Are SEO blog posts still useful in the age of AI?
Quick answers…
Yes! An on-site blog full of informative, engaging SEO articles still work wonders for businesses - for boosting search rankings, establishing your brand voice, and building consumer trust.
Though AI-powered search is now competing with Google, those AI crawlers are still getting most of their info from highly-ranked SEO blog posts.
AIO - which boosts the chance of your content appearing in AI Overviews and LLMs - follows many of the same rules as SEO (plus adds a few of its own). Consider optimising your blog posts for both, if appearing in AI search is a priority for you.
When I tell people I’m a copywriter and content specialist in Bristol, and that means I write a lot of blog posts, occasionally they respond, ‘Oh. Are blog posts that useful anymore?’
I get it - it’s the age of AI and TikTok, attention spans are shrinking, and you’re told over and over to just create trending reels and shout loudest if you want anyone to notice you.
And does anyone actually read blogs these days? Is reading a dying pastime?
I’d love to get into these philosophical what-ifs over a wine and a crisp, but here and now, we’re focusing on benefits to your business, so the easy answer is yes, blog posts are still massively beneficial to your business, even in the age of AI Search - and here’s why.
AI search pulls a lot of info from highly-ranked SEO blog posts
A big hand for Search Engine Optimisation 🙌 She’s been repping these streets a long time, folks - and she’s still workin’ it!
We’ve known for years that blog posts written with SEO can boost your organic traffic; in fact, blog posts are the most common type of content to appear in the top 5 Google results.
What has now become clear is that AIO (Artificial Intelligence Optimisation) values much of the same blog post criteria as SEO - things like quickly answering the main query, using reputable sources, being engaging in tone, and using layered, structured headings.
One main difference is that AIO has capacity to answer long, conversational queries, but prefers to cite focused content that answers these topics in a very skimmable and concise manner (doesn’t ask for much, right?).
The good news is you don’t need entirely separate strategies if you want to optimise your content for both SEO and AIO - luckily, there’s a lot of overlap in what they like.
Yes, people still read blog posts - if they’re engaging
Blog posts are still super useful for businesses - in fact, companies with blogs produce an average of 67% more leads per month than companies without active blogs. So, yes people read blog posts - but with one caveat: not if they suck.
Boring, soulless or rambling blog posts that don’t clearly relate to what you’ve asked in the header will actually damage your Google ranking, clog up valuable space on your website and have people looking elsewhere. Obviously AI-generated articles aren’t appreciated, either - a 2026 Optimizely study showed 62% of consumers trust marketing content less since the introduction of generative AI.
The most useful, effective blog posts are full of engaging and accessible information, written in a human way that people can’t resist reading.
They’re a brilliant way to connect to your customers and build credibility
You can’t always wax lyrical about your products and services on your homepage, or even on social media - but you can get into the nitty-gritty details on the blog. This is where your customers can dive right in, get to know your brand, learn more about your products, services or industry, and over time, build trust in your credibility.
Over half of people conduct a bunch of online research before considering purchasing from a brand or business, and blog posts are a big part of that - so if you skip the blog, you’re taking a risk.
Entertaining and memorable blog posts are great for brand reputation
Sure, blog posts that cover the spectrum of your sales funnel, respond to points in your customer journey, and comprehensively unpack all the features of your products/services are mighty. They form the foundation of a good blog content strategy.
But don’t discount funny, off-piste blog posts that really show off your brand personality - they’re amazing for getting you remembered and encouraging repeat custom. Take the Dollar Shave Club - their irreverent and witty articles get more saves and shares because of their rep for being informative AND weird.
Here’s a good one on ‘Men’s Insane Skincare Routines’, and another beaut: ‘Why do I get groin stank no matter how much I shower?’
You’re welcome on that one.
Evergreen articles that keep being searched for have timeless value
Evergreen blog posts basically never go out of date - their value maintains or even builds over time as the information they provide is continually searched for and shared.
These are golden for businesses as they continue to do hard work in the background, while ad-hoc, trend-based blog posts are good for quick wins. Examples of evergreen posts could be ‘How-to’ guides, answering FAQs in-depth, or ‘Best Ways to Use…’ and so on; basically, articles that answer queries your people will keep asking. The more useful and enticing your content is, no matter how times change, the more likely it will be read and shared with longevity.
“So how do I make my blog posts stand out?”
Glad you asked. Here are some quick-fire tips for writing great, useful blog posts for your business:-
Have a strategy for your blog posts.
Answer questions your customers always ask.
Stick to a well-established brand voice
Go off-piste sometimes and have fun!
Bring in an excellent copywriter 👋
If you want to infuse POWER into your blog posts, get in touch with me today. We can chat about how I can write irresistibly readable posts for your business, and how a blog content strategy can improve your organic traffic, visibility and brand identity.
Photo by Cemrecan Yurtman on Unsplash
