Things aren't going so well for the tech giant.

On Aug. 5, a judge ruled that Google had illegally maintained a monopoly over general online search services and some of the ads that run in search results. While Google plans to appeal the ruling, marketers need contingency plans for major disruption. There are various actions to consider, yet what is/will be the one marketing asset that is weathering disruption, from the death of cookies to generative AI to Google's potential breakup?

The humble blog.

In his article "Google Anti-Trust Trial: Unraveling Allegations and Implications," Neil Patel breaks down several implications and suggested tactics. One he emphasizes repeatedly is focusing on producing expert authority content that builds trust.

The blog is the easiest place for search engines to access this type of content and the easiest format for companies to show consistency with trustworthy content. In my personal experience, this year, amid all the genAI / SEO disruption, I improved search results for some clients by using a strategic application of AI tools to optimize posts. The fact that they have been blogging consistently for at least a year was crucial.

Reputation and consistency are still key to organic search. Neil says, "Content remaining king: With potential algorithm changes, high-quality, authoritative content marketing efforts that demonstrate E-E-A-T will be more crucial than ever."

If your company isn't blogging, and organic lead gen is important to your growth, the time to start is now. Questions? I’m happy to chat.

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