Coffee N° 5 with Lara Schmoisman
Episode: When Content Stops, Growth Stops: The Truth About Blogging & SEO
Date: November 4, 2025
Host: Lara Schmoisman (Solo Episode)

Episode Overview

In this solo episode, host Lara Schmoisman delves into the critical role of blogging and SEO in driving ongoing business growth. Drawing on recent industry insights and her own experience as a marketing strategist, Lara outlines why consistent, high-quality content remains essential for both organic traffic and brand success in an evolving digital landscape. She also gives listeners actionable advice on structuring content for today’s SEO—including finding the right keywords and adapting to shifts brought by AI and long-tail search.

Key Discussion Points & Insights

1. The Business Impact of Stopping Content ([01:15])

• Lara references an article by Neil Patel discussing what happens when companies stop blogging.
• Key takeaway: When brands halt content production, "their organic traffic starts going flat and the sales are starting to affect."
  – Lara Schmoisman [02:10]
• She stresses that she is a "big, big fan of blogging" because of its direct link to SEO and organic growth.

2. Types of Keywords Every Brand Needs ([02:35])

• Brand DNA Keywords: Obvious keywords like your brand name and products.
• Competitive Keywords: The keywords your competition ranks for. "Those are always evolving. So you need to rank for those as well."
  – Lara Schmoisman [03:10]
• Trending (Long-Tail) Keywords: The most important today, consisting of multi-word phrases and variations.
  – "The keywords are long tail, which means that there are multiple words or multiple ways to ask them."
  – Lara Schmoisman [03:26]

3. Evolving Nature of SEO with AI ([04:10])

• Not just about classic SEO: Structure content so it’s "pick[ed] up by SEO, but also that LLM traffic," referring to large language model (AI) search visibility.
• Example of a client who had no SEO prior: "Only in a few months of working really hard on their SEO...they're starting to rank and the organic search is incredible. There is power there."
  – Lara Schmoisman [05:00]

4. The Value of Blogging vs. Paid Ads ([05:45])

• Paid ads are good, "but also what you need to be doing is putting keywords and putting the work for SEO, structure your website."
• Organic growth supports sustainable business outcomes beyond temporary paid boosts.

5. The Changing SEO Landscape and AI ([06:30])

• AI and search engine algorithms are evolving, which means:
  • Best practices will keep changing.
  • There will be more regulation and policies to prevent “cheating the system.”
• "You need to be very watchful and using always best practices. So please be careful what you read out there."
  – Lara Schmoisman [07:00]
• Follow reputable sources with data-backed advice to avoid getting penalized by search engines.

6. Content as a Solution, Not Just Promotion ([08:00])

• Blogging lets a brand show up as the solution to real problems, not just as a product name.
• "When you go into Google...you put a problem and you're waiting for a solution. The name of your product is not going to be the solution."
  – Lara Schmoisman [08:35]
• Businesses (including personal brands) should align content with what users genuinely search for.

7. Know & Speak to Your Audience ([09:10])

• Understand your target market: "Who is looking for your content, how these people talk, who is really your targeted audience and try to connect with them."
• Don’t generate content solely for volume—aim for "conversions that they're really valid and not just putting content for putting content."
  – Lara Schmoisman [09:55]

Notable Quotes & Memorable Moments

• [02:10] "When brands stop blogging or putting content, their organic traffic starts going flat and the sales are starting to affect."
• [03:26] "The keywords are long tail, which means that there are multiple words or multiple ways to ask them."
• [05:00] "Only in a few months of working really hard on their SEO...the organic search is incredible. There is power there."
• [07:00] "Be careful what you read out there. Follow people that you trust that they're doing the research and they have the data."
• [08:35] "When you go into Google...the name of your product is not going to be the solution. So think about that."
• [09:55] "You want to bring the right audience to your website so you can create conversions that they're really valid and not just putting content for putting content."

Timestamps of Key Segments

• 01:15 – Why brands experience traffic and sales drops when blogging stops
• 02:35 – The three essential types of keywords
• 04:10 – Shaping content for both SEO and AI-driven search
• 05:45 – The case for balancing organic content with paid ads
• 06:30 – The future of SEO with AI and the importance of best practices
• 08:00 – Using content to solve audience problems, not just promote products
• 09:10 – Understanding your audience for more effective content and conversions

Episode Tone

Lara’s delivery is energetic, clear, and direct, encouraging business owners to take control of their growth through smart, continual content creation. She speaks practically, with an emphasis on actionable advice and cautioning against quick fixes or unreliable advice in the ever-changing world of SEO and AI.

For more details, resources, or to connect with Lara Schmoisman, visit larashmoisman.com or check the episode notes.