Why 87% of Aussie Businesses Are Missing Out on Blogging (and the SEO Goldmine It Brings

If you run a business in Australia, there’s a good chance you’re leaving money on the table.

According to recent data, only 13% of Aussie businesses actively blog — and that means 87% are missing out on one of the cheapest, most effective ways to rank on Google, attract high-quality leads, and build long-term customer trust.

To put it bluntly: blogging isn’t just a marketing “extra” anymore. It’s a 24/7 salesperson that works while you sleep — and in Australia, the competition is barely using it. One local business even turned a single blog post into over 10,000 visitors and an estimated $10,000 worth of leads. In this article, I’ll break down why blogging works so well for SEO, why so few Aussie businesses do it, and how you can get ahead before your competitors catch on.

Aussie Blogging & Website Adoption (2025)

Most Businesses Aren’t Even Trying

I recently reviewed 500 websites across Sydney, Australia, and the results were staggering:

• Only 55 businesses had uploaded new content in the last two months.

• Just a handful have been blogging consistently for six months straight.

• The vast majority — over 90% — have never touched their blog or updated their pages.

This is a massive opportunity. While most businesses are ignoring blogging, you can:

• Get noticed by Google faster.

• Build authority and trust with your customers.

• Capture leads before your competitors even start.

It’s clear: if you consistently publish helpful, relevant blog content, you’ll immediately be ahead of most Sydney businesses.

• 🇦🇺 Only 13% of Australian businesses publish a blog.

• 35% of Aussie businesses don’t even have a website.

• That means over 50% of businesses aren’t using blogging to attract customers.

• Businesses that blog generate 67% more leads than those that don’t. (HubSpot global data)

• One Aussie example: Bam Creative’s single blog post generated 10,250 visits — valued at ~$10K in lead potential.

Why Blogging Works So Well for SEO

Blogging is more than just writing; it’s a strategic tool that tells Google and your customers what you know and what problems you solve. Here’s why it’s so effective:

1. Search Engine Visibility Every blog post is another indexed page on your website. That’s another opportunity to rank for keywords your potential customers are searching for. For example, a plumber writing about “how to fix blocked drains” could appear in search results the moment someone in their area needs help.

2. Authority & Trust When you consistently publish helpful content, visitors start seeing your business as the go-to expert in your field. Trust leads to clicks, calls, and long-term relationships.

3. Cost-Effective Lead Generation Unlike paid ads, blogs keep working long after they’re published. One well-optimized blog post can bring traffic and leads for months—or even years—without additional spend.

4. Internal & External Linking Opportunities Blogs allow you to link to your services, other blog posts, or external authoritative sources. This improves your website’s SEO and keeps visitors engaged longer.

   
   
   
   

Why So Few Aussie Businesses Blog

Despite the clear benefits, most businesses in Australia aren’t taking advantage of blogging. Why?

• Time & Effort – Writing regularly feels like a big commitment, and many businesses put it off.

• Lack of Expertise – Business owners often don’t feel confident writing in a way that appeals to both humans and search engines.

• Immediate ROI Mindset – Blogging is a long-term play, not a quick fix. Many prefer short-term advertising tactics.

This creates a huge opportunity for those who act now.

How You Can Get Ahead

If your competitors aren’t blogging, you can capture an audience they’re ignoring. Here’s a simple game plan:

1. Identify Customer Questions – What are your clients asking you every day? Each question is a potential blog topic.

2. Focus on SEO – Use tools like Google Keyword Planner or SEMrush to target low-competition, high-intent keywords.

3. Create Evergreen Content – Posts that stay relevant over time continue driving traffic months or years after publishing.

4. Promote Your Posts – Share on social media, include in newsletters, and link to them from other pages on your website.

5. Measure & Iterate – Use Google Analytics to see what works, then refine your strategy over time.

   
   
   
   

   How Blogging Helps Your Site Get Indexed Faster

   
   

Fresh Content Signals GoogleGoogle loves websites that update regularly. Every new blog post tells search engines: “This site is active and worth checking.” Frequent updates can lead to faster crawling and indexing of your entire site.

Internal Linking Boosts DiscoveryEach blog post is an opportunity to link to other pages on your site. These links help Google discover deeper pages that might otherwise stay buried, ensuring your key service pages are indexed sooner.

