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The time I stopped posting new content

Business had been going well and I’d been busy with client work for months. For a lone freelancer, this was a fantastic position to be in. But I’d been so busy, I hadn’t posted any new blog content in months.

Then Google introduced a major new algorithm update — and my website suddenly slid down the rankings like a kid on a mudslide.

I wasn’t especially worried at the time, because I’d seen this before. The algorithm update would tear through the rankings like a tornado, but then the storm would pass, the natural order would be restored and my website would rise back up to the top where it had always been.

Except, this time, that’s not what happened.

Instead of climbing back up to the top, my website stayed down and carried on falling.

And as projects were completed and the calendar started to empty, I found myself not so busy and with no new enquiries coming in.

Cue panic!

Funny cartoon character panicking
Image by Dmitry Abramov from Pixabay

My website had always been my main source of enquiries and new business. As an SEO copywriter, I’d optimised it well and it had rewarded me handsomely.

But now? Nothing. Nada. Zilch.

I stepped up my efforts on LinkedIn while I tried to work out what had gone wrong.

Then I met up with Sonia Rosenblatt, an SEO friend I met on LinkedIn a few years ago. When I told her about the problems I was having, she asked me if I was still posting content regularly — and I had to say no.

“Well there you are, then,” she said, “that’s what your problem is.” And I instantly knew she was right.

Panic averted

I’m always telling clients they need to keep posting content if they want to improve their rankings. But when it came to my own website, I’d taken my eye off the ball.

For the next few weeks I started posting new content regularly and consistently and, sure enough, my website started to climb back up again. As I’m writing this, my keyword tracker is reporting a not-too-shabby 2855.55% increase in my website’s performance index. There’s still a way to go, but I’m on the right track.

The importance of posting blog content regularly

A lot of website copywriting prospects I speak to seem to think that when you’ve had your website professionally written and optimised, that’s it — job done. You can just put your feet up and wait for the enquiries and money to start rolling in.

Not so, I’m afraid.

Getting your website written and optimised is an important first step, but it doesn’t stop there.

You see, SEO is an ongoing process. And if you want to use organic SEO to bring more traffic to your website, an effective content strategy should be an integral part of your process.

There are a number of reasons why posting content regularly is important and in this post, I’m going to explain six of them.

6 Reasons to update your blog regularly

Image created by Jenny Lucas

1. It’s good for your SEO

Posting new content regularly shows Google your site is active. Google prefers active sites to dormant and neglected ones. If a site is active it shows the owner is invested in continual improvement and creating a valuable resource for its audience.

Every time you post new content, you’re giving Google a reason to crawl your site and reindex all your pages. The idea is that the more often you post new content, the more often Google will crawl it and the quicker your content will rank.

2. It helps you reach more people

Your website can only target so many keywords. And these keywords will most often be aimed at attracting your core target market — the people who know exactly what they want and what it’s called.

But this isn’t the full extent of your market. For example, there may be people who are Googling the problem rather than the solution, because they don’t know what the solution is yet. Or people who are using the language they’re familiar with, rather than the correct terminology.

The more keywords you can target, the more bases you can cover. And the more bases you have covered, the more chances you have to attract new prospects to your website.

3. It gives people a reason to come back

When you post new content regularly, it means there’s always something new to see. And if visitors have enjoyed your previous content, they’re more likely to come back and read more.

Every piece of your content a person reads takes them a little further along your customer journey and brings them a little closer to buying from you or working with you.

4. It keeps you current and relevant

Your blog should be an ever-growing and ever-evolving resource, filled with helpful content for your audience.

Publishing regularly means you’ll always be looking for new content ideas. And, in doing so, you’re more likely to be inspired by the latest industry news and trends.

Being at the forefront when it comes to discussing industry issues can make you a leader in your field. This means others in your sector will regard your site as a source of information. This could result in backlinks, which are good for building your Domain Authority (DA).

5. It gives you content for your social media

If you regularly post on social media, you can use your blog content to inspire your social posts.

For social, try breaking your longer content down into more bitesize pieces.

For example, you could write a post:

  • Discussing one of the stats from your article
  • Giving your list of tips or points in brief
  • Focusing on one of your tips or points in detail
  • Talking about the theme of your blog post to promote a discussion.

And include the link to your original article for the full information.

6. It keeps all your content fresh

Older content can date and lose its relevance over time. As a result, it will probably start to slip down the rankings. So, in addition to creating new content, you need to continually review your back catalogue.

There are four types of content:

  1. Evergreen — so-called because the information and ideas will never date and will always be relevant
  2. Updatable content — which will need regularly updating with the latest information, research, conclusions and advice
  3. Content for repurposing — which can’t be updated, but can be repurposed into something else
  4. Content for deleting — which can’t be updated or repurposed because the fundamental theme is no longer relevant.

As your blogging skills improve, you might also want to improve the quality of your back catalogue, in line with the new content you’re creating.

Keeping your back catalogue current and relevant ensures your whole blog is as valuable as it can be.

Do you need help with your blog?

Your blog should be helping to drive traffic to your website and generate new leads for your business. If it isn’t, maybe I can help.

I’m Jenny, a content writer and strategist who’s been helping businesses create effective blogs since 2008.

Some of the services I offer include:

  • Content audits — to evaluate the content you have and look for new opportunities
  • Content strategy — to help you reach more prospects and turn them into customers
  • Content ideas — because we all need more of those
  • SEO keyword research — for content that ranks on Google
  • Content writing — to populate your blog with effective, high-quality content.

Maybe you need help with some of the above. Or maybe you’re not sure where you need the help and would just like to talk to someone.

In either case, get in touch and let’s work out a plan.