The key to your SEO success is publishing authentic content and thinking about ranking in terms of concepts, rather than individual signals. That’s according to Googlers Martin Splitt, John Mueller and Danny Sullivan in the latest Search Off the Record episode. The group discussed ranking updates and systems, content, the importance of user-centricity and more. Many SEOs get obsessed with knowing all the individual search ranking factors. There’s a big craving for that, and that’s going to be your key to success,” Mueller said.