Google recently announced that traditional SEO is dead. So what does that mean for blogging? Is blogging still worth it for small businesses in the age of AI?
AI has completely reshaped the blogging landscape. It’s no longer just a tool for tech companies—people are using AI for everything now: planning weddings, shopping for groceries, and yes, creating content for their businesses.
In just a few short years, AI has come a long way. Sure, it existed before, but it’s only recently become mainstream. Today, I want to dive into what this means for content creation and what the future looks like for blogging in an AI-driven world.
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Table of Contents
Okay, so first off, I’ll admit—I’m a little nervous to record this episode. That’s because I don’t consider myself an expert on AI by any stretch of the imagination. And I want to be really clear: I genuinely believe nobody knows exactly what AI is going to do to our industries.
Just because I write blogs for SEO doesn’t mean I suddenly have all the answers. But I’ve noticed this pattern, especially in the coaching space but also with service providers: a big shift happens, and suddenly everyone positions themselves as an expert in that new thing—AI, the economy, whatever it is. I think that’s dangerous. The reality is, no one can predict exactly where this is going in the next three to five years.
In fact, in a mastermind I’m part of, my business coach was recently on a panel with business owners at the seven, eight, and even nine-figure level. And guess what? Even they admitted—they don’t know either. We can guess, we can prepare, we can pivot. For example, I once joked that if clients stop paying me to write blogs, I’d just become a prompt engineer. It’s really about responding to demand.
Also, just a quick disclaimer: yes, I write blogs for a living, so obviously I have a bias when it comes to whether blogging is still “worth it.” But I also want to be honest—I’ll make money no matter what. That might sound blunt, but it’s true. When my wedding business took a hit during COVID, I pivoted. I looked at the skills I had, identified what people were willing to pay for, and adjusted. I’d do the same again if needed.
So yes, I believe blogging is still valuable because I’m seeing it work for my clients. But I’m also not clinging to it like it’s the only path forward. You don’t want to be so attached to the way you do things that you end up like Blockbuster watching Netflix rise and thinking, “That’s probably not going to catch on.”
Bottom line:
- I don’t claim to know for sure what AI will do.
- I have a bias, but I try to approach this with nuance.
AI Might Replace Content Blogs… But Will It Replace You?
Now, when I look at my clients—who are not selling digital information products, but are service providers like web designers, acupuncturists, therapists, and wedding pros—I don’t think AI is coming for their jobs. Not right now, anyway. Sure, people are using ChatGPT in all kinds of ways, and I’ve even seen folks try to use it as a therapist. (That’s both hilarious and terrifying, by the way.) I read a thread that said, “There’s nothing more infuriating than knowing the worst person you know is being validated by ChatGPT,” and I felt that.
The work many of us do—creative, emotional, physical—isn’t easily replaced by AI. For example, I was reading a recap by Taylor Loren about her experience at the Cannes Lions Festival (I’m probably saying that wrong, by the way). It’s a major marketing event, and she noted how much value is still placed on human creativity and execution. We’re not quite at the point where AI can fully replace that.
So even if people aren’t using Google as much to find you, they still need what you do. We just need to help them find you through other means.
Yes, it’s true that people may increasingly use ChatGPT instead of Google to get recommendations. But I don’t think Google is disappearing anytime soon. That said, here’s a stat for you: 75% of Google searches now never leave Google. If what you’re blogging about can be summarized in a paragraph, chances are AI will do that for users—without them clicking into your blog.
That leads to this important point: if you’re not already ranking on Google, it’s unlikely you’ll suddenly be a top AI recommendation. These systems often rely on existing search data. And while it might feel like everyone is using ChatGPT, the reality is that people still use Google 373 times more than ChatGPT to find information—according to a very recent study.
Human-first Topics
That may change over time. People are already using TikTok as a search engine. But for now, Google is still the dominant discovery tool. And regardless of whether people are searching on Google or AI platforms, they still value a human perspective.
That’s where I think the real opportunity lies in content going forward: what are the topics where people still want a real, human voice and lived experience?
So, let’s talk about what kind of topics actually deserve a blog post—things that can’t be answered in one or two sentences. For wedding pros, that might mean real photos from actual venues, honest reviews of experiences, detailed case studies, or deeper thought leadership content. For example, if someone’s asking, “Will AI replace my job?”—they don’t want a one-paragraph summary. That’s a nuanced question that deserves a nuanced response.
