Many sites have a blog that is updated from time to time, yet the blog adds very little organic search traffic. Posts may be about news, events, or general commentary. They can be nice to have, but do not always line up with the way people search for help.

Common issues with traditional blogs

• Topics are chosen for announcements, not for search intent.
• Headlines are clever but not clear.
• Posts are short and do not answer a full question.
• Articles are not organized by topic or linked in a meaningful way.

From a search perspective, this kind of blog can be almost invisible.

Shift from timeline posts to evergreen answers

If you want search impact, focus on:

• Evergreen questions that stay relevant for months or years.
• Articles that explain one issue clearly from start to finish.
• Content that matches the language of real search queries.

An Information Center is essentially a rethinking of the blog. It organizes evergreen, question based content in a way that search engines and visitors can both use.