# 10x content

Category: [On-Page & Content](https://seo-geo-glossary.com/en/glossary/category/on-page-content/) › [Content quality](https://seo-geo-glossary.com/en/glossary/category/on-page-content/content-quality/)

**10x content** is an SEO industry concept for content that should be ten times better than the best result already ranking for a topic. Rand Fishkin of Moz introduced it in 2015 in a Whiteboard Friday episode, according to Ahrefs. Google does not use the term.

## Criteria

Ahrefs summarizes the idea as content that stands out from the existing results through a unique angle, visible expertise, a clear layout and easy navigation. In the Whiteboard Friday episode, Fishkin compares the top results by the questions they answer, speed, mobile friendliness, layout, depth of detail, use of visuals, quality of writing and the data and sources behind them. He also asks what is missing from the existing results.

## When does it make sense?

The number 10 states an ambition and has no measure behind it. Fishkin says he does not pursue keywords where he cannot expect to create something ten times better. It follows that the effort fits a few key topics with high demand where existing results hardly differ (assessment). Google's helpful content guidance asks a related question: does the content offer substantial value compared with other pages in search results?

## Example

For "living space calculation," every result is a text page with a formula. One provider instead publishes a calculator that handles different room shapes, explains the rules with sources and shows sample floor plans. The example is invented.

## Related terms

- [Content](https://seo-geo-glossary.com/en/glossary/content/index.md)
- [Content quality](https://seo-geo-glossary.com/en/glossary/content-quality/index.md)
- [Unique content](https://seo-geo-glossary.com/en/glossary/unique-content/index.md)
- [Thin content](https://seo-geo-glossary.com/en/glossary/thin-content/index.md)
- [Helpful content](https://seo-geo-glossary.com/en/glossary/helpful-content/index.md)

## Sources

- [Why Good Unique Content Needs to Die – Whiteboard Friday, Moz (not retrievable, via secondary sources)](https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday)
- [10x content – Ahrefs (secondary)](https://ahrefs.com/blog/10x-content/)
- [Creating helpful, reliable, people-first content – Google Search Central](https://developers.google.com/search/docs/fundamentals/creating-helpful-content)

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Last updated: October 7, 2026
URL: https://seo-geo-glossary.com/en/glossary/10x-content/