When business owners consult SEO firms, one of the common questions that comes up is “How often should we blog?.” Whilst it was once thought that the frequency of blogging was an important aspect in your SEO success, it’s now generally accepted that quality rules over quantity. However, old advice that suggested that more is better, still hovers round the Internet. In the stone age days of SEO, having more pages meant that your site had more chance to rank.
Some SEOs still look at the correlation between blogging frequency and business success and suggest that those businesses with the most active blogs are generally more successful. The key word here is ‘generally,’ this is a generalisation and as a business owner you can be wasting hundreds of valuable hours creating new content just for the sake of it.
Though there is definitely some benefit to blogging frequently, doing so every day is no longer expected unless you genuinely have something to say, or your industry calls for it, such as in the case of daily news. Before you begin blogging, ask yourself why you are blogging and set goals for what you want to achieve .This way you will have a greater understanding of the amount of information you will need to put out.
You first need to understand your industry to answer this question. If you want a general figure, 2-3 times a week is a safe bet, being that less than once a week can be too infrequent and 5 or more times can be excessive. Look at the other prominent bloggers in your sphere and see how often they are blogging. If you are blogging to gain authority in your niche, understand that is it not the quantity of information that will inevitably bring you a good reputation, but the quality.
Many blogs have already touched on everything they can or need to and just end up recycling or spinning content. At this point they aren’t bringing any new value to the table. What you want to do is create fewer pieces and make them as high quality as possible. Long lasting pieces of content that stay relevant are called evergreen content. If you shy away from trends and stick to solid content then the post will gain more value over time with increased back-links and views. When new information does come up, if it is related to an old piece, instead of writing a new article, simply update the old piece and redistribute it through your social media, email list and RSS feed.
Tip: Always keep the original URL, if you change the URL, Google will recognise it as a new page and it may lose the value it had gained prior to you making changes.
Remember, with a new blog it is more important to distribute the existing content and to build a reputation than to be creating new content. Having hundreds of articles but no readers is pointless. Look for guest posts, interviews and press releases initially, to build up a following and start to build an email list as soon as possible. If you would like to know more about how you can get started with a blog, contact us today.