Point two is citations. These Pieces of Content are still getting getting cited in AI overviews or in chatgpt. They still sometimes provide the source from where they get the information. Okay, the clicks are a tenth, if not more, than what you used to get. But if someone is going to get it, at least let it be you, not your competitors. So if they’re still provide providing citations, we want your content to be the one that one that’s cited and not anyone else’s.
It might also be worth mentioning at this point, and I’ve got anecdotal evidence from some of our clients, the traffic that does come in, a lot less than thei’re used to, but the traffic that does comfi in through Tends to convert a lot better. So that’S Worth Bearing in Mind.
Point Three is Topical Authority. Producing all this content still helps your site be seen as a topical authority. And it’s a bit of a nebulous term, but there was a leak in may 2024, and there was some metric that talked about topical authority that google uses. And so i won’t say!
But it’s always been the case that if you’re a suitcase brand and there’s another suitcase brand, and to all intents and purposes, both sites are exactly the same, same speed, Same, Same PRODUCT, Same PRODUCT, EVER PRORDUCE Same price, but one suitcase brand talks about other related content Around Traveling and Things with all the internal links and link building to it, that one tends to do better.
So Topical Authority, Although Nebulous, is still a very real concept you need to consider and a very real reason with you should still be creating that content.
And finally, Point Four, Original Ideas Still Get Shared. If you create something that is genuinely useful and genuinely quite entertaining, not only can you just repurpose
In a world where brand building is decided more important, Spreading your original thought through guides is key. So that is why you should continue make content.