When it comes to inbound marketing, content is one of the most critical parts of the formula. You absolutely need to have quality content in order to implement a successful inbound marketing strategy. A lot of businesses seem to get concerned with this prospect, because a lot of content requires a lot of writing, and many people are uncomfortable with that concept. They’re not confident in their ability to produce so much content. Therefore, they wonder how few blogs they can get away with writing.
Unfortunately, there is no “magic number” of blogs that will cause leads to start pouring in. It’s really different for every business, and it’s all based on the quality of both your content, and the keywords that you’ve chosen to feature. However, there is a benefit to writing as many blogs as you can, and it has to do with Google’s search formula.
Operating at the mercy of Google
Google is the undisputed king of search engines, and its closest competitors aren’t even close. Even as Microsoft keeps trying to prop up Bing, Google still owns more than three-fourths of the search engine market. Which means that you need to cater your strategy to Google’s search formula.
Google uses a web crawler to scour the internet, cataloging everything it finds in Google’s index. The index is absolutely enormous (more than 100 million gigabytes in size), and Google references it when providing search results. The algorithms Google uses to provide the search results are secret, but they are constantly tweaked in order to bring you the most relevant and accurate results.
Therefore, you need to ensure your blogs are providing accurate, valuable and relevant information for whatever field you’re in. The quality, not quantity of your blogs is what’s really going to help your website generate leads.
So why do I have to write so many blogs then? Can’t I just write a few good ones?
Well, it’s not quite that simple. The internet is gigantic, and there is a lot of content out there for every subject. Yes, even if your business is providing underwater basket weaving tutors, there are plenty of other similar tutors available online. Unless your three blogs are going to win prestigious awards and be shared on Kim Kardashian’s Twitter account, you’re going to need to write several more.
The reason is that Google will make a determination on your site’s relevance based partially on the size of its online footprint. So the more pages you have, the more relevant you will appear. Providing internal links frequently is also a great way to improve your relevance ranking. This may seem counterintuitive – you just spent all this effort getting people to a specific page, why would you send them elsewhere – but Google’s crawler travels the web via links. So every link you provide means the crawler has to make another pass through your site.
Also, there’s no way of knowing for sure which one of your blogs is going to rank highly. You can take all the necessary steps to improve your chances; for example, using very relevant keywords in the blog headline and throughout the article, providing multiple links, writing about a very popular topic. But that doesn’t guarantee that the blog will rank highly. You never know what will resonate with web searchers, and no one has a foolproof method for gaming Google’s algorithms – that’s why they keep them secret! Somebody could make a lot of money if they figured out a can’t-miss strategy for always ranking highly on Google.
So don’t worry about hitting a certain number of blogs, just keep writing the best content you can on a regular basis. You should aim to update your blog at least twice a week, although three times is probably optimal. Work hard at it and Google will eventually reward you.