Is Blogging Dead? The Impact of AI, Ads, and More

Is Blogging Dead? 

No, blogging is not dead. The demand for blog content is still incredibly high, and the output remains high, too. Here are just a few statistics that confirm this: 

• 83% of internet users read blog posts, which translates to roughly 4.44 billion blog readers. (Source)
• 7.5 million blog posts are published every day.  (Source)
• 71% of B2B buyers consume blog content during their buyer journey. (Source); 
• Around 70% of consumers prefer blogs over advertisements to learn about companies. (Source)

So, with that high level of both consumption and production, we can safely say that blogging is not dead - not even after ChatGPT, AI Overviews, or Reddit’s takeover of the SERPs.

So… Why Do People Say Blogging Is Dead? 

The concerns, worries, and negative prophecies aren’t new. People have always been saying that blogging is dead, even during what many consider the golden age of blogging. Google Trends confirms this.  

The phrase “blogging is dead” has been steadily googled since 2004, with search volumes even being higher in the past than now.

With that said, there are indeed some specific reasons why people have recently claimed that blogging is dead. 

The main reason is that blogging has evolved so much, and the landscape has shifted dramatically in recent years. This is particularly due to:

• ad- and AI Overviews-dominated SERPs
• the rise of AI
• algorithmic changes
• high competition

Let’s look at how these changes have impacted blogging and bloggers in more depth.

Ad and AI Overviews Dominance

Google’s search results are increasingly becoming pay-to-play. Organic rankings keep getting pushed further down as ads, shopping carousels, and now AI-generated answers claim top real estate. 

Even if you rank #1, you might still see fewer clicks than before. In fact, this is very likely, considering that organic CTR plummeted from 1.41% to 0.64% YoY for queries where AI Overviews appear.

Users no longer need to scroll, compare sources, or click through to read full articles. 

The AI extracts key information, delivers it in a neatly packaged summary, and moves them along, often without them ever visiting the sites that originally provided the content.

That’s why some consider AI Overviews in particular to be ‘outright stealing content’ from bloggers:

In short, blogs are becoming less visible in the SERPs as ads and AI overviews dominate the top results and push organic content further down. This, in turn, typically leads to fewer clicks, less traffic, and fewer conversions - the real domino effect.

One thing to note here, though, is that AI Overviews often include a list of sources. So, they can still send traffic to sites they use as references.

AI Answer Engines

Search isn’t what it used to be. Instead of combing through multiple sources in the SERPs, many people are now turning to AI tools like Perplexity and ChatGPT for answers. 

For the most part, they offer instant, complete, and effortless results. 

These systems are trained on existing content (yours likely included), yet they don’t necessarily send traffic back to it. They refine, summarize, and improve existing content, while blogs that once thrived on search traffic see their numbers dwindle.

This marks a fundamental shift in how people consume information, and it’s not likely that we’re ever going back. Getting tailored-to-you answers on a silver platter is just so much more convenient, and most of us can’t deny it 10Xs our user experience.

For many bloggers, the realization is setting in: the search is changing, and in a way that doesn’t guarantee traffic to sites despite perhaps using their content.

In our opinion, though, bloggers fail to realize that answer engines can just be one more channel referring traffic to their content. Users who want more in-depth answers will click on their site (if it’s listed as a source), or they’ll still be turning to Google directly.

Many site owners, including us, report increasing traffic from tools like ChatGPT or Gemini.

Algorithm Shakeups

Many bloggers would tell you that Google’s algorithm is about as stable as a house of cards in a hurricane. 

One day, you’re getting steady traffic; the next, an update drops, and suddenly, your organic reach plummets overnight. It’s not unusual for blogs to almost completely lose traffic from Google in a single day. 

Some of the biggest recent shakeups include:

• E-E-A-T prioritization: Google now favors content that showcases Experience, Expertise, Authoritativeness, and Trustworthiness, which means surface-level content won’t rank.
• UGC prioritization: At the same time (and quite paradoxically), Google seems to favor user-generated content on Reddit and Quora over, say, blogs owned by verifiable entities.
• Spam & link crackdown: Google is getting stricter on backlink quality and penalizing low-value or paid links. That's why we always recommend purchasing backlinks that are high-quality.

Many people have reported losing almost all of their traffic and rankings due to various updates, but with no real logic behind it. Others, however, say this means they had been implementing bad SEO practices.

It’s hard to say who’s right.

We lean toward believing that two things can be true at the same time. Some bloggers may just be collateral damage and suffer unfair losses, while others may in fact get punished for using tactics that violate Google’s guidelines.

Either way, this unpredictability is driving many users away from blogging and toward more stable platforms and content channels.

Competition Is Brutal 

Another reason why many say blogging is dead is that competition is brutal.

It’s never been easier to start a blog - and never harder to make it successful. The internet is flooded with AI-generated content, media giants, and niche experts all competing for attention.

Simply writing a decent post isn’t enough. Your blog needs to be:

• Flawlessly optimized (SEO, backlinks, site speed, user experience).
• Engaging & scannable (headers, bullet points, visuals, storytelling).
• Uniquely valuable (personal insights, case studies, research).

For example, let’s say you write about productivity tips.

• Basic list of time management hacks? AI can generate that in seconds.
• Detailed case study on how you used a specific method to double your productivity? That’s valuable.

Blogging alone won’t make you stand out. You need a strong personal brand, original voice, and content that actually resonates.

Also, now more than ever, good SEO practices matter. If you want to secure any type of meaningful visibility, you need to be among the top #3 results. 

