Terrific article.  Another stat to ponder:  Pre-pandemic Google daily searches were 3.5 billion.  Now that average is closer to 6 billion.  More and more people are using search as a research tool because they find it to be useful.  SEO for lead generation and then combining that with lead nurturing tools and protocols is only going to become more important.  Businesses risk falling further behind if they insufficiently invest in content.