Blogging three times per week and expecting better search engine results? Think again.
I’ve seen no data to support good results from blog stuffing, in which a company publishes an inordinate amount of blog content (typically more than once per week), relative to their size. But, I have seen great results from blogging at a more reasonable rate of one to four times per month, as measured by Google Analytics and other tracking software.
One thing is certain. Blog stuffing uses up plenty of critical company time and resources. Yet I’m seeing a number of businesses who have been advised to blog stuff or alternatively, to constantly revise the content of their website. The usual result is a rapid stoppage of all content, which is nearly as bad. Yet for some digital marketing agencies, blogging three times per week is a common and in my opinion, misguided mantra.
Think about content creation from Google’s perspective. The Google algorithms love fresh content, but will “know” approximately how large your business is through various signals, such as the number of employees on LinkedIn, number of locations, type of business etc. Their algorithms no doubt have an understanding of what is a reasonable amount of content output, for a 5 - 50 person company and it’s a lot less than two thousand words per week. Who would have time for such a quixotic project?
With rare exception, the only rational reason for blog stuffing is an attempt to attain higher search engine rank positions. Therefore, blog stuffing is a form of black hat (not kosher) SEO and is unlikely to help or could even result in a downgrade in search engine rank. Blog stuffing is therefore similar to keyword stuffing, but worse, since it also sucks up so much of your valuable time.
So should companies blog? By all means. But blog stuffing in order to trick the search engines…a sure fire trip to digital Armageddon.