Is Blogging Still Relevant?
Yes, blogging is still relevant. Blogging remains one of the most effective ways to improve SEO and answer engine optimization (AEO) because it helps businesses share expertise, build authority, and show up in AI-powered search results. Some see it as “extra content” or a nice-to-have. But in reality, blogs are one of the most important tools for modern SEO and answer engine optimization (AEO).
Blogs give your brand something search engines can’t fake: a consistent, human voice. They add a personal touch to your website while also building credibility and authority. Search engines reward businesses that demonstrate expertise over time, and blogs are the best way to prove you are not just selling a product, you are an industry leader with valuable knowledge to share.
For Extera, this became a critical strategy.
A Sustainability Leader Missing From the Search Conversation
Extera is committed to reducing plastic waste by repairing, recycling, and reusing containers. Their mission is strong, their services are proven, but their digital footprint wasn’t showing it.
Without blogs, Extera’s website was limited to service pages and product listings. While functional, it left them missing out on opportunities to:
- Capture industry-specific keywords beyond their core services.
- Share insights about recycling, supply chain technology, and sustainability trends.
- Engage their audience from different angles, offering perspectives that buyers care about before they even start a transaction.
In other words, Extera had the expertise but not the platform to let their voice be heard in search results.
Building Authority Through Strategic Blogging
First, we mapped keyword opportunities that extended beyond service-specific searches. For example, instead of only targeting “recycled plastic containers,” we layered in blog topics like how sustainable storage reduces costs or current trends in warehouse efficiency. These keywords not only brought in more traffic, but they also positioned Extera as a leader.
Next, we crafted blogs in a conversational yet authoritative voice. Each piece explained complex industry concepts in digestible language, clear enough for search engines to parse and structured enough for generative engines to pull into AI-driven answers. FAQs and question-based headers made it easier for Extera to show up in “AI Overview” results.
Finally, we used blogs as a platform for Extera’s perspective and credibility. Beyond rankings, these posts gave them a place to speak on sustainability issues, supply chain innovations, and recycling best practices, allowing their brand to stand for something larger than their services alone.
Expertise:
Search Engine Optimization (SEO) | Answer Engine Optimization (AEO) | Generative Engine Optimization (GEO) | Content Strategy | Keyword Research
The Story Told: From Quiet Presence to Recognized Authority
The impact was clear. From the very first blog post in April 2024 to September 2025, Extera’s organic keywords grew by 646%. Their blog strategy not only expanded keyword reach but also helped their content surface in AI-powered overviews, especially on sustainability-related topics. As organic visibility increased, visitors began to see Extera as a trusted industry leader with valuable knowledge to share, not just products to sell.
Extera’s case proves that ranking today requires more than optimized product pages; it requires consistent, knowledge-rich content that search engines can’t ignore. The businesses that embrace this shift will not only rank higher, they will lead the conversations shaping their industries.
At the end of the day, blogs and SEO aren’t about chasing algorithms; they’re about showing up for the people who need what you offer. For Extera, that meant creating a space to share their mission and knowledge in a way that built trust and opened doors. If you’re looking for a partner to walk alongside you and help your business be seen, heard, and understood, contact us today. We’d be honored to learn your story and help you share it with the people who need it most.
