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Think of it like this way, McDonald’s gets customers with bad food because it serves a need and has become a name/brand/habit for people, even if the food has declined over time. That does not mean you can break in the market selling bad burgers, or if you have a fine dining restaurant you can just start serving worse food.
There are very few “you MUST do this” things to rank for any given keyword, other than actually write about that subject in a way that is relevant that people actually like. All success flows from that. If you do a poor job writing bad content then your site will always just be noise.
