Are Blog Posts Still Worth It with AI Taking Over Search Results?

There’s a lot of talk about AI search taking over, especially nowadays, tools like ChatGPT, Perplexity, and Gemini can provide direct answers without redirecting a user to the websites. Also, the days of marketers relying on Google for easy organic traffic for their websites are fading fast. However, as I have observed in a range of projects, blog posts are still absolutely worth creating… just not for the same reasons as before.

AI did not kill blogging; it killed superficial blogging!

The era of short, keyword-stuffed blog posts ranking is gone. What still works is content that provides real human experience, actual data, or insights. AI can summarize information, but it can’t replicate original human experiments, niche-based human expertise, or personal stories from real-life experiences. Those kinds of blog posts remain incredibly valuable, and readers still seek them out.

What’s actually happening is a major shift in the quality of the traffic we received for our blog posts or website. While random CTR and pageviews are down, the people who do visit our blog posts or website are far more intentional. They’re looking for depth, proof, and human perspective content that is helpful.

Currently, Blog Posts Serve As:

• Authority Builders — They demonstrate your brand expertise better than any social media posts.
• Conversion Engines — Blogs help you attract potential leads and support to promote your products/services.
• Content Hubs — Blog posts can be the original resources for every other content, such as social media posts, podcasts, newsletters, and videos.
• Sources for AI — Blogs that are enriched with original insights get cited, referenced, and picked up by AI models.

 

What’s actually thriving right now is thoughtful, research-backed, personalized writing with a human touch that offers something AI can’t generate independently.

In short:

Blogging is no longer about chasing traffic for your website — it’s about building credibility, trust, authority, and creating content with lasting value.

The blogging landscape changed drastically, but the opportunity didn’t disappear. It just evolved in a better way!