How Often Should a Business Do a Blog Update?
For businesses and startups, the primary aim of starting a blog is driving quality traffic to their website and increasing lead conversions. However, they are often stumped when it comes to finalizing a publishing schedule for their blog posts. The blog-schedule conundrum is understandably perplexing, especially when one considers this paradox: Tech blogs with the high readerships like TechCrunch, HuffPost or Forbes churn out as many as 50-100 posts per day! But, then again, blogs like Brian Dean, James Clear or Neil Patel, who limit their posting schedules to one or two posts per month, are able to go neck-to-neck with the aforementioned tech blogs, getting millions of unique visitors every month.
So, what really works? Pushing out a large number of quality blog articles every month? This might be near impossible for small businesses to do – at least not without compromising on quality. Or would a slacker schedule work better? Again, not necessarily, especially if they’re competing in a niche that already has competitors with higher readership and traffic than your own.
Here are five considerations you should be taking into account while deciding on posting frequency:
1. Pulling In Regular Readership
There’s just no point in pushing out 10 articles per week if no one’s going to be reading your content. It’s important to understand that your business has no chance of growing on the back of an aggressive posting schedule; it needs careful planning and a content marketing strategy in place. In order to start pulling readers into your website, you need to gain enough exposure to your audience. There are a number of ways to do that, including guest blogging. Once you have gained a sufficient number of visitors to your website through quality blogging content, you can start posting regular content on your own blog, starting with one or two blog posts per week.
As Neil Patel puts it, it’s not about blogging frequency, but about blogging strategically to gradually increase your readership.
Once you have built a sufficient readership, the other factor that plays into your blog’s popularity is the consistency of your schedule. With a steady readership, there will be expectations of new, fresh content every week, and it is up to you to keep to that schedule or risk losing your carefully built readership to disinterest. This is important.
A report from HubPost suggests that a higher the frequency of posting the higher the search engine visibility and traffic: blogs that were updated with quality content up to 16 times per month drew in 4 times as much traffic as those who posted 1-4 times per month. So, again, it comes down to posting high-quality content frequently for a chance at higher indexing opportunities and inbound traffic.
4. Relevance – Understanding Google’s Query Deserve Freshness (QDF) Factor
Another important factor that correlates SEO and how often you blog is the lifespan of your blog post, that is to say, how long your blog post stays relevant and fresh. Your blog post’s lifespan dictates how long, after it’s posted, will it continue to draw readers in, and how often it will be shared across social channels like Facebook and Twitter, and other blogs.
Google’s Query Deserves Freshness is a ranking factor that gives precedence to new, relevant content pertaining to recent or recurring events or trends over older content. That means websites with higher domain authority – like news websites – can rank higher. But, at the same time, Google also prefers older pages that are constantly updated with fresher content; as HubSpot proved when they revealed that 70% of their traffic came from older posts that were updated to reflect recent trends. The bottom line here is that freshness matters, but so does relevance.
The final consideration that affects your posting frequency is the number of resources and the budget you can comfortably utilize for the purpose. It comes down to this: how many hours can you reasonably put into creating quality content? Do you have a team of resources who can supplement those hours to put out more content each week? Is the amount of traffic generated on those blog posts proportional to the effort and resources put into it? Remember, it’s not just about finding the resource to write the content, it’s also about finding the resources who can take care of every aspect of marketing surrounding the content, i.e. creation, optimization, promotion and conversion.
In conclusion, your posting frequency affects your site traffic, that’s true. But, an increased posting frequency shouldn’t come at the cost of quality. Once you’ve hit upon a posting schedule, consistency in posting matters, too.