Keeping your company website fresh and relevant has never been more important. Tired, outdated content will lead to a drop in search engine rankings, which has the potential to hit your business hard, especially if you rely on organic traffic (visits via search engines) for new business leads.
Websites that regularly create content optimised for search engines will see a steady increase in organic, ‘earned’ traffic. Posting blog content – and promoting that content via other channels such as social media – is an excellent way of keeping your site current while positioning your company as an authority in its field. But how often should new content be posted?
Quick guide to blog frequency
The truth is there’s no fixed rule on the ideal blogging frequency, and each company must devise its own content strategy according to budget, staff resources, and the service or services it wishes to sell.
A large company offering multiple services may have an endless list of relevant subject matter for its blog posts, and could easily justify at least one blog per week. However, a niche business with perhaps just one product line would need to work harder to source fresh and interesting material, and one blog per month could be sufficient.
The key point to remember is that quality content is more important than frequency. Blogs should be well-written and engaging. Search terms and relevant links should be interwoven to ensure good SEO but not ‘stuffed’ in. Essentially the aim is to entice potential customers to your site by answering their internet search questions in an entertaining and informative way. A great blog will raise awareness for your brand, increase your business’s credibility and, ultimately, drive conversion.
- Quality is key. One well-written blog will always be more effective than three mediocre offerings.
- Be consistent. Devise a publishing schedule to ensure that new content is posted regularly. But don’t stick slavishly to the schedule – be flexible if there’s something new to shout about.
- Refresh old blogs. Once you’ve built up a bank of articles, keep the archive relevant by tweaking any outdated information or expired links, and expanding the content with new words or images. Google will reward you!