Every year brings a new wave of "SEO is dead" takes. Every year, the sites that keep ranking are doing the same handful of things right.
Core Web Vitals, crawlability, and clean architecture remain the floor, not the ceiling. Sites that neglect this basics layer rarely outrank competitors no matter how strong the content is.
Publishing more thin pages has stopped working. The accounts seeing sustained growth are consolidating into fewer, deeper resources that actually answer the full scope of a topic.
Audit before you produce. Most sites already have enough content — the growth is usually sitting in fixing and consolidating what exists, not adding more.