Keyword Variety Expands ReachBlogs let you target multiple keywords and topics naturally. The more relevant content you produce, the more likely Google will notice your expertise, crawl your site often, and rank more pages.

Attracts External Links QuicklyHigh-quality blog content attracts backlinks from other websites, which signal authority to Google. Pages with backlinks are crawled and indexed faster than those without.

Engagement Metrics MatterBlogs that keep visitors on your site longer (lower bounce rates, higher page views) signal to Google that your site provides value, which can positively influence indexing and rankings.

In short, a consistent blog acts like a “content engine” for Google: the more you publish, the faster your site is discovered, crawled, and indexed, helping you rank more pages and capture more search traffic over time.

If you want, I can also draft a small section showing a comparison between a static website vs. one with regular blogs in terms of indexing speed and traffic growth. This can make your article even more compelling. Do you want me to do that?

Blogging and the Google Algorithm

• Signals FreshnessGoogle favours websites that regularly produce new content. Every blog post is a “fresh signal,” which can boost your site’s relevance for search queries and increase the frequency of crawling.

• Content Depth & Topical Authority Blogs let you cover topics in detail, which helps Google understand that your site is an authority in your niche. The algorithm rewards websites that answer user questions comprehensively.

• Keyword Diversity & Semantic Search Each blog post gives you a chance to naturally include related keywords and phrases. Google’s algorithm uses this to better understand context, helping your pages appear for a wider range of searches.

• Internal Linking & Site Structure Blogs help create a web of internal links, making it easier for Google to crawl your site efficiently. Pages connected through relevant blog posts often rank higher because the algorithm sees them as part of a cohesive network.

• User Engagement Metrics Google’s algorithm takes engagement into account. Blogs that keep users on your site longer or encourage clicks to other pages signal value and quality, which can positively influence rankings.

  
  

In other words, blogging feeds the algorithm with everything it looks for: fresh content, topical authority, keyword context, internal links, and user signals. That’s why consistent blogging can dramatically improve how quickly and effectively your site ranks on Google.

If you want, I can draft a short visual section showing “How Blogging Feeds the Google Algorithm” — it could work as an infographic in your post to make this point really clear. Do you want me to create that?

Blogging Gives You a Direct Line to Your Customers

With so many Australian businesses not blogging, you have a huge opportunity to stand out. A blog allows you to:

• Answer the questions your customers are already asking – instead of waiting for them to call or email, give them the information they need upfront.

• Showcase new services or products – your blog is the perfect place to highlight what’s new and why it matters.

• Educate your audience and guide their decisions – subtly showing why they should take action or consider your offerings.

Hint: this is where blogging fits naturally into an SEO strategy. When done consistently, it not only helps your site rank but positions your business as the expert in your field.

At our agency, we include blogging as part of our SEO packages. We recommend at least one blog per month, with a minimum of 500 words. That’s enough to provide valuable content for your customers and for Google to take notice — and we know you can do it!

Blogging Isn’t Just Writing

When most people think of blogging, they imagine long articles — but it doesn’t have to be that way. Blogging can also include:

• Videos – Record a quick explainer, product demo, or tips video and embed it on your blog page. Many users prefer watching over reading.

• Infographics – Visual content that quickly explains concepts, processes, or statistics.

• Podcasts or Audio Clips – Embed episodes or interviews relevant to your audience.

• Image Galleries – Showcase new services, projects, or case studies.

These formats still provide fresh content for Google, help you answer customer questions, and keep visitors engaged. For some businesses, a video blog or infographic update can be more impactful than a written post — especially if your customers respond better to visual or auditory content.

Start Blogging Today — Don’t Get Left Behind

With most Australian businesses ignoring blogging, there’s never been a better time to get ahead. Whether it’s answering customer questions, showcasing new services, or embedding videos and infographics, consistent content gives your business an edge in Google rankings, leads, and trust.

Remember: even one well-optimized blog per month can make a difference. It’s not just marketing—it’s a long-term investment that works 24/7 while your competitors stay silent.

Start today, and turn your website into a lead-generating powerhouse before your competitors even catch on.

Ready to start attracting more leads and getting noticed online? Visit lachlanmartin.au today to see how we can help your business blog consistently, rank higher on Google, and convert visitors into customers. Don’t wait—your competitors aren’t.