Hey Reader,

The SEO industry seems to be stuck in Schrödinger's box. 📦🐈

Today it's "dead" tomorrow it's "alive and changed forever" and the next day it's "the fundamentals still work."

Whiplash to say the least.

It's got a lot of people trying to figure out if they should continue to invest time and money into maintaining a blog.

After all, isn't a blog mostly an SEO tool?

It's easy to think about them that way, since that's how they've functioned on many websites for the last decade. A dumping ground for long-form SEO content that could pull traffic to your website.

That perspective has always bothered me. It's problematic for two reasons:

❌ It omits the crucial step of making sure people want to stay on your website after you pull them in. Traffic is meaningless if it all bounces away.

🪶 It pigeonholes the blog into an SEO tool, clipping its wings instead of letting it be the beautiful, flexible communication tool it's meant to be.

Your blog is the space on your website where you can publish your thoughts, perspective, updates, arguments, advice.

It's where you can post anything that you think will resonate with your audience, whoever they may be.

New product announcements.
Interviews with brilliant minds.
The transcripts and videos for your podcast.
Press releases that feature you.
The FAQs your customer service team is tired of answering.
Your boss's hot take on the latest industry news.

The list of things you can put on your blog goes on and on.

From there, you can (and must) distribute it however you like. But you never have to worry about the content being buried by an algorithm or LLM, because you wrote it for your audience on your platform.

Your blog is how you collect and collate the content you want your audience to enjoy, without mucking up your website structure and crashing your UX.

When you think of the blog as a general creative content space, rather than "just an SEO tool," it becomes the central part of an adaptive and agile content strategy.

And that's how you survive in 2025.

To that end, if you need help building a content strategy, I've got some good resources... on my blog, of course!

​Here's my blog on how to build a content strategy from scratch​

​Here's my blog on how to future-proof your SEO and content strategy ​

And here's how to contact me if you want help with any of that: Reply to this email. 😏

Until next time.

- Liam