Your Perspective & Expertise Needs To Come Through
In short, we need to go deeper with our blogs. I don’t know if “deeper” is quite the right word, but we definitely need to bring more real thought leadership to our content and stop rehashing the same surface-level stuff. Yes, ChatGPT can absolutely help with the writing process—I use it, I’m pro-AI—but it still needs to come from you.
It can’t just be:
“Hey ChatGPT, I’m a blog writer. Give me five topic ideas. Okay, I’ll pick one. Now write a caption. Done.”
Instead, it should be more like:
“Hey ChatGPT, here’s what I’m noticing in my space. These are the trends I’m seeing. Here’s how I want to approach it. Help me organize my thoughts.”
That’s the difference. Use it as a partner, not a crutch. Whether you use bullet points, messy notes, voice memos—whatever your process is—make sure the core thinking comes from you. GPT is great, but by default, it stays surface-level. If you want to create content that stands out, that actually resonates, that builds your brand—you have to go deeper. Even if you hire someone like me to write your blog posts or create search-driven content, the nuance need to come from you. What do you believe?
One of my favorite things to do with clients is watch their Instagram Stories or read their recent posts—not to copy them, but to get a sense of their tone, their values, their perspective. That’s what makes the content real and effective.
Becoming a True Thought Leader in Your Industry
And let me just say: this isn’t about hustle culture. We’ve all been there. We’ve all done the grind. We’ve got the t-shirt. We’re tired. But I heard something recently from Sara Dann and it really stuck with me. She was talking about how one of her coaching clients started her own business and was using a lot of the same principles she had learned from Sara. And Sara’s response wasn’t frustration. She wasn’t mad this person was teaching similar things. What struck her was the realization that she herself was still talking about the same things she had been five years ago.
That hit me. Because on one hand, repetition is powerful. We should be repeating our core beliefs, our values, the things we stand for. But at the same time… some of us—and I include myself here—aren’t pushing ourselves enough. We’re not evolving our thought leadership. We’re not staking new claims or taking risks with what we say. Why? Because it’s scary. It’s vulnerable to say, “I don’t have a neat little answer,” or, “This idea might not be fully formed yet.” But those are often the most honest and resonant things we can share.
We’re scared to talk about things that we can’t tie up with a bow. But I think that’s exactly where we need to go. Because AI won’t do that for us. The better AI gets, the more valuable uniquely human insight becomes. What AI can’t do is create ideas that don’t already exist.
So that was the first part of this episode: pushing your thought leadership deeper in an AI world. Now for the second part: your business model.
Looking at Your Business Model Post-AI
As business owners, now’s the time to ask: Does my business model still make sense in the age of AI? If you haven’t made any adjustments to your services, offers, goals, or even just your strategy—this is the time. You’re not behind. But don’t wait.
Here’s an example: I recently discontinued my copywriting VIP days. It was a profitable offer, and I had great feedback from clients. But it started to feel misaligned. I want to explain why—especially in the context of AI.
So, the VIP days were $1,800, which is mid-range for website copy. But here’s what I noticed: the clients in that pricing tier are now more likely to turn to AI. They’re using tools like ChatGPT to write their site copy themselves. On the other hand, the clients who are paying $6,000 or more for website copy? They’re still hiring humans. They’re still investing. Because at that level, it’s not just about words—it’s about ROI, messaging, conversion, brand clarity.
So no, I don’t think copywriting is “dead.” But I do think the way people value and purchase it is changing. You’re probably already expecting to invest in copy, but it doesn’t always feel like a true investment—at least not in the same way that something more tangible or results-driven might. I think most people are still willing to pay for expert support, but now they’re also aware that they can fumble their way through a version of it with AI. And we really need to be aware of that as service providers.
Our offers need to make sense in today’s landscape. It’s not just about what we can do, but about how it fits into a world where people are moving faster and leaning on tools like ChatGPT. So we need to ask ourselves: if AI can help you do your job faster or more efficiently, how does that impact your pricing?
Lowering Prices or Increasing Value
And I know, it feels almost taboo to say it—but should some of us actually be lowering our prices?
Now, I’m not saying you’re not worth what you charge. I don’t know your rates or your specific offer. But if AI helps you move faster or streamline your process, then naturally, that affects perceived value for clients too. Like with blog content: if AI is helping you cut your writing time in half, that changes the equation a bit—even if the strategy and quality still matter deeply.
