Something like ~60% of searches are unique. So there's plenty of content opportunities out there. But definitely there seems to be a "winner and loser", althoug

Something like ~60% of searches are unique. So there's plenty of content opportunities out there. But definitely there seems to be a "winner and loser", although it is incredibly hard to define. The high volume, monetizable keywords are more easily defined, and within that sector, the game may be more "zero-sum". Outside in this vague "new search" sector, any person who throws thousands of content pages and gets links will be able to drive a decent amount of traffic. How much, though, is up for debate.