Gone are the days when a simple blog post could reach thousands. The digital landscape is shifting rapidly, and traditional blogging is feeling the heat.
AI and search algorithms are rewriting the rules, leaving many content creators in the lurch. But what exactly is happening, and where do we go from here?
The Helpful-Content Update
Last year, Google rolled out the so-called ‘helpful-content update’ (HCU). The point? Too many websites were all about SEO and not about real, firsthand experience. Instead, these sites were SEO factories producing subpar content just to rank and rake in ad revenue. Google decided it was time to put ‘helpful content’—like what you find on forums—at the top of search results.
The User Experience
Since the HCU, if you’ve used Google, you’ve probably noticed the change. Let’s be real: it sucks. I mean, who wants to dig through a 2013 Reddit thread for answers? And don’t get me started on outdated info when I tried finding a gym in Munich. This update has made Google search results less useful, period.
Impact on Bloggers
This update hit blogs, especially niche ones, hard. Blogs live and die by algorithms, and this felt like a death blow. Search traffic dropped by 50% for many, forcing some bloggers to abandon ship.
The irony? Some blogs, like Rick Steves’—which has its forum—actually saw a traffic boost. This shows that if you’re not diversified in your content and platforms, you’re pretty much screwed.
The Age of Blogging: End or Evolution?
For a while, it seemed like the golden age of blogging was ending. Google has been burying authentic content under ads and spam. People are moving to platforms like TikTok for info because, let’s face it, Google’s search isn’t what it used to be.
AI is coming along, but it’s still churning out garbage. Right now, bloggers’ main enemy is search. Blogs were the second iteration of the Internet, but now short-form video is taking over. Will blogs disappear? Nah. But they won’t be the go-to source like they used to be.
Google’s changes suggest a shift in how people find and consume content. If you’re a blogger, diversify. Think podcasting, videos, and events. Hell, even run a forum—just know it’s a pain.
Becoming More Than Just a Blogger
In this new era, being just a blogger won’t cut it. You need to become a brand, a personality, a jack-of-all-trades. Relying on affiliate and ad revenue? Forget it. Even if Google rolls back some changes, the writing’s on the wall. Adapting is no longer optional; it’s survival.
Older bloggers are pivoting, embracing new formats like 360° video. As revenue dwindles, the OGs will either evolve or die out. Blogs will become just one part of a larger brand strategy.
The Future of Search and Content
So what does this mean for Google and search engines? Less content means fewer search results. What will AI scrape if people stop producing content? Travel tips and stories will still exist, but they’ll be upstaged by other mediums.
Branded searches will take the front seat. People will go directly to creators they trust instead of wading through search engine sludge. Alternative search engines like Bing or DuckDuckGo might see a bump in users as people seek better results.
Blogs will stick around, but they’ll be like guidebooks—still useful, but not as popular. They’ll become just one piece of the information puzzle.
Conclusion
While blogs won’t disappear entirely, they won’t hold the same authority they once did. The future belongs to those who can roll with these changes and innovate.
AI and search algorithms are making waves, shaking up the status quo. Those who can’t adapt will falter.
The age of the solitary blog is over, but there’s a new frontier for those ready to explore fresh avenues and diversify their approach.
Source: Nomadicmatt