Key Lessons Publishing velocity: Nick’s main strategy was to rank on every related term regarding the business and increase his ranking based on quantity, not quality. He increased the publishing velocity to 10 to 50 to 100 articles per month. Content quality: He hired many editors over 3-4 writers to make sure that quality stays consistent and answers the search intent. What about the qualified leads? Most marketers know organic traffic is a vanity metric. It’s all about conversions or SQLs. He said that as long as you rank for the term related to your business, you should be able to rank on direct, related, and adjacent keywords. Your job is to provide value to folks who are searching. Providing value: Answer searcher’s query, see the top results and what kind of pages are already ranking, and find the gap to address that in your content writing process. Keyword difficulty and domain authority: These are made up of SEO tools, so don’t take it that seriously. Focus on writing good content. Here's the tweet Google denying domain authority as a ranking factor. Competitive category: Don’t focus on just one keyword; focus on the campaign level category, and write many pages for that campaign. It will start ranking for those categories.