Why You Should Assume No One Reads Your Blog

Let’s be honest: your blog is mostly a scream into the void of the endless world wide web. You publish a post, it gets indexed, and then it sits there until someone happens to stumble across it. Sometimes an article picks up a few clicks. Most of the time, it doesn’t. That’s not a referendum on the quality of the writing- it's just how it goes.

Of course blogs are important, they just aren’t really meant for immediate attention or much action-taking.

It would be unrealistic to imagine anyone out there refreshing their feed, waiting for the next corporate / professional blog post to drop. That’s not how people use blogs, and it’s not how blogs create value.

Once you let go of any expectation for your blog, blogging becomes a practical part of your content plan.

Instead of writing with traffic in mind, you can focus on the real reasons to have a business blog: credibility, clarity, search visibility, and long-term usefulness. Used this way, a blog functions as part of your stable website strategy, and not a performance channel.

Reasons to Have a Business Blog

A business blog is useful even if your traffic is inconsistent or low. A blogs value comes from your audience + prospects looking to understand how you think, what you prioritize, your values, and your unique approach to solving a problem.

Blogs give you space to explain things that don’t fit on a service page yet still matter to people looking for certain information. They also act as reference material you can point to instead of constantly repeating yourself. Using your blog like this creates a pretty clear picture of your business without requiring constant promotion.

How a Blog Builds Credibility and Authority

A blog helps your company establish credibility by making your thinking visible. Instead of claiming expertise, you show it through clear explanations and consistent reasoning.

When someone is evaluating a company for a product or service, they’re often looking for signals that you understand the space beyond surface-level execution. A well-written blog post can show your expertise quickly.

Authority via your blog builds through clear showcase of your understanding and repetition vs. volume or strong opinions.

Your Blog + SEO / GEO As Time Goes By

One of the biggest reasons to nurture your blog is to support your SEO and GEO approach by expanding the range of topics your site can reasonably cover. Service pages are limited by design, but blog posts allow you to address specific questions, objections, and use cases.

Search engines favor content that answers questions clearly and remains available long enough to build trust. Blogs written without urgency tend to perform better because they aren’t constantly rewritten or removed.

This helps to create a broader and more stable search presence.

Thought Leadership Without Attention Seeking

Thought leadership doesn’t require frequent posting or reactive commentary.

You become a thought leader by explaining how you see a problem and your unique approach to solving it. Your blog gives you room to outline frameworks, constraints, and tradeoffs without turning everything into boring marketing copy.

Your blog helps the right readers self-select while filtering out bad fits. Updating your blog often results in clearer positioning without pandering or giving away your secret sauce.

A Blog as Part of a Stable Website Strategy

When used correctly, a blog supports the rest of your website instead of competing with it. It provides context during evaluation, shortens sales conversations, and reduces repeated explanations.

Blog content can be reused in follow-ups, proposals, and onboarding without additional work. It doesn’t need to convert on its own to be valuable. It just needs to be available and accurate when someone is looking for it.

Using a Blog to Establish Voice and Personality

Your blog gives you the space to sound like yourself in a way most website pages don’t. Service pages, landing pages, and product descriptions are usually constrained by traffic and conversion goals.

A blog allows for more natural language, clearer opinions, and a tone that reflects how you want potential clients to see how you think and speak.

The more you post, that voice becomes familiar to readers who are evaluating you, even if they only read one or two posts. This helps people understand not just what you do, but how working with you might feel.

Your Blog isn't for Traffic Anyway

A business blog doesn’t need to be exciting to be useful. It needs to be accurate, consistent, and honest about how you think.

When it’s treated as part of your long-term site infrastructure instead of an attention play, it works by documenting how your business thinks and operates, and not by trying to impress anyone. Your blog gives people context when they’re evaluating, answers questions before they’re asked, and gives your thinking a place to return back to.

Which, is what makes blogging worth your time, even if your mom is your only reader (hi mom!).

If this is how you think about content, strategy, and long-term value, Selkire may be a good fit to support your growth.

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