One of the most common questions bloggers ask is how often you should post to your blog. You’ll be unsurprised to learn the short answer is: it depends. So let’s talk about what it depends on, and why there’s no single answer for every website.
What’s the Ideal Blog Post Frequency, Kenneth?
It’s true that websites that post more frequently tend to get more traffic, but is this actually because they post more often? Or is it because the most prolific websites tend to be companies with staffs working with an in-house SEO team to produce the best possible content and then get loads of inbound links to it?
When you ask small bloggers (one person sites, small teams, one person with hired writers) how often they post for their content marketing goals, you’ll get the following range of answers:
- I haven’t updated my site in 2 years and it’s doing great
- Nothing worked for me until I started publishing several posts a day
- Daily is too much. I blog every 2-3 days
- My readers seem to prefer once a week, so that’s what I do
Again, there’s no definitive answer to how many times per week or month or even year a blog should be updated. The ideal blog frequency depends on factors like your niche and topics, your audience, and your blog’s goals.
There are some general guidelines. For example, if a blog covers timely news or events, it may need to be updated daily or even multiple times per day. On the other hand, if your blog is more focused on evergreen content, it can be updated less frequently.
In fact, if it’s evergreen, you can stop writing new content and still get plenty of traffic for years. Some people will tell you this strategy leaves you vulnerable to Google updates that focus on freshness. But the truth is, you’re always vulnerable to algorithm changes and newer competitors taking your rankings. That’s just how it is.
What’s the Lifespan of a Blog Post?
The lifespan of a blog post can vary depending on the topic and how timely it is. A blog post about a current event will have a shorter lifespan than a post about a evergreen topic. The average lifespan of a blog post is 3-6 months.
If you write about celebrity gossip, you’ll need to update very frequently. These articles will lose traffic quickly as the audience moves on to the next bit of gossip.
But if you write recipes or tutorials that will be as valuable 10 years from now as they are today, those pasts can bring traffic for years to come.
How Often Should You Blog for SEO?
There’s an enduring myth that Google’s algorithm cares how often your site is updated. This isn’t true. It does care how up-to-date your content is, but rewriting old content can give you more growth than writing new articles.
It’s also true that more content is generally better. Every page you create is another opportunity for Google users to find you.
Both of these things help to create the impression that Google judges your content for freshness. It doesn’t. But fresh content can improve your overall traffic and reach via Google.
One thing is important to understand. It’s not how often you create content. It’s how much valuable content you offer that matters. And the more content you create, the better the chances you’ll create lots of valuable content. (Because let’s be honest: we all know content is king, but sometimes it’s hard to understand what Google does and doesn’t see as great content.)
Total Blog Posts and Traffic
As I mentioned above, it’s generally true that more blog content means more traffic. If you’re blogging for organic traffic from Google or any other search engine, you want to pump out as much content as you can as quickly as you can. It’s about having the links for Google to send visitors to, not how often you publish.
What the research says about ideal blog post frequency
The research on how often you should post to your blog is inconclusive. Some experts say that you should post daily, while others say that posting several times a week is sufficient. The best frequency for your blog depends on your audience and your goals.
What about readers?
Gone are the days when readers went into their RSS feeds and saw your updates as soon as they came out. Now readers find your new posts through whatever means you use to update them. This could be:
- A newsletter linking to your latest posts
- Social media posts announcing each new post
Unless you have actually cultivated an audience that regularly checks your blog on their own, you control when they learn about new posts. I don’t know why anyone worries that new content will overwhelm readers anymore, though it’s possible there’s a situation I haven’t thought of.
For readers, you can pump out the content so Google indexes it, but roll new content out to your readers more slowly if that’s what you think they want. If this gets confusing, try using an editorial calendar to keep track of what you’ve shared with readers when.
How to Find Your Ideal Blogging Frequency
If the goal is to create as much valuable content as possible as quickly as possible, then you post as frequently as you can. If it’s more about your work load and setting realistic goals, just go with what feels comfortable to you.
If you like sticking to a schedule for your digital marketing, pick one and go for it. You can aim for a post a week or a post every day. If that’s too much, feel free to post less often.
In the end, it won’t be how often you post, but how many articles you have and how good they are that matters.