When Google first launched back in 1998 their search engine was primarily based on backlinks with the concept that each backlink counts as a vote of confidence then as time evolved unique, fresh content started to play a larger role and in most recent years the use of deep learning to better understand language and search behaviors to deliver the best user experiences and results possible.

Looking at companies ranging from startups to Fortune 500s, most marketing efforts over the years have been focused on old school Search Engine Optimization (SEO) where backlink building is the main goal as well as social media marketing which has a very limited shelf life. At the same time, on-site content – specifically blogs – have been neglected.

Back in 1996 Bill Gates wrote an essay titled “Content is King” which was published on the Microsoft website, and what’s crazy is how things have come full circle today. Not only from a blog perspective, but also how social media took off and content creators/influencers are more important now than ever (and demand the highest $).

Whether you’re a fresh startup or a global company, it’s imperative to have a blog on your site which will give you a vehicle to share your thoughts and tap into the world. With good, optimized content you’ll rank well in Google, attract new visitors, form new connections and the ball continues to roll from that point forward.