Why Blogging Isn’t Dead (Even If Google’s AI Is Stealing Your Clicks)
Organic traffic is fading. Google’s AI Overviews are taking over—and answering questions your content used to rank for.
It’s a fundamental shift in who owns the top of the funnel. And content marketers need to pay attention.
But here’s why this might actually be a good thing.
For years, organic traffic has been the north star. For one thing, it’s one of the easiest to measure. And losing those search visits? It doesn’t just hurt your stats—it feels like losing the proof that your blog actually matters. And that definitely stings.
But organic clicks aren’t the only way your blog can make an impact.
Even if that traffic slows down, there are many ways your blog can still building trust, shaping how people see your brand, and help influence decisions.
If you’re starting to wonder whether blogging still has a place in your strategy—this post is here to show you why it absolutely does.
Plus, how you can shift your approach and make it work for you.
How Blogs Fit Into Brand Strategy in the Age of AI
1.Blogs Build Brand—With or Without the Click
If you’ve ever questioned whether blogs are still worth the effort—especially when the traffic doesn’t show up—it’s worth zooming out.
Your blog is your voice, in long form. It’s where you shape the narrative and show the thinking behind your product or solution. Not just what you do, but how you approach problems, what you believe, and what makes your company different.
This kind of influence doesn’t always show up in a traffic report. But it shows up in other places:
A sales lead referencing a post on a discovery call
A prospect recognizing your name because they’ve seen you in search
A partner forwarding your article internally as a “we should be thinking like this” moment
Even without clicks, blogs anchor search visibility. Just seeing your blog title or brand name in an AI Overview, featured snippet, or “People Also Ask” result still contributes to brand recall. It signals credibility. It associates your name to the topics people care about. And it makes you more familiar when they are ready to act.
As Rand Fishkin has pointed out, influence is increasingly detached from attribution. AI surfaces the most recognizable, trustworthy names. That means showing up—even without clicks—is a form of modern brand-building. People remember what they see, not just what they engage with.
A consistent, thoughtful blog strategy keeps you in the conversation—even if Google no longer gives you the organic clicks to prove it.
2. Blogs Fuel More Than Just Search
A strong blog post isn’t a one-time play for rankings. It’s the raw material that powers everything else you’re doing. It can be repurposed, reshaped, and reused across channels that don’t rely on search at all.
If a blog post only gets 30 organic clicks but sparks a conversation on LinkedIn and helps close a deal two weeks later… was it really low-performing?
So even if a blog only gets 20 clicks from organic search, it might:
Anchor a newsletter that reaches thousands of subscribers
Become a LinkedIn carousel that sparks a conversation
Get linked in a follow-up email from sales
Support a webinar or training
Show up in customer onboarding or internal enablement
If organic search is slowing down, it just means you need to open up more on-ramps.
A good blog doesn’t live or die by search performance. It’s source material for the rest of your strategy.
If search performance is slowing, the answer isn’t to do less. It’s to get more out of what you’ve already created.
3. Blogs Drive Action—Not Just Awareness
Most people still think of blogs as top-of-funnel content. A way to teach, build awareness, and maybe—eventually—get someone on your list.
But too many blog posts stop at education. They teach, then trail off. No CTA. No product context. No hint of what to do next. That’s a missed opportunity—especially when someone is already engaged enough to scroll all the way down.
As Benji Hyam from Grow and Convert has pointed out, that with bottom-of-funnel queries, AI mentions specific brands and products based on the details in your content.
But truly, Grow and Convert has been saying for years that blogs can do a lot more than educate. When written with the right intent, they can act as bottom-of-funnel assets that sell while you sleep. The key is shifting from a purely informational mindset to a more strategic, conversion-aware approach.
That doesn’t mean hard-selling in every post. It’s about taking a conversion copy approach: lead with value, meet the reader where they are, and then clearly offer a next step.
If you’ve aleady earned someone’s attention, it’s only polite to show them the door that leads to solving their problem:
Naturally mention your product or solution —after you’ve earned it, when it actually fits the context
Use CTAs that match the reader’s stage (not everyone’s ready for a sales call—some just need a worksheet)
Refresh older posts so they reflect today’s search behavior and buyer needs
Then start tracking deeper metrics: Forget “Did this post get traffic?” and start asking: “Did this post move someone closer to becoming a customer?”
Leads generated
Demo requests
Email signups
Downloads
Even HDYHAU (“How did you hear about us?”) form responses
Those are the signals that show your content is doing its job. Not just informing—but moving someone closer to making a decision.
4. Now’s the Time to Double Down on BOFU Content
As AI continues to take over the top of the funnel, a lot of the questions blogs used to rank for—“What is X?”, “How does Y work?”—are now being answered directly in AI Overviews. That real estate is shrinking, and it’s not coming back.
But that shift opens up a smarter opportunity: invest in bottom-of-funnel content.
Search has never been just about curiosity. High-intent buyers have always been out there—looking for comparisons, alternatives, and product-specific insights. The problem is, most blogs weren’t built to serve them.
When someone searches for “best tools for [use case]” or “[competitor] alternatives,” they’re narrowing down their shortlist. If you’re not in the mix, you’re out—often before a sales conversation even starts.
These “ready-to-buy” people are still searching.
In fact, as Rand Fishkin recently pointed out, BOFU queries like “best tools” and “alternatives” are still showing up in AI search results. In some cases, they’re even driving more homepage visits—because the brand gets mentioned in AI and becomes part of the buyer’s next click.
BOFU content isn’t about being pushy. It’s about showing up when buyers are already looking for a solution—and helping them make a confident decision.
Grow and Convert has long argued that blogs are often more effective than product pages at doing exactly that. They give you the space to explain, build trust, and show how your solution fits—without sounding like a pitch.
Types of content that work well here:
Comparison posts (yes, even with competitors)
“Best tools for [use case]” roundups
Alternatives to well-known solutions
Deep dives into categories or use cases where you already win
If you’ve been relying on TOFU to drive volume, this shift might feel like a loss. But this is actually an opening.
Because now you can stop chasing volume and start creating content that speaks directly to people who are ready to act and keeps working in the background—long after it’s published.
Blogging isn’t dead. But how we define success? That needs to change.
AI Overviews have and will continue to reshape how people interact with organic search—but they haven’t made thoughtful content irrelevant.
If your blog is built to drive impact—not just traffic—it still has real power. Now more than ever.
The future of content demands better tools to measure that impact—and more content creators who are thinking beyond sessions and chasing real outcomes and earning relevance.
Because this isn’t just about getting found. It’s about being useful when it matters most. Whether that’s on search, an AI-generated answer or a sales conversation.
Yes, people may not always click your link, but your content is stil l—feeding the digital ecosystem- shapeing what people know, what they share, and who they trust.
That’s where the real value is—and the brands that shaping the conversation are the ones that people will remember, trust, and choose.
