In the Age of AI Slop is Blogging Still Important in 2026?
Short answer: yes. Very.
This past week, I was contacted by not one, but two potential clients who found me through old blog posts.
One found a post I wrote about two years ago about website accessibility and accessiBe, a platform designed to help businesses improve ADA compliance on their websites.
I took this pic hiking while my blog was putting in the WORK!
The other found me through a post comparing Replit, an AI website builder, with Squarespace.
Neither post was new. Neither required me to run an ad or post on social media that day. They were simply sitting on my website, putting in the work while I was sleeping (or surfing).
And that is exactly why I still believe blogging is worth it.
Does Blogging Still Help SEO?
Funnily enough, one of those potential clients actually asked me this question.
He runs a city tour company and was wondering whether blogging was still important. As he put it, there are only so many times you can write about Oktoberfest.
Fair point.
He also brought up what seems to be the phrase of the year: AI slop.
And yes, there is a lot of it out there.
AI has made it incredibly easy to churn out generic content. But that doesn't mean blogging is dead. If anything, I think it makes content based on real knowledge, experience, and expertise even more valuable. Especially if you slip your very honest, very human opinions in there.
You should absolutely not be asking AI to write 50 generic articles about Oktoberfest. Instead, try to answer the questions your current customers are actually asking. And then write like they’re on a call with them and you’re the expert clearing up their concerns. Because you are the expert, aren’t you?
One Blog Post Can Keep Working for Years
This is the part businesses sometimes underestimate.
Say you spend 30 minutes writing a genuinely useful post based on something you already know, then let AI spend 20 seconds helping you clean it up and make it more SEO-friendly, and then take another 5 minutes formatting it and getting it up on your site.
That one post that took you less than 40 minutes to crank out could potentialloy bring you a $5,000 or $10,000 client.
But I might have to wait two years?
Maybe.
That's the beauty of creating content for your own website. Unlike a social media post that may disappear from people's feeds within hours, a helpful blog post can continue showing up in search results and bringing people to your website years after you publish it.
I'm seeing that happen on my own website right now.
There’s Another SEO Benefit: Keeping Your Website Active
Google wants to surface content that is helpful, relevant, and up to date.
That doesn't mean you need to publish a new blog post every week just to keep Google happy. Simply changing your website for the sake of changing it isn't an SEO strategy.
But regularly adding useful, relevant content gives search engines more information about your business and expertise—and gives you more pages that can potentially show up when someone searches for exactly what you do.
Think of every useful blog post as another doorway into your website.
The two potential clients who contacted me this week didn't necessarily find my homepage first.
They found a doorway. My blog was the portal to my Matrix exiting eco-system.
But There Is One Caveat: Consistency Matters
If you're going to start a blog, you need to keep it alive.
That doesn't mean publishing every week. Or even every month.
But if someone visits your website, clicks on your blog, and sees three posts from 2022 and nothing since, it doesn't exactly scream active, thriving business.
An abandoned blog can make it look like you lost interest, got too busy, or maybe aren't even in business anymore.
So don't start blogging because someone told you it's good for SEO and then abandon it six months later.
Choose a publishing schedule you can realistically maintain—even if that's only once every couple of months.
Your individual blog posts can have a very long shelf life.
Your blog itself shouldn't look abandoned.
So, Is Blogging Still Worth It?
If you're hoping to attract organic traffic, answer the questions your customers are already Googling, and position yourself as an expert in your field, I believe it absolutely is.
You don't need to write for the sake of writing.
Write about questions your clients ask you. Compare tools you've actually used. Explain problems you've solved. Share things you've learned from doing your work.
And use AI as the assistant—not the expert.
That's essentially what I'm doing right now.
I had something to say. I wrote it down like I was explaining it to a friend and then ChatGPT helped me clean it up and make it more SEO-friendly.
And now this post gets to sit on my website and put in the work for me while I surf, hike, and live the life of my dreams.