TL;DR
- Search is more conversational and AI-driven.
- Blog posts can help you show up in AI Overviews because they can target the longer, more specific questions users are asking.
- Clear, value-added blog posts build trust and authority, making blogging essential for search engine optimization (SEO) and AI visibility.
In SEO, we hear this question from clients all the time: “Why do we need to blog?” Understandably, they want to focus more on pages that more frequently drive conversions: product pages, category pages, service pages, etc. Blogging can feel like a time-consuming effort that doesn’t directly translate into revenue. However, the reality is that blogging is arguably more important now than ever.
The Shift from Keywords to Questions
Search has changed dramatically. Searchers are moving from typing in short, fragmented keywords to long-tail, conversational searches that frequently include full questions and comparisons. Instead of searching for things like “running shoes,” “financing a car,” and “marketing agency,” users are more often asking:
- “What are the best running shoes for flat feet?”
- “Who gives you the best deal when financing a car?”
- “Which marketing agency is the best for a small business?”
These longer, more specific queries reflect how people actually think and how they speak to AI tools. From an SEO perspective, this shift matters because these longer, question-based searches tend to be less competitive and more intent-driven.
For example, if I’m simply searching for “running shoes,” I might browse for a while and end up not making a decision and calling it a day. But if I’m adding elements to the query that focus the search, such as “what are the best running shoes for flat feet,” then I’m likely much closer to making a purchase decision.
This is where blogging shines. Blog posts allow you to capture that question-based traffic, build trust, and guide users toward conversion-focused pages when they’re ready.
Strengthening Authority Through Blogging
Google rewards brands that demonstrate E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) in their content. And what’s a great way to show off your experience and expertise? Blogging, of course!
Consistent, high-quality blog content helps your website become a truly connected ecosystem. This approach pays off in a few key ways. Internal links from blog posts help distribute authority to product and service pages. Topical coverage helps search engines understand the breadth of your site’s relevance. And over time, these both increase the likelihood that your pages rank better, decreasing dependence on paid traffic.
Become the Source
AI-powered search experiences aren’t inventing answers out of thin air, most of the time anyway. They are pulling from existing content across the web. And the type of content they are going to favor is the kind that answers questions clearly and is written in a way that is easy to understand and summarize.
Most product and service pages just aren’t built for that. Blog posts give you the space to answer the why and how behind what you offer, not just the what. If you want to increase your chances of showing up in AI Overviews, you need to be a trustworthy source, and blogging will give you more opportunities to achieve this.
Writing Blog Content that Works for AI and Humans Alike
Blogging in a world where AI search is rapidly gaining ground means you have to adapt and change the way you structure your posts. People and AI platforms alike tend to prefer easily digestible, scannable content that makes it easy to locate the information they’re looking for without having to slog through a dense monologue. This is where content chunking comes into play. Effective blog content today often features:
- Clear, descriptive headers;
- Bullet points and numbered lists;
- TL;DR summaries or key takeaways;
- Highlight sections that call out important points.
This kind of structure makes it easier for AI to interpret your content, but it also improves engagement levels for visitors. When someone can quickly find answers and move to the next step in the conversion funnel, that’s a win-win for all involved.
Keep the Human Touch
Although AI seems to be all anyone is talking about these days, people still want content that feels human and speaks to them. AI is a powerful tool, but it doesn’t have real-world experience or understand nuance the way that a human does. Readers can usually tell when something feels overly robotic. This doesn’t mean that AI doesn’t belong in the blogging process. When used strategically, AI can assist with:
- Brainstorming blog topics based on search intent;
- Identifying related content or content gaps you may not have thought of or come across in your research;
- Generating outlines;
- Improving clarity in cases where the content may be a bit dense.
While AI can support the process, it shouldn’t be the final voice. Human insight ensures the content is accurate and aligned with your brand.
Offer Conversion Elements
While blog posts are often structured to address informational queries, they also provide valuable opportunities to guide visitors to pages with higher conversion intent. Including thoughtfully placed calls to action, internal linking to relevant ecommerce or services pages, or shoppable elements such as a “Recommended Products” section can create a natural transition from research to action. These elements offer a logical progression towards conversion and support movement through the funnel.
Integrating conversion pathways into blog posts ensures that you are equipping users with both the information they seek and clear next steps to encourage their action.
Blogging Helps You Stay on Top of an Increasingly AI-Driven World
With search becoming more conversational and answer-focused, blog posts remain one of the best ways to provide the helpful, concise information people want when they need it. Blogging is one of the strongest tools you have to stay relevant in both AI search and traditional organic search. Brands that continue to invest in thoughtful, well-structured blog content that displays human-generated E-E-A-T are the ones most likely to stay visible as search continues to evolve.
