Nicole Mattson Consulting

I'm an IT pro who writes website content for software and web developers.

How Often Should You Publish New Content For More Traffic And Leads? [Web Content]

By now, most people know that publishing content is one of the easiest and most effective ways to boost your search engine rankings, get more traffic, and help your customers (and prospective customers) find your product or service. But how do you know how much content you need to start seeing results?

What Google says about content and SEO

Google offers its users a handy Search Engine Optimization Starter Guide. It's full of great information, but one thing it won't tell you is the exact amount of content you should be publishing. "Create fresh, unique content" is as much as they'll tell us. We already knew that, right?

What Bing says about content and SEO

Since Google has taken over the world, it's easy to forget about Bing. Don't—Bing is up to 20% market share in the US as of March 2015. That's a lot of potential page views you could be losing by not thinking about Bing's SEO preferences. But they're not a whole lot more specific than Google is. "Create good content for humans instead of machines" is about all they'll tell us.

What the data says about content and SEO

Fortunately, the marketing company HubSpot looked at data from more than 13,000 of their customers and found that companies that posted new content at least four times a week got 3.5 times more traffic than companies that added new content once a week or less. That's a big difference, and it was consistent for both B2B and B2C companies. Traffic is one thing, but what about leads? HubSpot found that companies who added content at least 16 times a month saw 4.5 times more leads than companies who only published new content 4 times a month or less. The difference was greater for B2C companies than B2B companies, but B2Bs still saw an almost 4 times greater number of leads when they published at least 11 times a month.

Content's value compounds like interest

Any one piece of content might not get a lot of views or generate a lot of social media shares. However, when you keep adding more content to your site, the results over time are clear. According to HubSpot:
Companies that had published 401+ blog posts in total got about twice as much traffic as companies that published 301 - 400 blog posts. Companies that published 401+ total blog posts got over 3X more leads than companies that published between 0 - 100 total blog posts.
If your competitors are publishing a lot of content and you're not, you'll fall behind them on search engine rankings. And if they're not publishing much new content, you have a golden opportunity to leap over them in traffic and leads. In a future post, I'll give you some tips on how to come up with ideas for new web content. In the meantime, if you can't produce all the content you need by yourself, contact me to find out how I can help you. Don't leave all those leads out there for your competitors to get.