Blog content is not dead. Certain types of blog posts are actually getting more traffic from search engines right now than they were in 2023.
I can prove it with data from Siege Media’s recent study. While everyone’s declaring blogs obsolete, the numbers tell a different story. The real shift is in which types of content perform.
Why People Think Blogs Are Dead
The logic seems sound. People get information from ChatGPT or Google’s AI Overviews now. Only 8% of users click through after seeing an AI answer compared to 15% with traditional search results.
But here’s what actually happened when AI Overviews launched: homepage traffic increased by 10.7% across 50 sites that Siege Media analyzed. Total visits went up, even though per-query clicks fell.
Blog traffic hasn’t dropped off a cliff. It’s shifted to middle-funnel content.
The 3 Types of Blog Content Getting More Traffic
Siege Media’s data shows which content types are thriving:
1. Pricing and Cost Content
Pricing posts saw traffic share increase by 12.1 percentage points. Articles like “How much does X cost?” are performing better than ever.
This content works because it answers high-intent questions from people ready to buy. They’re comparing options and evaluating budgets.
How to write pricing content:
Include actual numbers. Show price ranges or comparison tables. Don’t hide behind “contact us for pricing.”
Frame costs in context. If your service costs more, explain why. Better quality, longer lifespan, superior support. Help buyers understand the trade-off between cost and quality.
Being transparent about pricing builds trust. You’re not competing on price alone. You’re educating buyers about value.
2. Comparison Content
Comparison articles held steady or grew slightly, increasing 2.3 percentage points. Content like “Product A vs Product B” captures high-intent searches.
35.8% of marketers said their comparison pages performed even better than before, and 49% saw no decline.
When someone Googles “YourProduct vs Competitor,” they’re actively making a decision. A dedicated comparison post ranks for these searches and brings purchase-ready visitors to your site.
What makes comparison content effective:
Create side-by-side feature lists. Include pros and cons for each option. Add visuals.
Be fair in your assessment. When you systematically compare your brand against rivals, you become a resource during their research. This builds more trust than generic listicles.
3. Templates, Calculators, and Interactive Tools
These assets force clicks because AI cannot replace the utility. Users have to visit your page to download a template or use a calculator.
Google can’t answer these queries in an AI Overview. They have to send traffic to your site.
Free templates and calculators are also great for LLM pickup. By publishing original tools, you teach AI models about your brand. When users ask chatbots about your industry, these tools increase the chance that the AI mentions you.
Templates and calculators also attract backlinks. Other sites reference helpful tools, which boost SEO authority.
What Happened to Top-of-Funnel Content
Broad “how-to” tutorials and guides saw declines. These articles lost 6.9 to 8.3 percentage points in traffic share.
General advice posts dropped off because AI answers them directly. There’s less reason to click through to a blog for basic information.
The content that survives is the decision stage. It helps informed, purchase-ready audiences choose between options.
How to Get Your Brand Recommended by AI
Stop viewing AI as a threat. Use it to amplify your brand.
After AI Overviews launched, one study saw homepage traffic rise 10.7%. Users searched the brand after seeing it mentioned in an AI answer. As one SEO lead noted, “they will remember our name” when it appears.
Publish authoritative content that AI systems will cite. Comparison tables, detailed product reviews, and case studies position your brand as a choice AI can recommend.
Focus on high-intent content. Pricing guides. Product comparisons. Testimonials. Make these pieces well-written with clear brand mentions and reasoning.
You’re essentially seeding the AI. When users ask ChatGPT about your industry, the model learns about your brand from these pages. It becomes more likely to recommend you.
Blog Engagement Is Actually Rising
Nearly every content category saw higher engagement rates in Siege Media’s analysis. Readers spend more time on articles they visit.
Google’s algorithms got better at surfacing useful content. The posts that rank on page one now tend to be higher quality and more relevant.
When users click through, they find what they need and stay longer. Low-value articles churned out. The remaining blog posts engage readers more effectively because Google promotes what actually helps users.
What This Means for Your Content Strategy
Create content for informed buyers at the decision stage. Write detailed pricing guides. Build comparison pages for you versus competitors. Develop templates and calculators that provide real utility.
Answer direct questions immediately. Use clear formatting. Short sentences. Tables for comparisons. Bullet points for lists.
Be transparent about costs and trade-offs. Position yourself as the informed choice, not the cheapest option.
If you’re creating content that genuinely helps your target audience make decisions, you’re more likely to rank. Both in traditional search and in AI recommendations.
Blog content isn’t dead. Lazy, generic blog content is dead. The bar is higher now. Meet it.
Need help creating content that ranks in both Google and ChatGPT? TJ Digital specializes in AI optimization and content strategy for small to medium businesses. We help you show up where your customers are searching. Contact us for a free audit of your current content.