New data from Neil Patel shows that businesses that keep blogging see stronger growth in both search and AI visibility. Companies that stopped lost nearly 40% of their SEO traffic and over 10% of their revenue, while those that kept publishing grew traffic from AI tools like ChatGPT by more than 85%.
Is blogging still worth it in 2025?
Yes — blogging still drives results.
Even though many people I speak with think blogging is outdated or not worth it, research by Neil Patel found that regular, structured publishing continues to be one of the strongest signals to both Google Search and AI discovery engines (like ChatGPT and Perplexity).
What the data shows
Patel’s team analysed 20 companies over 12 months — 10 that continued blogging and 10 that stopped. Here’s what they found:
- Companies that kept blogging:
- +85.8% increase in LLM (AI) traffic
- +9.1% revenue growth
- Only an 18.2% decline in SEO traffic (a normal seasonal shift)
- Companies that stopped blogging:
- –39.7% drop in SEO traffic
- Just +6.5% LLM traffic growth
- –10.4% revenue decline
In short: Blogging isn’t dead — it’s evolving into a key signal for AI visibility and customer trust.
Why does stopping your blog hurt your business?
When you stop blogging, you stop sending freshness and authority signals that both Google and AI models rely on. AI tools now scan millions of web pages to decide whose content to quote or summarise in results. Without ongoing updates, your business can fade from view.
Here’s why consistency matters
- Search engines prioritise recency. Outdated sites lose ranking momentum.
- AI models reward structured, current content. Headings, summaries, and clear explanations help AI “understand” your site.
- Regular blogs build topical authority. That authority boosts trust and conversions long after someone first discovers you.
How to modernise your blog for AI and SEO
If your blog isn’t performing, don’t abandon it — restructure it for the new era of search.
1. Write for real questions
Answer the exact questions your customers ask. Use natural, conversational phrasing like:
- “How much does [service] cost in Rockhampton?”
- “What’s the difference between X and Y?”
- “Is [industry topic] still worth it in 2025?”
2. Format for readability
AI and humans alike love structure. Use:
- Short paragraphs and bullet lists
- Descriptive headings (“What is…”, “How to…”, “Why does…”)
- Clear takeaways and bold keywords
3. Keep publishing regularly
Even one quality post a month keeps your digital signals fresh — and helps AI tools continue to reference you.
Why local businesses should care
For regional and local businesses, blogging isn’t just about global traffic — it’s about local authority.
AI systems increasingly reference “trusted local experts”, especially in industries like construction, tourism, professional services, and retail.
By maintaining a blog that uses local keywords and authentic, helpful language, you increase the chance that tools like Google’s AI Overviews or ChatGPT cite your business when people nearby ask for recommendations.
The takeaway
Blogging still works — but success now depends on how you publish, not just how often.
Keep it fresh, structured, and authentically helpful, and you’ll keep showing up where it matters — in search results, AI summaries, and your customers’ conversations.
