Should I have a blog on my website?

Blogs have been website staples since the dawn of the internet, but are they still relevant? 

With so many changes happening in the world of marketing, it’s no surprise that the industry is reevaluating the building blocks of what a successful website looks like. The emergence of LLM (Large Language Models) is just one disruption.

The internet now has an abundance of content, thanks to how easy it is to produce the written word on AI tools. But a new gap is emerging between good content and bad content.

Every day, around 6–7.5 million blog posts are published online, illustrating both the scale of content creation and the challenge of standing out with quality writing.

What this tells us is, yes, users still want content, and blogs are some of the best leverages for this. The trick is to make it valuable.

Are blogs still relevant?

Some argue that blogs are outdated. That might not be a surprising claim in an era dominated by video content, short-form social media posts, and AI-generated summaries.

After all, why read a 1,000-word article when you can watch a two-minute clip or scroll through a TikTok?

However, written content still plays a crucial role in building long-term visibility and authority online. The crux is that blogs provide a different function than other formats, like video. They provide depth that short videos often cannot, allowing you to thoroughly explain complex topics, offer step-by-step guides, or explore nuanced industry insights.

And unlike fleeting social media posts, blogs live on your website, generating organic traffic months or even years after they are published.

Blogs are intrinsically attached to your website, signaling to search engines and LLMs that your site is active, authoritative, and relevant. They create opportunities to target keywords and answer specific questions that your visitors might have.

In short, while the format may share attention with video and short-form content, the value of well-crafted blogs remains undeniable.

How a school grew organic traffic with blogging

Organisation: Whitby School (a small independent school)

Challenge: Whitby wanted to attract the right-fit families online and extend its educational mission beyond just its physical community. With limited marketing resources, the school needed a cost‑effective way to drive meaningful traffic and leads.

Strategy: Whitby’s marketing team used regular blogging, guided by keyword research, to create content that answers the questions prospective families were actually searching for. They also embedded strategic calls to action throughout the content and improved optimisation using blogging tools.

Results:

• Organic website traffic grew by 58% within one year.

• Leads from organic traffic increased by 54% over the same period.

• Their most popular blog post accumulated over 5,000 views in six months, mostly through organic search.

  
  

This example shows how a consistent, audience‑focused blog strategy can both boost visibility and generate qualified interest, even for organisations outside of traditional commercial sectors. It highlights the value of blogging when paired with keyword insight and an understanding of your audience’s needs.

What value does a good blog offer?

A good blog will look different depending on your industry.  

For instance, a website development company might provide some how-tos on basic development tricks, like how to build a form or advice on where to add call to actions on a homepage.

In contrast, an e-commerce store might provide more aspirational content, like the top 8 trends for winter 2026.

Here’s why investing in a quality blog is worthwhile.

1. Provides your website visitors with useful information

A blog is your chance to give visitors something valuable. Whether that’s a detailed how-to, industry insights, troubleshooting tips, or even inspirational content, good blogs educate your audience.

People are more likely to return to your website if they feel they can learn something or gain practical knowledge. This builds trust and loyalty. When visitors find answers to their questions on your site, they are more likely to see your brand as a reliable resource, which can eventually convert casual readers into paying customers or long-term followers.

2. Helps build your organic traffic

Organic traffic is one of the most sustainable ways to grow your website audience, and blogs are central to this. By strategically incorporating keywords that your audience searches for and optimising your content for search engines, you can increase your chances of ranking higher on Google.

But it’s not just about search engines, AI tools and LLMs, such as ChatGPT, increasingly rely on high-quality content to answer user queries.

Every blog post you publish creates a new opportunity to be discovered, driving more visitors over time without the ongoing cost of advertising.

3. Positions yourself as an authority

A strong blog establishes credibility. By providing in-depth, accurate, and insightful content, you demonstrate expertise in your field.

This goes beyond the content itself, it’s part of your brand identity. Readers and potential clients begin to recognise your knowledge and professionalism, which builds trust. When your website consistently delivers value, people start turning to you for advice, and other websites may even reference your content, further boosting your authority.

Over time, being recognised as a thought leader strengthens both your online presence and your reputation offline.

4. Shows Google and LLMs that you’re active

Search engines reward websites that regularly update their content because it signals relevance.

Blogs are a clear indicator that your site is alive and active. For LLMs such as ChatGPT, fresh content is also prioritised when providing answers to user queries. By publishing regularly, you increase the likelihood that your website will appear in search results, AI-generated summaries, or recommendations.

An active blog demonstrates that your business or organisation is engaged, invested in its audience, and keeping up with industry trends, which can give you a competitive edge over static websites.

5. Provides a base for content repurposing

One high-quality blog post can serve as the foundation for many other forms of content. For example, you can convert it into a series of social media posts, an email newsletter, infographics, videos, or even a podcast episode.

This multiplies the impact of a single blog, allowing your ideas to reach different audiences across multiple platforms. Repurposing content also saves time and resources while keeping your messaging consistent.

In essence, a blog is not just a standalone asset, it’s a versatile tool that can fuel your entire content marketing strategy.

FAQ: Blogs on your website

Do blogs still help with SEO in 2026?

Yes. Blogs remain a cornerstone of search engine optimisation. They give search engines content to index, help target keywords, and signal that your website is active and authoritative. Well-optimised blogs can also improve your visibility on AI tools and LLMs like ChatGPT.

How often should I publish new blog posts?

Consistency matters more than quantity. A weekly or biweekly schedule works for most businesses. Even monthly posts can be effective if they are high-quality, informative, and evergreen.

Can I repurpose blog content for other channels?

Absolutely. Blogs are perfect for content repurposing. You can create social media snippets, email newsletters, videos, infographics, or podcasts based on your blog content, maximising its reach and ROI.

What makes a blog post “high quality”?

A high-quality blog is relevant, informative, well-structured, and engaging. It should answer your audience’s questions, provide actionable insights, and be free of spelling or grammar errors. Adding visuals, examples, or case studies enhances value.

Are blogs better than video content?

Not necessarily “better” they serve different purposes. Video content is excellent for engagement and brand awareness, but blogs provide depth, long-term discoverability, and authority. Combining both is often the most effective strategy.