Blogging Isn’t Dead, But It Is Evolving
AI has completely rewritten the rulebook this year in so many ways. Everything from operations to HR to marketing has changed. You might be wondering (as many of our clients have) if blogging is still worth the effort. With organic search traffic declining and AI-generated answers taking up more and more space in search results, we understand that it can look like the golden age of blogging is over (And yet, here we are!). The truth is that blogging is far from dead, but the audience and the metrics are changing. The way people find and interact with your content is evolving, and if you want to remain visible, so should your approach.
The Shift From Organic Search to AI & LLM Traffic
Over the past year, there’s been a noticeable shift in how blog content is discovered and consumed. Organic search traffic to blogs and content-rich websites has dropped significantly, even on some of the world’s most prominent sites. AI-powered tools and large language models (LLMs) like ChatGPT, Bing Copilot, and Google’s AI Overviews have become more popular. AI has gone mainstream; These platforms are now serving answers directly to users, often before they even see traditional search results.
So yes, organic search traffic is declining, but at the same time, traffic from AI and LLM sources is on the rise. Recent industry reports show that for leading blogs, up to 12% of total traffic in early 2024 came from AI chatbots, browser assistants, and LLM-powered search, up from just 2% a year earlier. Direct and “dark social” traffic is also increasing, much of it believed to originate from users clicking links surfaced by AI tools or shared via AI-generated summaries. In fact, 41% of U.S. adults now use AI assistants as a primary way to discover information online, a number that has grown rapidly in the past year.
What does this mean for your business? It means that while you may see fewer visitors coming from traditional search engines, you have a growing opportunity to reach new audiences through AI-powered platforms. These visitors are often more engaged and more likely to take action, making them a valuable source of leads and customers.
Why Is This Happening?
The rise of AI-generated answers and summaries is changing the way people search for and consume information. Google’s AI Overviews, for example, now answer user questions directly at the top of search results, often before any organic links appear. This has led to a rise in “zero-click searches,” where users get the information they need without ever visiting a website. As of 2025, 60% of Google searches end without a click.
However, there’s a silver lining. AI tools and LLMs often cite blog posts and other authoritative sources in their responses. Over 60% of external links cited in ChatGPT responses point to blog posts and content websites. This means that if your blog is well-structured, up-to-date, and authoritative, it’s more likely to be referenced by these AI platforms, driving new types of traffic to your site.
What Does LLM Traffic Mean for Your Business?
Traffic from AI and LLM platforms is different from traditional organic search traffic. Studies show that visitors referred by AI tools spend more time on your site and are significantly more likely to convert into leads or customers. In fact, blogs that maintain a regular publishing schedule and focus on high-quality content have seen a 14% increase in leads attributed to AI and LLM referrals, helping to offset declines in traditional SEO-driven leads.
Being cited by AI tools also builds your brand’s authority and trustworthiness. Even if users don’t click through immediately, seeing your business referenced by a trusted AI assistant can increase your credibility and influence in your industry, and this may well become a direct factor in SEO in 2026 or beyond.
How Businesses Are Winning with LLM-Optimized Blogging
Some companies are already adapting their blogging strategies for the AI age and seeing impressive results. For example, businesses that double down on structured, authoritative content and use AI-assisted writing tools have reported significant increases in blog traffic and engagement. Others have shifted their SEO strategies to focus on LLM visibility, finding that AI-referred traffic is more engaged and more likely to take action.
We have kept our blogging frequency the same and still use our seasoned copywriter to write the content, but we have adjusted the style to better suit LLMs, rather than focusing on SEO structure for organic search.
How You Can Adapt Your Blogging in the AI Era
If you want your blog to thrive in this new landscape, here are some practical steps you can take:
- Focus on Authority and Structure
Write in-depth, well-organized posts with clear headings and concise answers. Including FAQ and Q&A sections can help your content get picked up by AI tools. Whereas once we favoured long-form content, you may have noticed we now use abundant lists and bullet points. It’s the same content we would have written before, but styled to be LLM-friendly. - Implement Structured Data
Use schema markup to help AI and search engines understand your content and surface it in relevant responses. We usually see clients’ sites have standard schema only, and this can be punishing in terms of visibility. Make sure your site in general has optimal schema, and add specific schema, such as FAQ, to relevant pages to get the most bang for your buck. - Keep Content Fresh
Regularly update your posts with new statistics, trends, and insights. AI platforms prioritize up-to-date information, meaning your old blogging schedule should continue. A stagnant site falls down Google’s ranking, but will now also disappear from LLMs, too. - Build Topic Clusters
Group related content together to establish your site as an authority on key subjects. We’ve done a series on website elements specifically for small business owners, and we’ve also done multi-month deep dives into topics. - Distribute Across Platforms
Repurpose your blog content on LinkedIn, Medium, and industry forums to increase the chances of being cited by AI tools. AI also seems to love Reddit and Substack, so it might be worth revisiting your platform strategy if LLM visibility is high up your list. - Monitor AI Mentions
Use analytics tools to track referrals and mentions from AI platforms, and adjust your strategy as needed.
Blogging Isn’t Dead, But It Is Evolving
The rules of blogging have changed, but the opportunity is bigger than ever. By adapting your strategy for the AI and LLM era, you can maintain (and even grow!) your brand’s visibility, authority, and impact, even as organic search traffic declines. And who knows what algorithm changes we can expect in 2026. The two sets of traffic sources may merge SEO in ways we have yet to discover.
If your blog hasn’t been delivering results, don’t scrap it! Restructure it. Restrategize it. Focus on what matters to both humans and AI: clarity, authority, and relevance. The future of content discovery is here, and your blog can still lead the way.
Want to take blogging off your list? Need a hand optimizing your content creation strategy? Book a free strategy call and we’ll help you make the most of these changing trends.
