Every year I like to look back at what content resonated most with our readers. It’s part curiosity, part strategy, and part keeping ourselves honest about what actually matters to the people we’re trying to help.

2025’s list surprised me.

Not because of what made it to the top. But because of what stayed there.

The List

Here’s what you read most this year:

  1. Four Tips To Increase Your Quote Acceptance Rates
  2. Google AI Overviews: What Kiwi Businesses Need To Know
  3. Five Ways To Get Your Business Into Google’s AI Overview Space
  4. Deep Research In AI: Which Tool Goes The Deepest
  5. Your Google Business Profile: The Second Website You Didn’t Know You Had
  6. The Spring Rush Is Real: Why Your Home-Focused Business Needs To Shift Gears
  7. Making Sense Of Your Customer Journeys
  8. Protect Your Rankings: How To Refresh Your Website Without Losing SEO Value
  9. Five Example Frameworks To Solve Your Newsletter Content Problems
  10. When Your Message Sounds Like Everyone Else

The AI Effect

Look at that list and you’ll spot a theme pretty quickly. Four of our 2025 posts in the top 10 were about AI. Google’s AI Overviews. Deep research tools. How ChatGPT is actually being used.

This tracks with what we’ve seen in conversations with clients all year. AI isn’t a future concern anymore. It’s a present reality that’s reshaping how people search, how they find businesses, and how they make decisions.

If you haven’t thought about how AI affects your visibility online, that’s the nudge.

The Surprise: Evergreen Content Still Wins

Here’s what caught my attention.

Three of our top 10 posts weren’t written in 2025. They weren’t even close.

Our number one post? Written in 2021. Four years ago, and it’s still the content people find most useful.

Number seven on the list is also from 2021.

And number nine? That post is from 2009. Sixteen years old, still pulling readers in.

There’s a lesson here that I need to remind myself of regularly: good content compounds.

We spend a lot of energy chasing the new thing. The latest platform. The emerging trend. And yes, that matters – our AI content proves it.

But there’s something to be said for the slow burn. For writing something genuinely useful and letting time do its work.

What This Means For Your Content

If you’re creating content for your business, the temptation is always to focus on volume. More posts. More frequency. More noise.

This data tells a different story.

The posts that performed best were the ones that answered a specific question well. Tips for getting quotes accepted. Frameworks for newsletter content. Making sense of customer journeys.

Not clever. Not trendy. Just useful.

That’s the bar.

Looking Ahead

We’re heading into 2026 with a clear focus: keep creating content that helps Kiwi businesses navigate the changing digital landscape.

AI will keep evolving. Search will keep changing. But the fundamentals – understanding your customers, communicating clearly, measuring what matters – those don’t go out of style.

Thanks for reading this year. See you in 2026.

Want to know how your digital marketing is performing? Book a free audit and we’ll take a look together.