There is a direct correlation between the frequency of article publication on your website and its corresponding organic traffic:
It’s rare to have a website that blogs too much.
Chances are, your site could use more blog posts, especially if your winning competitors are posting much more frequently than you.
In fact, most websites should be publishing blogs more frequently. But, at what pace?
The answer is, “it depends!”
Do you run a small site that is just starting out? Do you run a larger site, but happen to work solo or as part of a very small team? If you don’t have a lot of resources to throw at the problem, you’ll do well to post at least once a week. Posting more often than that, while potentially beneficial, but can strain your resources. It comes back to the quality vs. quantity debate; according to Google, in this case, quality wins. Shoot for once or twice each week.
Do you run a larger site with a large audience and a team of content creators? You’ll have no trouble meeting the requirements of posting once or twice each week. In these cases, you can post every other day, all five days of the week or all seven days of the week. This is where your judgment comes into play. Perform a few months worth of tests; posting on Monday/Wednesday/Friday, posting five days each week and posting on weekends as well. How does your traffic compare? Some variation will come from the content of the posts, of course, but you have to take that into account.
From our experience with posting thousands of blog posts with thousands of clients, we have found that there is a good max/min for blog posting frequency for SEO.
We have found that posting two blog posts per week is a good medium amount for good results, especially for new(er) websites.
Blog posting once per day is a good maximum, as most websites begin to experience decreasing marginal returns after ~30 posts per month.
And, without a good disciplined content plan in place, blogging too frequently may actually create keyword cannibalization issues.
Some sites, however, can benefit from a higher flow of content. These are the high-tier sites with huge audiences and large teams of content creators. Posting two, three or more times each day gives each author a chance to shine, and can scale site traffic more rapidly. Some of these larger sites even split posts among several smaller client sites for added benefit.
As a general rule of thumb, more blogging means more traffic, and no matter what your initial conversion goals are, more traffic means more potential customers.
Blogging frequency is also dependent on your audience, your site compared to competitors and the topic/industry. Startup websites with thin or light on-site content, you may need to blog much more frequently to play “catch-up” on your site. That might mean blogging as often as daily (or even several times a day) to get your content noticed and to catch up to competitors in your space.
But remember, don’t ever create content just for the sake of content. That is never an advisable strategy.
The sensible way to start a discussion of how often you should be blogging is to understand how long the average blog post is going to stay fresh and relevant, which means how long it will continue to attract readers and be shared across other blogs and various social channels.
The truth is that a good, well-crafted single blog post can deliver regular quality traffic over a very extended period:
This underscores the need to create and keep creating. A single up-front investment can yield dividends for months and years.
Number one on the agenda for your blog should be your commitment to make regular posts on a consistent basis no matter what it takes. This is critical because many of your regular blog readers will be looking for new posts from you, and when they don’t find them, will assume that your blog is not that important to you and will quickly lose interest. Posting consistency also applies to the specific days of the week when you publish new content. If you start out posting every Monday and Thursday, you need to continue to post every Monday and Thursday. Yes, it really is that important.
The best way to organize and simplify your blog posting is with an editorial calendar. You can start out small, if you wish, by creating a list of blog topics for the next 30 days. Be sure to include seasonal topics if appropriate to your blog. One great source of relevant blog topics is your current customers; take note of the most common questions you are getting about your product or industry and write a post around them.
If you’re concerned about being able to keep to your publishing schedule, find someone in your organization that can. Or look into outsourcing your SEO blog posts to a reliable writer. Once you find someone to handle the actual writing of your blog posts, be sure to briefly review all content before releasing it for publication.
One thing Google has decided to promote in recent years is the idea of value to the user. It analyzes value through a range of factors, but one of the predominant factors is the presence of quality content. If your site has a large number of valuable articles, users will visit it, browse through those articles and stay for value. Compared to a site with very little content, it’s clear which site is more valuable to the average user.
