There is no doubt that AI and Answer Engine Optimisation (AEO) is changing the way that you’re able to get answers to your questions. When you ask a question or look for a service on Google, you’re now presented with the answer of options right there in the AI overview. So what does this mean for the humble blog post? Are blogs still relevant in 2025? We believe so, even in the era of “zero click searches” and our reason is due to your value of getting unique perspectives, recent insights and the fact that people still buy from people they know, like and trust.
But let’s take a look a little deeper shall we?
Are blogs still relevant in 2025 when Zero click search rule the results page?
As you will have seen, Google’s AI Overviews, local map packs and featured snippets now answer many queries without a single visit to your site. According to an Industry-wide analysis of 200,000 search terms by global authority semrush.com confirms that AI Overviews appear in 13 per cent of queries and reduce click-through rates by up to 18 per cent.
That may sound grim at first, however it presents you with a unique opportunity. When you build a post or answer questions within your post around questions people are asking Google and other AI engines can see your answer. They then reference you as an authority where they got the answer from or where you can source further information. Essentially the are saying, you are the authority in the space even when a user never clicks. This visibility still drives brand recognition, click through and assists in conversions.
For example, Renewscape (a leading eco-friendly carpentry & trade wholesaler in Perth) recently wronte an article on “What is Ceiling Lining?” which now features within the top 3 of Google’s knowledge panel to the right of the AI Overview. An article that is recent and at the time of writing this article does not feature within the first page search results yet. That’s right – straight to the top for a new blog post article helping google help visitors answer their burning questions.
Would this have happened if this article wasn’t written? No chance!
The proof is everywhere. Mediaweek reports Australians now spend 5.3 hours a month reading news online, up 8 per cent year-on-year People may not always leave Google, but they are still hungry for well-written articles once they do.
Not convinced blogs are still relevant with AI rewriting the rules?
A popular news site Adnews warns that “AI search and summaries reduce web traffic by up to 25%” after AI Overviews rolled out nationally. The same feature, however, boosted impressions and importance of these sites that publish deep, structured content backed by local sources. The data has to come from somewhere, and though AI is probably smart enough to produce the data, it still depends on humans to provide perspective on what is valuable, recent and relevant to other humans given that they are ultimately the audience for which the content is being produced.
So what needs to change to ensure your blog’s still relevant in 2025? – Deliver a reason to click
Readers want depth. But only if it’s good – not just bland regurgitation or copy and paste AI generated content. Your readers are smarter than that. You are smarter than that.
Like you, your readers want to read articles that provide detail, perspective, insights and entertainment. Yes, have you noticed that you’re drawn into articles that make you chuckle inside? Even when the topic may be “tax brackets for 2025-2026”? Personalityis still lacking in AI generated content. Long-form posts of 1 000+ words are still converting better than short pieces, but the caveat here is that the content is good and doesn’t turn the brain off but rather has your reader wanting to read more. You’ve read those articles, those you become so drawn into that reading it is a joy.
You still need to structure so humans can skim: short paragraphs, clear sub-headings and a quick “what you’ll learn” paragraph near the top. This balance keeps the page friendly for readers while giving Google the structure it needs to grab your answer.
Trust is the other missing ingredient – don’t compromise that for convenience!
A nationwide KPMG study found seventy-eight per cent of Australians worry that AI content could mislead them.
You work so hard to get your clients and your audience to trust you because you know if they don’t trust you, they won’t buy from you. You do not want to kiss this trust away by misusing AI. You need to be in control. By all means, use AI to help you become more efficient. But you should draw the line at not giving control of the final result that your clients and audience will experience from you – to AI.
The last thing we want to do it for your use of AI to inadvertently destroy the trust you have worked so hard to build.
Our final thoughts – What are yours?
So as at the time of writing this post in 2025, we certainly feel the answer to “are blogs still relevant in 2025” is “Absolutely!” and have their place amongst your other digital assets to generate great results for your business. This may change down the line and we are certainly keeping a close eye in this space, however for now, we continue to use them effectively for ourselves and our clients.
Remember also, blogs and other trust building assets on your website (eg. testimonials, images and videos) remain the only digital real estate you truly own (assuming you own your website – please make sure you own your website – a topic for another blog). Please ensure they are protected as they serve to help you build the business and life of your dreams.
Let us know your thoughts and if we can assist in any way if you get stuck along the way.