Other Factors

Of course, other factors may be contributing to the supposed death of blogging, too. 

For example, many users report seeing more social media results in the SERPs, which further indicates a heavy emphasis on user-generated content. 

Also, SERPs are now largely dominated by more visually appealing and interactive elements, such as images, videos, and shopping features. This makes it even more difficult to stand out as a traditional blogger.

Just consider the many different elements we now see on a typical search results page:

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So, with all of this said, should you give up on or stop blogging? 

In our humble opinion, if you run a business, you can’t afford to. 

Most businesses still largely rely on their blog content to not just attract, but also nurture traffic. 

Let’s also not forget that Google still has about 90% market share, and far more people are still using search engines than AI answer engines. This means blogs are still very much capable of attracting visitors to sites.

Finally, keep in mind that many businesses (especially in the B2B space) do still run blogs. Not doing the same could cost you your competitive edge. For us personally, it’s too big of a risk.

Truth be told though, living solely off blogging may be very difficult to attain today, at least according to many reports by affiliate bloggers. 

Even so, everything is possible with hard work and good practices. We’ll share some below.

How to Make Blogging Work for You

Blogging today isn’t as simple as writing great content and waiting for traffic to roll in. 

The landscape is too crowded, search engines are too unpredictable, and AI is reshaping how people find and consume information. If you want blogging to be a meaningful driver of growth, you need to be intentional, adaptable, and strategic.

Blogs that thrive today aren’t passive. They don’t wait for search engines to send traffic. 

Instead, they build audiences, create demand, and establish authority beyond the algorithm.

Here’s how you can do the same:

Leverage, But Don’t Overdo SEO

SEO is still one of the strongest levers for getting traffic to your blog. 

However, it’s no longer just about optimizing for search engines, but also about making your content discoverable in an increasingly fragmented search landscape. 

Backlinks, in particular, are more important than ever. They are provenly a ranking factor for the traditional Google SERPs but also play a role in AI-driven answer engines. 

• When Google’s AI Overviews or tools like Perplexity generate responses, they often reference linked sources. If your content isn’t being cited elsewhere on the web, it’s far less likely to surface in these AI-generated answers.

For instance, the top sources cited by Perplexity in this example have over 20 backlinks and a Domain Rating of over 70 (directly influenced by backlinks) according to Ahrefs’ Backlink Checker:

And with the modern SERP filled with competing elements—from AI summaries to featured snippets, videos, and more—a blog post that isn’t optimized won’t just rank lower but may become completely invisible. 

Over-optimizing can also backfire, though. Blogs that thrive today balance SEO fundamentals with content that actually resonates, ensuring they remain relevant to both search engines and real readers.

Strike the right balance with backlinks that safely boost your rankings. Contact our team for more details or order your backlinks now.

Diversify Your Traffic Sources

If history taught us anything, it’s that relying on one platform is dangerous. This is especially true if the platform is completely out of your control, which is very much the case with Google and, now, AI answer engines. 

A single update or a new AI search feature can erase years of hard work overnight.

To ensure that one hit doesn’t sink your whole ship, try to spread your traffic across multiple channels:

• Email lists – Your most reliable audience is the one you own.
• Social media – Whether it’s LinkedIn, Twitter, or Instagram, repurposing blog content can reach entirely new audiences.
• Syndication – Platforms like Medium, Substack, and industry-specific websites can extend your reach.
• Direct traffic – People should know your blog by name and visit it intentionally—not just stumble upon it.

The key is having backup systems. If one traffic source dries up, others should be strong enough to keep you going.

Establish Thought Leadership

The best-performing blogs today aren’t informational, but authoritative.

In a world where AI can generate blog posts in seconds and media giants dominate search results, your unique perspective is what sets you apart. Readers don’t just want answers—they want insights they can’t get anywhere else.

• They want to hear from people with firsthand experience.
• They want opinions that challenge the norm.
• They want a deep expertise that AI-generated summaries lack.

You can build your personal authority through storytelling, case studies, original research, and strong viewpoints.

This, in turn, will help you earn something far more valuable than search traffic: trust and loyalty. 

So, even if people stop finding you through Google, you can still count on your existing audience religiously reading your newsletters or searching for your website on their own.

Selectively Adopt Trends

Jumping on every new content trend is a fast track to burnout.

Yes, video is booming. AI-generated content is everywhere. And social algorithms are indeed changing constantly. 

But not every trend is worth chasing. The best bloggers adopt trends selectively, choosing what fits their strategy instead of blindly following the hype.

• Short-form video? Great for visibility, but does it align with your blog’s purpose?
• AI-assisted writing? Useful for efficiency, but will it dilute your unique voice?
• A new platform? Exciting, but will it drive long-term engagement or just short-term traffic spikes?

The key is alignment. 

If a trend helps you deepen your authority, build your audience, or increase engagement, it’s worth considering. If it’s just a distraction, it’s better left alone.

Blogging Is Not Dead (Unless You Kill It)

Blogging isn’t dead, but it is harder, noisier, and more competitive than ever.

The difference between blogs that survive and those that fade is strategy. To sum up some of our suggestions:

• Create content AI can’t replicate.
• Leverage, but don’t depend solely on SEO.
• Diversify your audience touchpoints.
• Establish yourself as an authority.
• Adopt trends wisely, not impulsively.

Blogging still works, but only for those who know how to play the game. And we suspect that only more people will try learning in the upcoming years, so start securing your position now. Start blogging, and do the things that work today.

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