For some companies, a blog can be a valuable tool for visibility and customer engagement. For others, it may not provide enough return on the time and resources required.
The question is: does your website really need one?
This article explores the role of blogs in SEO and AI, the benefits and drawbacks, and how to know if it’s the right fit for your site.
Why Add a Blog to Your Website?
Blogs can support a website in several ways:
- Search visibility: HubSpot found that companies that blog receive 55% more website visitors than those that don’t.
- Lead generation: Businesses with blogs often see stronger growth, sometimes reporting 67% more leads.
- Trust and credibility: Sharing insights and expertise helps position a brand as knowledgeable and approachable.
- Content repurposing: A blog creates material that can be adapted into email, social posts, or videos.
Key takeaway: Blogs expand a website’s reach, but only when the content is consistent and valuable.
The Blog’s Role in the Customer Journey
- Awareness: Educational posts introduce your brand.
- Consideration: Guides and comparisons show expertise.
- Decision: Case studies and testimonials support trust.
Demand Gen Report found 62% of B2B buyers rely on blog content when making purchase decisions.
When You Should Consider Blogging on Your Website
Blogging makes sense when it aligns with your goals and resources. For example:
- If your customers often ask questions that require detailed answers, a blog can provide those explanations in a way your main service pages can’t.
- If you want to build authority in your industry or local market, blogging helps show expertise and build trust over time.
- If you plan to use content for multiple purposes – such as email newsletters, social media posts, or guides – a blog becomes a natural starting point.
When approached strategically, a blog can become a long-term asset that supports both marketing and customer service.
When a Blog May Not Be Necessary
Not every business benefits from blogging. For example:
- If your services are highly specialized and fully explained on your main site, a blog may not add much.
- If you cannot commit to producing high-quality posts on a regular schedule, the blog can become outdated or even harm credibility.
- If content is written just to “have a blog”, without strategy, originality, or usefulness, it rarely ranks well in search engines.
Research shows that one of the main reasons most business blogs fail is a lack of a clear content strategy. Posting for the sake of posting typically wastes time and resources.
How AI and Search Evolution Affect Blogs
Search is no longer limited to the familiar list of blue links.
AI-powered results, such as Chat GPT, Google’s Search Generative Experience (SGE), and Bing’s AI answers, now provide answers in summarized overviews at the top of search pages or in chat boxes. These tools often cite sources directly in their answers, giving businesses a new way to gain visibility.
If your blog includes clear, people-focused explanations backed by real experience, it may be chosen as a cited source in these AI-generated responses. That can place your brand in front of readers even if they don’t click through to your site.
At the same time, traditional SEO still matters.
A well-structured blog post can rank for keywords your customers search on Google, bringing direct traffic to your site. For example, a local roofing company writing about “how to spot hail damage on shingles” could rank for that keyword while also being referenced in AI summaries about storm repair.
The key difference is quality.
According to a 2024 Search Engine Journal survey, 72% of marketers believe original research and firsthand insights are the best way to stand out in AI-driven search. Generic or recycled content rarely earns citations or rankings.
Key takeaway: High-quality blogs can give you two advantages: being cited in AI overviews for broader visibility, and ranking for specific keywords that bring customers directly to your website.
Benefits Beyond SEO
Even when traffic gains are slow, a blog can still help by:
- Building authority in your field
- Giving prospects educational resources to review before buying
- Supporting partnerships and obtaining backlinks
Edelman’s research shows 63% of consumers trust a brand more after reading thought leadership content.
Common Misconceptions About Blogging
- “Nobody reads blogs anymore.” Statista reports there are still 31 million active bloggers in the U.S. alone, and readers continue to rely on them.
- “Only large companies can benefit.” Small businesses often see faster impact by focusing on niche or local topics.
- “Blogs should only promote services.” Effective blogs answer customer questions and address challenges, not just advertise.
Common Blogging Mistakes
- Writing only about company news
- Skipping keyword research
- Posting irregularly
- Ignoring promotion and distribution
Key takeaway: A blog without planning or consistency will likely fail to deliver results.
How Often Should You Publish?
There isn’t a one-size-fits-all answer to blog frequency. The right schedule depends on your goals, resources, and audience.
Publishing once a week can keep your brand top of mind, but it only works if every post is well thought out and provides real value. A smaller business with limited time might be better off posting once a month, focusing on high-quality articles that directly answer customer questions.
Key takeaway: Choose a schedule you can realistically maintain, and focus on producing content that is consistently helpful and relevant to your customers.
Conclusion
So, does every business website need a blog? Not necessarily.
Blogs can build visibility, authority, and trust – but only if they’re well planned, regularly maintained, and written for real people. If your business has limited resources, focusing on optimizing core website pages may be a better first step.