Hello stranger – the blog returns

Blogs are a brilliant tool for enhancing brand visibility and driving traffic to your website. A regularly updated blog makes your site more appealing to visitors – a fact that Google algorithms will convert into better search results and, over time, a higher ranking.

Note the two operative words in that last sentence: “regularly updated”. Google rewards websites that are active and furnished frequently with fresh content. That goes for blogs, too. 

Farewell to sleepy blogs

Many blogs, whether corporate or private, start out with the best of intentions but fizzle fast. When did you last browse a website and click on the blog tab only to find the last post to be dated months or even years prior? For a business, it’s not a great look – and guaranteed to give zero zing to those Google search ratings.

At Cloudfish we know this as we’re no exception to the world of comatose blogs. After bursting from the starting blocks with high ambitions, our blog failed dismally to hit its stride before work and a thousand other commitments diverted attention elsewhere.

More trumps less

We aim to remedy this in 2022. Hence our New Year’s resolution of penning on-topic blogs on a more frequent basis. More definitely trumps less when it comes to blogs, as Google makes clear in its advanced SEO guidelines. 

But how regular should a blog be? The web is full of advice and guestimates, ranging from weekly to bi-weekly to daily. For the average small business, the latter and probably even the former may feel like a commitment too far. Even for larger businesses, publishing a couple of readable and on-point blog posts per week can be challenging.

It’s the what, not the when

A shrewder strategy is to focus on what you write rather than when to write. Quality outperforms quantity in so many areas of life. Blogging is no exception.

“If your goal is traffic just for the sake of traffic and you’re willing to do whatever it takes to get there, then you’re probably going to need to post pretty frequently. Unless you have help, prepare to experience some burnout,” advises David Risley, founder of the Blog Marketing Academy.

“If your goal is more business-oriented, then your blogging and your content strategy should be way more strategic. You don’t need raw numbers. You need the right kinds of people. So, in that case, feel free to slow that post frequency down. When you publish a new post, make it count.”

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