A lot of businesses are considering cutting back on blogging.
They think it’s an “old game” that no longer works.
So we read a recent study that analyzed 20 companies—10 that kept blogging and 10 that stopped—over a 12-month period.
Here’s what it found:
Companies that kept blogging saw +85.8% more LLM (AI-driven) traffic and +9.1% revenue growth.
Those that stopped blogging lost 39.7% of SEO traffic and saw a 10.4% decline in revenue.
The difference was staggering.
Why It Happens
Because both Google and AI platforms: ChatGPT, Gemini, Perplexity, and the rest rely on fresh, structured, authoritative content to decide what to show and cite.
When you stop publishing, you stop sending those signals.
When you stop signaling, you disappear.
Blogging hasn’t died—it’s evolved.
From SEO to AEO: A New Era of Visibility
Once upon a time, blogging was about keywords and backlinks.
Now, it’s about Answer Engine Optimization (AEO) writing for both humans and the machines that interpret and distribute knowledge.
Every new post tells search and AI systems:
-
“We’re current.”
-
“We’re credible.”
-
“We’re worth citing.”
Stop posting, and those systems assume you’re irrelevant or worse, inactive.
The AI + HI Advantage
At Just By Design, we call it AI + HI: Artificial Intelligence + Human Insight.
Your blog is where that partnership comes to life. AI helps you uncover what your audience is asking; your human expertise delivers answers worth reading—and citing.
That’s how modern blogs become citation-worthy content—the kind that earns trust from both algorithms and people.
Add GEO to the Mix
If AEO helps AI find you, GEO (Geographic Entity Optimization) helps it place you.
For local businesses—dentists, builders, interior designers, manufacturers—your blog becomes a living signal of relevance and authority in your region.
Fresh, structured content tells Google and AI:
“We’re active here. We’re trusted here. We’re leading here.”
Don’t Scrap It—Restructure It
If your blog’s collecting dust, don’t delete it—restructure it.
Update your schema, refresh your internal links, and write for both the reader and the robot.
Because in the age of AI, every post is more than marketing—it’s a training signal.
You’re not just writing for people anymore.
You’re writing for the systems that decide which brands get visibility, authority, and voice.
Keep showing up, and you’ll stay in the conversation—literally.
Related Reading
Justine Kingston is the Founder and Creative Director of Just By Design, a boutique digital marketing and branding agency established in 2001. A University of Oregon graduate with over 40 years of roots in the state, she’s spent more than two decades helping businesses across Oregon—from startups to Fortune 500 companies—build strategic brands, high-converting websites, and marketing solutions that drive real business growth. Passionate about blending creativity with strategy, Justine leads every project with clarity, purpose, and an eye for long-term impact.