers around optimizing organic growth efforts by balancing data integrity with innovative content strategies.

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The Core Debate: Data Cleanup vs. AI Content Expansion

Martha Van Berkel initiates the conversation by presenting a pivotal question to the guest:

[00:43] Martha Van Berkel: "Would you choose to invest in comprehensive data cleanup or AI content expansion for AI rankings if you had limited resources?"

Unnamed Guest responds thoughtfully, prioritizing data quality:

[00:58] Unnamed Guest: "My brain goes to what would drive the highest quality of data... I'd probably do the data cleanup first."

Emphasizing Data Quality

The guest underscores the importance of data integrity as the foundation for any successful SEO strategy. They argue that understanding and refining existing content is crucial before expanding or scaling up AI-generated content.

[01:10] Unnamed Guest: "Our sites are bloated with content that doesn't matter and is irrelevant. Starting with a clean slate allows you to identify and build high-quality content that's ready for AI and beneficial for consumers."

This perspective highlights a strategic approach: prioritizing data cleanup ensures that subsequent content expansion efforts are both relevant and impactful.

Balancing Cleanup and Content Investment

While advocating for data cleanup, the guest also acknowledges the necessity of content expansion:

[01:10] Unnamed Guest: "...identify one area that’s really important to the business and start building deep knowledge, high-quality content that's ready for generative AI and your consumers."

This balanced approach suggests that after establishing a clean and authoritative data base, targeted content creation can effectively leverage AI for enhanced rankings.

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Host and Guest Agreement

Jordan Cooney and Martha Van Berkel concur with the guest's viewpoint, reinforcing the idea that data cleanup is an indispensable first step in any SEO strategy.

[02:09] Martha Van Berkel: "There is cleanup work that always has to happen first. Maybe that's just my human nature, but I absolutely think that’s the first step."

[02:18] Unnamed Guest: "You don’t know where you're at with regards to authority if you don't know if you have good stuff to start with."

Their agreement further validates the importance of data quality, suggesting that without it, investments in AI content expansion may not yield the desired results.

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Conclusion and Takeaways

The episode wraps up with Martha expressing gratitude to the guest and providing resources for listeners to connect and learn more about Schema App. The key takeaway from this discussion is clear:

"The answers are always in the data."

Key Insights:

1. Data Cleanup as Foundation: Ensuring data quality is paramount for effective SEO and content marketing strategies.
2. Strategic Content Expansion: Once data integrity is established, targeted AI-driven content can significantly enhance rankings.
3. Balanced Resource Allocation: Prioritizing data cleanup enables informed and impactful investment in content creation.

Final Thoughts

For SEO professionals grappling with resource constraints, this episode emphasizes the importance of prioritizing data cleanup to build a robust foundation for future content strategies. By doing so, organizations can ensure that their AI-driven content efforts are both relevant and effective, ultimately driving higher quality traffic and improved search rankings.

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Connect with Martha Van Berkel:
Find more insights and connect with Martha here.

Learn More About Schema App:
Visit schemaapp.com for comprehensive solutions in structured data management.

Subscribe for More Insights:
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Transcript

[Jordan Cooney]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney.

[Martha Van Berkel]

Last but not least, our toss up question is would you choose to invest in comprehensive data cleanup or AI content expansion for AI rankings if you had limited resources?

[Unnamed Guest]

So my brain goes to what would drive the highest quality of data because that's sort of what we were talking about is putting it in. So I'd probably do the data cleanup first.

[Martha Van Berkel]

Okay, tell us why. Tell us why.

[Unnamed Guest]

I think as organizations think about how do I update content or what my content or even what is the breadth of what I have today in order to think about? Let's go back to my question of do you understand whether you talk about the topics and the entities across your site? I think today their sites are bloated with content that doesn't matter and is irrelevant. And so as we go on that journey to understand like where you're at today, I think starting with a clean slate now I'd like to do both Jordan, and then at the same time identify like one area that you're really is important to the business and start building that like really deep knowledge, high quality content that's like ready for gen AI, but like really that's also ready for your consumers. And so I think like if you're doing the cleanup and you're investing in very specific content, not volume but like high quality, like that's sort of where I would go. So I would say like do the cleanup first and then you at least know where you're at so you know where to make that investment in the future.

[Jordan Cooney]

Totally agree.

[Martha Van Berkel]

There is a cleanup work that always has to happen first. Maybe that's just my human nature on things, but I absolutely think that that's, that's the first step.

[Unnamed Guest]

Yeah, I just don't think you know where you're actually at with regards to authority. Like if you don't actually know if you have good stuff to start with.

[Martha Van Berkel]

Absolutely. And that wraps up this episode of the Voices of Search podcast. A big thank you to Martha Van Berkel from Schema App for joining us. If you'd like to connect with Martha, you can find a link to her LinkedIn profile in our show notes or on thevoicesofsearch.com for more information about schema app, visit schemaapp.com if you haven't subscribed yet and want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll bring you back to our feed. Okay, that's all for today and until next time. Remember, the answers are always in the data.