Is Having a Blog on Your Website Actually Worth It? Does Anyone Actually 'Blog' anymore?
I've found that most of my clients typically think “Do I really need a blog? Who is actually going to read it?” and honestly... that's a fair question.
And here's something I think business owners should consider and what I explain to my clients:
Your blog isn't necessarily there because you expect people to sit down and read every post... because they don't. People don't typically "follow" blogs anymore. BUT heres the secret....
Your blog is working behind the scenes to bring people to your website, give search engines more context about your business, create internal links between your pages, and establish your expertise in your industry.
When it's strategically planned, a blog can become a powerful part of your website's SEO and GEO strategy... trust me. It works for me and my clients! (I mean... you're here reading this 🙃)
Your Blog Is More Than Something People Read
Think about how someone usually finds a business online.
They may not search for your business name.
They may search a question.
They may search for a problem they're having.
They may search for information about a service.
They may even ask an AI tool a question like: “How long does it take for Botox to work?? I just got it done 4 days ago and I still see more wrinkles.”
Your blog gives your website an opportunity to show up in those searches.
For example, an aesthetics business might create a post called:
“How long does it take for Botox to work?"
Someone searching that question above, may land on this blog post and even if they had never heard of the business before.
They might read the entire article.
Or they might skim it.
Or they might get the answer they needed and move on.
And that's okay.
The value of that blog post isn't dependent on someone reading every word.
The value is that the post created another entry point into the website.
Your Blog Can Bring Traffic to Your Website
Every strategically written blog post gives your website another opportunity to appear for relevant search terms.
Instead of your website only targeting keywords around your main services, your blog can target the questions and topics your ideal clients are searching for.
That creates more opportunities for people to discover you.
Google's guidance emphasizes creating helpful, people-first content that provides useful information and demonstrates expertise rather than creating content simply to manipulate search rankings.
And there is data supporting blogging as a traffic and lead-generation strategy. HubSpot's 2024 blogging research found that 49% of businesses that blog use it for lead generation, while 34% use it specifically for SEO.
But here's where I think businesses sometimes misunderstand blogging:
The goal isn't to get someone to read a 1,500-word article from beginning to end..... not at all! People don't do that...
"The goal is to get the right person onto your website.
Once they're there, your website should do the rest."
Internal Linking Is a Big Part of the Strategy
This is one of the reasons I like having a blog as part of a larger website strategy.
Your blog posts can naturally link to your service pages, other relevant articles, contact page, or other important areas of your website.
For example, a blog post about choosing the right facial treatment might link to:
→ Your facial services→ Your skincare products→ Another related educational post→ Your booking page
Now your blog isn't just sitting on your website by itself.
It's helping connect the different pieces of your website.
And those internal links also help search engines understand how your pages relate to one another. Google has stated that they LOVE internal linking. You should have internal linking all around your website aside from your blog but having the blog posts adds more content and makes more opprotunities for internal linking. (plus its easy haha)
...And This Is Where GEO Comes In
SEO helps your website become discoverable in traditional search.
GEO, Generative Engine Optimization... focuses on making your content easier for AI-powered search experiences to understand and use when answering questions.
When you create well-structured content that clearly answers questions, explains concepts, and demonstrates real expertise, you're giving search engines and AI systems more context about:
Who you are.What you do.What you know.And what topics you're an authority on.
Read more about GEO vs SEO:
Google has also stated that the same foundational SEO principles apply to AI search features, including creating unique, valuable, people-first content.
So no, I don't recommend writing blog posts simply because you think “AI might pick this up.”
I recommend creating genuinely useful content that gives your website more opportunities to be understood, discovered, and connected to relevant searches.
Your Blog Also Shows Your Authority... Even If They Never Read It
This is an underrated part of blogging.
Someone might land on one of your service pages and notice that you have dozens of articles answering questions about your industry.
They may never read a single one. (They probably won't)
But they will think "This business knows what they're talking about! They have all these posts so I know they can answer all my questions too. Id trust them! Plus they took the time to create all this! They are legit!"
Your blog becomes a visible library of your knowledge, your time, your dedication to your business and clients.
And when someone does land on an article, you've already started demonstrating your expertise before they ever contact you.
You don't have to constantly tell people you're an expert.
Your content will show them.
What Should You Actually Write About?
This is where having a blog becomes strategic rather than just having a section of your website called “Blog.”
Your posts should be based on what your potential customers actually want to know, what advice you'd give them, how you can help them...
Depending on your business, that could include:
Frequently asked questions
How-to guides
Service-related questions
Comparisons and “which is right for me?” topics
Common problems and solutions
Industry education
Local topics
Client success stories
Questions people ask before purchasing
Topics related to your products or services
The specific topics should be different for every business.
A medspa shouldn't have the same blog strategy as a real estate agent. A photographer shouldn't have the same strategy as a financial advisor....
Your content should support the way your customers search, research, and make decisions and this looks different for EVERY business.
"This is something I help my clients with! I get to know you, your business and your target audience to really customize your experience, create a good strategy and website design to help grow your business in multiple ways!"
A Client of Mine Didn't Think They Needed a Blog
I had a client who initially didn't think adding a blog to their website was necessary.
And honestly, I understood why.
They weren't interested in spending hours writing articles that people might never read.
So we didn't approach the blog as something they needed to constantly promote.
Instead, we built it into the website's overall strategy.
We created content around topics their potential customers were already searching for and connected those posts back to relevant pages throughout the website like thier products and the multiple services they offered.
The result?
The website began bringing in additional traffic, and that traffic contributed to increased sales.
The important part wasn't that thousands of people were sitting around reading their blog posts.... because again this isn't the goal and is useless...
The blog posts were acting as doorways into the website.
Someone searched for a question....They found the blog.
They discovered the business.
They found the service. (The service was also listed within the blog post, so they didn't need to dig to find what they were looking for)
And some of those visitors eventually became customers!
That's the power of strategic content.
So, Is Having a Blog Worth It?
For the right business, yes.
But I don't recommend starting a blog just so you can publish something every Tuesday.
A strategic blog is a traffic tool, not a social media platform.
It's an opportunity to:
Target additional SEO keywords
Answer questions your ideal customers are searching
Create internal links throughout your website
Give search engines more context about your business
Create content that can support GEO
Demonstrate your expertise
Create additional entry points into your website
Guide visitors toward your services
and honestly much more...
And if you have a specific reason to send someone to a blog post, maybe you want them to understand a process, answer an important question, or learn more about a topic, then absolutely, guide them there; I do this.
But you don't need to build your entire blog strategy around getting people to read every article from beginning to end.
Your blog can be working for your business even when nobody is sitting there reading it.
That's what makes it such a valuable part of a well-planned website... and Im here to help my clients with all of this!
© HM Digital Design, LLC
Rooted In Partnership & Built To Move Your Brand Forward.
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