Your blog the framework for your online marketing strategy.
It’s often the first thing new visitors see on your website.
It’s a new source of traffic, an opportunity to build brand recognition, and a great area for converting your visitors.
But, it doesn’t work like a billboard. You can’t just create some content, hit “publish” and hope to magically see great results. Your content must be promoted and regular changes need to be made such as updates, and new content.
So, How Often Should You Update Your Blog For SEO in 2019?
I’m going to answer this question by taking two approaches. First- smaller, regular updates. Basically, the new posts you publish. Afterwards, I’ll cover the big, broad updates such as web re-designs that affect your entire site.
Let’s start by looking at some reasons to publish new posts:
If your blog has high quality content, your readership will start to look forward to freshly published posts. Make sure to give your regulars content they enjoy by publishing as often as you can WITHOUT sacrificing any quality. A weekly posting schedule is usually enough to establish a regular readership. These people are usually the ones who will form the core of your brand’s community. Remember to remain consistent! It’s difficult to build loyalty to your brand otherwise.
When it comes to capturing traffic from organic searches, generally speaking the more often you publish, the better. According to surveys, companies that produced 16 posts or more every month saw more than four times as much traffic as those who posted between 0 and 4 times. This makes sense if you think about it – If you publish four times as often, there are four times the opportunities for inbound linking and indexing opportunities. Think of it like fishing- The more times you cast off into the water, the greater your likelihood of catching something. In order for this to work, however, your posts must maintain their quality. If your posts are like casting a line into the water, your content quality is like the bait you use on your hook. Low quality bait won’t attract a lot of fish. So be sure to keep your readers happy by only publishing good quality content.
News and updates
How often you should post new blog posts also depends on how quick new things happen in your industry. If you’re a technology startup, for example, new developments are likely to happen daily. And posting daily, even if it’s just something short and sweet, or simply an update to an older article is always a good idea. However, if you’re in a slower industry less susceptible to change, you won’t require updates quite so frequently.
Have you considered the frequency at which your competitors are publishing new blog posts? If they have a larger following and readership base than you, this is an important question to ask yourself. If you’re trying to overcome your competitors, you might want to post more often than they do.
Budget and resources
Lastly, you’ll need to budget properly and realize the limits you have when it comes to pushing out new content. As you want your quality to remain consistent, investing money into maintaining a high quality standard and keeping to a regular publishing schedule will likely afford you new opportunities. More indexed posts in google, a greater chance to go viral, and more content to keep your loyal readers happy. However, it’s quality over quantity. It’s better to have a single high quality post than many low quality posts. Either way, the more you spend focusing on your content strategy, they more you increase your chances of it paying off.
In Summary, if you publish blog content as part of your marketing strategy, you should be publishing a new, high quality post once or twice a week, unless you’re in a quickly changing industry.
The design topic is harder to answer as easily as the first. It’s more overarching, and should happen less frequently. Some people suggest a blog redisign or refresh every 2 to 3 years. Although it’s a good general rule to follow, there are three big things that determine your need for design changes:
A few years back (Goodness, over a decade ago…) Flash was king for building websites. Nowadays, it’s seen as a resource consuming, insecure, incompatible, and outdated. In the mid 2000’s nobody was using mobile devices to access the internet. But since then, web technologies (as well as mobile devices) have improved, and the market has changed to adapt and accommodate them. (As most web traffic today is done on mobile devices). Similarly to how technology trends with mobile optimization gradually changed, it is important for you also to keep up with current standards. Thankfully, most of the time these changes happen gradually allowing major content publishing systems to help with the transition.
Design standards change superficially as well. Consider the last time you saw a tiled background or a hit counter on a modern website. It’s been a while, hasn’t it? Although trends like these are more difficult to track, they should still be part of your strategy. Check your website once a year for features that just aren’t “cool” anymore.
Your company interests might change. Some businesses in early stages review their business plan at least once a month- sometimes even changing their corporate identity as often as a few times per year. Your website and blog design must remain consistent to offer your readers and customers a unified brand.
In summary, we recommend your look over your design elements at least once a year, or whenever your branding strategy changes. Make plans to tinker with and update the design every 2 to 3 years.
Publishing new content and maintaining a regular content schedule is important if you want your blog to thrive. If you split your attention between alternate campaigns and your blog, it’s not uncommon to lose interest and to neglect regular updates. Make certain your schedule new additions on a regular basis, and take time to audit and potentially change your design.
If you’re interested in further optimization techniques, Click here to go in depth on how to optimize your blog posts for SEO in 2019