When I see bloggers charging $500 per post while clearly relying on AI to produce it, I do wonder—who’s paying that right now? And again, it’s not about being worth it. It’s about what’s sellable in today’s market. If someone’s charging that much, clients are going to expect big returns, and if you’re not consistently delivering results, it becomes a tough sell.
Personally, I’m not raising my prices right now, but I’m also not lowering them. For context, I’m at $275 for two blogs or $500 for four blogs per month at the time of this recording. Instead of adjusting pricing, I’m adding more value.
For example, I just had a conversation with my SEMrush rep to make sure I’m using all the latest features and delivering the best possible results for my clients. I want to be sure I’m leveraging every tool available—not just to do the work, but to do it better.
For example, pre-AI, most of the blog posts I wrote were 700–900 words. Now our average is closer to 1,500. And no—we’re not just copying and pasting from ChatGPT. These posts do not take five minutes to write.
But yes, AI helps save time, and I think we’re producing a better product. That’s the key.
Examples of Ways to Increase Value or Decrease Costs
Sometimes, adapting to AI means lowering your prices. Other times, it means finding new ways to pivot. I’m seeing business coaches launching custom GPTs. I don’t know if they’re going to be a flash-in-the-pan or something that sticks. But it’s one way people are shifting with the times.
Anyway—back to pricing. I’m not saying you should lower your prices, I’m just saying… it’s worth considering.
And also, you—as a business owner—should probably expect to spend more time honing your craft, your marketing, and getting your clients better results. Because I really believe that the demand for true experts is going to rise. It’s going to become super obvious who knows their stuff and who doesn’t.
And I think that’s a good thing.
And I’ll be honest, I think people who don’t know what they’re doing are going to lean too hard on AI to think for them. Like—use AI to execute, sure. Use it to help you write a blog, as long as the thoughts are coming from you. I really don’t care. I even commented on a post the other day where someone asked, “How are we feeling about AI video?” and I was like—if I can’t tell it’s AI, I literally do not care.
If there’s a tool you can use to make content creation easier, go for it.
Is Blogging Still Worth It? Let’s Talk About Your Digital Footprint
The last thing I want to touch on is something Mariah Magazine brought up—building your overall digital footprint in a way that’s supported by AI, instead of threatened by it. She talks about this beautifully in Episode 17 of the podcast (which I highly recommend, by the way—Mariah is fabulous in every sense of the word).
She makes the point that as search engines continue to evolve—and yes, I’m including tools like ChatGPT in that category—they’re pulling data from a wider variety of sources. Google is indexing Instagram posts. ChatGPT uses Bing’s index to source content. So if you’re not already submitting your blog content to Bing’s Search Console, it’s time to start. (If you’re one of my clients, I’ve likely already got that covered for you.)
But the bigger takeaway here is this: the more digital “breadcrumbs” you can leave behind—on LinkedIn, Instagram, your blog, wherever—the stronger your digital presence becomes. The more clearly and consistently you show up online, the more likely you are to be found by the right people.
And that’s why I still believe blogging is so important.
Yes, I run a blogging business, but I also deeply believe in the work I do—or I wouldn’t be doing it. Blogging is one of the few content channels that you can truly outsource without losing authenticity. With platforms like YouTube or a podcast, you’re still the face and voice. But blogging? As long as you’re collaborating on the strategy and thought leadership—and aligning on keywords and direction—it’s a perfect candidate for delegation.
And it works. That’s why I love it.
Leading Through The Content You Create
Before we even ask, is blogging still worth it, let me just say that content isn’t going anywhere. It might evolve, and it already is, but there’s still plenty of time to get foundational pieces live on platforms like Google, Bing, and even ChatGPT (yes, that’s possible now too).
And here’s the thing: I believe creating content—and pushing yourself to grow as a thought leader—is never wasted.
A lot of us say we want to be leaders in our space. But do we really want to lead? Or do we want to be seen as leaders while playing it safe, doing what we’ve always done, and repeating the same talking points?
If you want to lead, you’ve got to lead. That means showing up, practicing, creating, refining your message, and building your digital footprint on purpose.
Creating content is a muscle. It gets stronger the more you use it. It’s not always easy—but it’s always worth it.
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