Plenty of research by some very knowledgeable people has already been done on the effects of blogging frequency on SEO results, and we’ll share those key findings with you as long as you promise to take them with a grain of salt.
What’s that grain of salt? Never substitute someone else’s experience for your own. No research in the world is ever going to take the place of personal knowledge, gained by first-hand experimentation and tracked results, of what will work best in your own particular situation.
Ideally your blog is addressing a particular topic, and is written for a specific niche or industry. By doing your own research and compiling your own statistics of what’s working and not working for your blog, you may well find instances where a bad idea according to the research of others is actually working very well for you. Or that what should be a good blogging practice just doesn’t seem to apply in your particular case. These are things that you’ll never know unless you do your own research.
Later in this article we’ll look at some ideas for conducting your own research to help you optimize your blogging efforts for maximum results. For now, let’s see what others have found to be working for their blogs.
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.
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 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.
Many bloggers have found the magic number for blogging frequency to be twice a week. In short, more blogging means more traffic, and no matter what your initial conversion goals are, more traffic means more potential customers.
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 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 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.
Some great analytic tools, either free or with a free trial period, that can help you analyze your traffic include Google Analytics, AWStats, CrazyEgg, SiteMeter, GoStats, and StatCounter.