However, you can’t simply dump hundreds of useful pages and hope Google counts it as a library of quality content. Google also looks at the date each piece of content is posted. Older content is often relevant to older situations or connected to older pieces of news. Situations change and news grows stale; older content loses value. Some pieces of content are labeled Evergreen — that is, content that stays valuable through the months and years — but most content does not qualify for this label.
Fittingly, Google encourages websites to provide a constant stream of value. Posting content regularly, tying it in to other recently posted content on other websites and keeping your older content up to date are all important indicators of value.
As Google says, make content for your users, not for the search engines. A user visiting your site and seeing all your information posted in 2008 is going to consider your opinions to be outdated, and they will find a newer resource.
Now that you know a steady stream of high quality content is critical to successful SEO, you need to ask yourself the next logical question. What counts as high quality content? Thankfully, Google has provided a number of questions to ask yourself about your content as a sort of impersonal litmus test. Step outside of your duties as webmaster and look at your content from the point of view of a user.
These questions, along with 14 more, can be found on the official Google Webmaster Central blog. They should help you determine what is considered high quality and what may be flagged as low quality or spam.
While there are plenty of rules of thumb about how much you should blog – both generally and within your industry or niche – these are just guiding numbers. The reality is that it all comes down to data.
If you’re in a competitive niche (and whose niche isn’t crowded, these days?), you need to match the pace of your closest competitors (at the very least). If possible, you want to surpass them by producing both better quality and quantity of content.
But how do you know how much content they’re publishing – and whether you’re pushing out enough of your own?
These are really valid questions, and it’s the bloggers and businesses that dig into the hard data that are able to answer them and respond accordingly.
There are a variety of methods you can use, but there’s one simple one that cuts straight to the chase. Here’s how it works:
Let’s say, for example, that you want to see all of the content that’s been indexed on Business.com from the period between August 1, 2020 and September 1, 2020. Your search would look like this:
In return, you would only get results for indexed content from Business.com between those dates:
For the record, that search revealed 333 pieces of indexed content in the month of August!
Hopefully you’re not trying to compete with Business.com, because that means you need to publish roughly 11 new pieces of content every single day – just to match their pace.
But here’s the point: You can run this type of search on your competitors. And based on the results you get you can develop a content strategy that allows you to compete and win with content.
If, for example, you find that your three closest competitors have published one, four, and two pieces of content over the past month, respectively, you know that publishing five pieces of content each month is going to help you gain ground. You can use this information to guide your thinking and strategic planning.
On top of showing you how much content to produce, this also gives you a good idea of the topics and keywords they’re targeting. File this away as valuable intel!
There are absolutely correlations between blog posting, brand mentions and social media shares:
Once your post is published, take the extra step and promote it across your social media channels. You’ll see higher website traffic as well as improved search engine rankings. Some of the most effective ways to promote your blog posts include:
One of the biggest problems with published research about blogging for SEO is its inability to take the unique characteristics of your target market into account. Your audience may or may not respond in the same way that the averaged results from the research have indicated that they should.
Start your blog with the basic demographics of your target audience. Consider how likely they are to respond to your blog. In some cases, it might make more sense to target some demographic groups through another channel, such as members of Generation Y. Born in the 1980s and 1990s, this group grew up with digital technology, and are much more accessible through Facebook and Twitter.
Track your website traffic. You’re looking for trends that indicate the days of the week and times of day your blogs are getting the most traffic, engagement, and social sharing.
Track your keywords. Perform a content audit (including a content gap analysis) and your own keyword research. Find which topics you may not have covered and create a different spin from competitors, keeping search intent in mind for the content, titles and descriptions.
Some great analytic tools, either free or with a free trial period, that can help you analyze your traffic include Google Analytics, Ahrefs (for content gap analysis), AWStats, CrazyEgg, SiteMeter, GoStats, and StatCounter.
Keeping your blog fed with regular, engaging, quality content is what we do. Our blog writing service allows you to successfully outsource your blog, allowing you to work ON your business, not IN your business. Contact us today!