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One of my New Year’s resolutions last year was to blog on my personal website every day in 2013. I made it all the way until St. Patrick’s Day, where I unfortunately partook in a D.C. bar crawl and ended up falling asleep at a bar. Needless to say, no blogs were written that evening.
When it comes to blogging for your business, a lot of time-strapped business owners panic at the thought of blogging every day.
The truth is, you definitely don’t have to blog every day in order to get more traffic to your company’s website. It’s true—some of the most successful bloggers do indeed post every day, and sometimes even multiple times a day.
For some bloggers, this is ideal. A consistent blogging schedule lets their followers know exactly when they should check the site for a new post. For example, I know that the blog PostSecret is updated once a week on Sundays. Sometimes (if I wasn’t asleep at a bar), I’d wait for midnight to strike on Saturday to check PostSecret. More often than not, the new post was up.
But at Blue Corona, most of our clients are locally-owned home service companies in industries like HVAC and plumbing, remodeling, roofing, etc. Do you think there are people who compulsively refresh their browser waiting for the latest post from their local plumber? There might be! But probably not that many.
According to blogging expert Darren Rowse,
“I’ve lost count of the number of times I’ve heard prebloggers dismiss the idea of blogging because they don’t have the time or discipline to produce daily blog posts. The belief is that to be successful they need to get posts out daily (if not multiple times per day). The reality is that there is no single approach to successful blogging when it comes to how often one must post. There are plenty of examples of highly successful blogs that operate at both ends of the frequency spectrum.”
However, I would still argue that the more high quality blogs you can write, the better. At least from an SEO perspective.
Why More Blogs Are Better
Google doesn’t rank websites; Google ranks Web pages. Each page on your site represents an opportunity to rank for a handful of keywords that your prospective customers are using to find your products and services. If you think of your website like a fishing boat, each page is like a hook in the water and offers an opportunity to bring in more fish (leads).
Installing a blog on your website is an easy way to increase the number of pages on your website. The more frequently you blog, the more hooks you have in the water.
HubSpot puts it well:
“Sure, after you’ve scaled your marketing team to have enough content to fill every single day of the week, you can think about publishing every single day … but when you’re first starting out, blogging a few times a week is very okay. As long as you are focusing on the right topics (usually questions that your prospects, leads, and customers have about your business), you’ll start to see traffic and leads pour in. In fact, we’ve found that companies that blog 15 or more times per month get 5X more traffic than companies that don’t blog.”
A Case for Blogging Every Day
As part of an experiment, Blue Corona’s content marketing team started blogging on the Blue Corona site five days a week.
At first, I’ll admit we were disappointed in the results. Although the traffic was definitely up from the year before, we expected to see a more dramatic increase month over month.
Nonetheless, we kept at it. And sure enough, last month we had our best month ever in terms of overall traffic:
For a closer look at just how effective the blog has been at driving these visits, here’s a look at visits to Blue Corona’s site where one of our blog posts was the landing page:
When it comes to SEO, rankings and traffic don’t come overnight. We always tell our clients that they might have to wait up to six months to see any results from SEO. Our results from our daily blogging campaign serve as a great reminder of that.
“I Don’t Have Time to Blog Five Times a Week; I Have a Business to Run.”
That’s cool. At Blue Corona, we provide you with a kickass content marketing strategy to get you ranking well in search engines (to get your business more traffic, leads, and sales from the Web), and we’ll also make sure your content doesn’t read like an outsourced company in India wrote it.
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About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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