The short answer is: not necessarily. A blog is a format, not an obligation. What helps you show up in searches is pages that answer real questions, and there are ways to do that without a publishing schedule.
When a blog helps
- Customers ask you the same questions again and again.
- You know more about the subject than most people.
- You have time to write and to maintain what you have already written.
When it is only extra work
- You publish for the sake of publishing, with generic text anyone could have written.
- You do not have time to keep it up. A blog that has been still for two years gives a poor impression to anyone who finds it.
- The texts date quickly, like industry news or trends, and nobody revisits them.
The alternative: a few answers that do not date
Instead of a blog, pick the most important questions and write one good answer to each. These are pages that stay true for years and that you only need to review from time to time.
How to choose what to write
- List the five questions you hear most from customers before they buy.
- Write one page for each, with an honest answer, even when the answer is “it depends”.
- End each page with a simple way to contact you.
- Review them once a year.
An example
This is how I put together the articles section of this site: a few answers to real questions, with no publishing schedule. If you want to know how to show up in searches in general, read How to show up on Google with your website.