Anybody who's used the internet in the past two decades has likely visited About.com. A giant in the early days of the web, About.com was an amalgam of all types of educational content, from "how-to" home improvement articles to pre-WebMD health advice. Even after Google fundamentally changed how content was accessed on the web, About.com continued to thrive because it followed the number-one rule for ranking well: provide valuable content.
But times have changed. Social media is now the number one way people access media sites, and large, catch-all content hubs like MSN, AOL and Yahoo are struggling to compete with more niche, targeted sites.