SEO content must end the search journey

The main thing to think about it is, is the Google search over? If someone reads your content, if they typed in something to Google, and then they read the article that you've published, are they going back to Google to continue reading more or is the Google search over? Because ultimately that's what the search engines care about is, I want to make sure this person gets their answer quickest way possible.

If people aren't asking this question to Google, you can write all the content you want, it doesn't matter, nobody's going to find it.

You can't just SEO the hell out of something that is a terrible experience. So tying that experience at the end of the SEO journey is just as important as the technicalities of SEO itself.

I think there's an SEO play in any company. Google is such a large funnel of existing demand for your product or your product area that there's usually an angle to get some SEO traffic there.

Entire industries are based off of single keywords. Companies were bought and sold based on one keyword rank. So it's not like, 'Oh, it's a little bit of traffic.' You can literally build an entire business around that first spot.