Find out what happens to your blog’s SEO if you stop posting! – WAU

It is unthinkable not to have your business found online today. 70% of London companies have already adopted content marketing to increase their online visibility and have been showing incredible results with their blogs, according to Content Trends. However, some of them do not yet have an aligned strategy and end up leaving large gaps between their publications. You […]

It is unthinkable not to have your business found online today. 70% of London companies have already adopted content marketing to increase their online visibility and have been showing incredible results with their blogs, according to Content Trends.

However, some of them do not yet have an aligned strategy and end up leaving large gaps between their publications.

You probably already know the importance of a constant and well-planned posting frequency. Yes, it is essential, but do you know exactly what happens to your blog’s SEO if you leave it alone and stop posting?

It can really be difficult to make constant blog updates. It would be a lot easier to leave old content bringing traffic and publish only occasionally, isn’t it?

We can already say that doing this is far from being a good idea and will not add anything good to your position in search engines and traffic.

And it’s not just about rankings. It is necessary to convey commitment to the reader to be able to turn him into a customer.

Are you curious to know what happens if you stop posting? So read on and find out why not!

You need a blog, and it needs to be good

With the Internet, the relationship between brands and consumers has changed. Users are free to choose what they want to consume. Invasive marketing is no longer cool and its results decrease every day.

Therefore, it is necessary to create attractive content that will bring visitors to you and be interesting to convert them into customers. Blogs show themselves as the ideal space for this, with the publication of texts and an ideal structure for optimization of conversion.

Inbound Marketing is already showing more profitable results and, contrary to what some say, it did not die. He is definitely alive and more companies are investing in him every year.

In the same proportion that it is adopted, competition on the web increases. More companies build their virtual spaces, so the battle in search engines becomes even more intense. Therefore, it is necessary to go with everything to stand out in this environment.

Quality content is the key to attracting more visitors and dominating the top spots. However, people are increasingly anxious for news. Nobody wants to go to an old site, which may sound outdated. It is almost always preferable to check something that is still current, right?

That mindset it’s not just in the imagination, it counts as one of the ranking factors. Considering that Google is increasingly committed to understanding the desires of its users, updates to content, domain and pages are also part of its algorithms.

Crawlers see extensive content and recent updates as the best. In addition, the greater the flow of publication on your blog, the greater the number of visits from robots that your domain will receive. This is one more chance to increase your relevance on the web.

Thus, new content and updates to existing ones, interfere with your SEO and should be adopted to gain better positions in search engines.

Just remember that what Google’s algorithms are really focused on is their semantics and quality, which really counts for the user. Therefore, nothing to produce weak content just to increase in volume or to adopt black hat practices. This will not bring positive results.

The important thing is to find your rhythm and produce good materials within it. Only then, you can attract new visitors, make them become recurrents and eventually become your customers.

What really happens if you stop posting

In 2016, Robert Ryan, one of the masters of digital marketing, conducted an experiment that clarified this issue. He spent 251 days without posting anything new on his blog, that is, 8 months and 7 days without any fresh content.

Here’s what he found:

  • Organic traffic decreased by 32% compared to the previous period.
  • Organic traffic fell 42% in total.
  • Contact page traffic declined by 15%.
  • Site conversions decreased by 28%.
  • Their main keyword dropped from No. 1 to No. 6 on Google.

Just by looking at these data, you can see that you can’t go without publishing. But let’s go a little deeper and understand the reason for these results.

Cascade effect

Most of the traffic that blogs receive comes from organic searches, in which the user is interested in the information they are looking for. To help the user, Google establishes its algorithms to create a ranking of what may be best to serve you.

Naturally, old content and no updates are seen with bad eyes, since the chances of it being outdated are much greater. Thus, in the first positions you will find more recent or updated articles in the last 2 years, even more if the search is for a highly competitive keyword.

When leaving your blog stopped, Google interprets it as outdated and penalizes not only your old articles, but your domain. That way, all of your pages fall into some positions in the SERPs.

According to Search Engine Watch, the content that is in first place usually receives 33% of clicks, the second already receives about 18% and the third receives, on average, 11%. From then on, traffic decays at an alarming rate.

In Robert Ryan’s experiment, he went from number one to sixth place. Considering the percentage of clicks that each position receives, it stopped attracting 33% of people searching for the keyword and started to bring only 4%.

Now, let’s assume that this keyword has 100,000 monthly searches. Imagine just going from 33 thousand visits with only one content to only 4 thousand? Imagine that effect on your entire blog. It gives chills just to think about it.

Less visitors means less people seeing your content, liking it and, of course, converting it into leads to become customers. With that much less visits and conversions, you could ruin your Inbound Sales process and, consequently, your business.

In short, stop posting, makes your domain lose authority, your positions fall on Google and start to bring in far fewer visitors that convert less and less into leads.

In addition, organic traffic fell by 42%. This volume is related to a Google penalty. An Inbound Marketing strategy takes time to scale, so it is a waste with your investments to lose traffic and leads just due to lack of publications and content updates.

Therefore, publish and keep updating, especially the content that brings better results and with more competitive keywords.

Credibility leads to conversions

About 90% of consumers do research, search for comparisons and look for references online before making a purchase. That is, being out of the digital medium is no longer an option, regardless of your market.

According to the logic of Inbound Marketing, this makes even more sense, since the consumer comes to you. It’s on your blog where people will look for information and, if you do a good job, they will be converted into leads, go through the nutrition process and become customers.

Now, consider what would be the impression you would have if you entered a blog with the intention of looking for something you need and, even if it had fantastic content, it was completely out of date.

I am almost sure that you would not feel confident to subscribe to their newsletter or talk to a consultant. You might even think that they are not doing well, as they are no longer active in their virtual space.

Believe me, it can happen. Every channel in which your company is present gives an impression to the visitor. It is in your hands to make it positive. The blog is a business card, then you need to show that you care about the user and show that your business is reliable.

According to a survey by Jeff Bullas, another marketing master, almost 70% of consumers believe that a blog brings more credibility to a website. Among the factors that bring credibility:

  • 30% comes from quality content
  • 17% comes from good design
  • 15% comes from regular blog posts
  • 13% comes from a good presence on social networks

Companies with content imply that they want a good relationship with their consumers. After all, if they care about creating materials to help them, why wouldn’t they be equally collaborative with their customers, right?

That is, we can conclude that a blog is an incredible channel for you to gain the trust of your visitor. Invest in really relevant content, good design, SEO on page and be on social networks too.

However, remember: blogging goes beyond demonstrating expertise. It is about building relationships and transmitting trust and credibility.

Naturally, if you build a consistent virtual space, it will attract more visitors and earn more conversions, which will increase the profitability of your business.

Even if you already have a huge repertoire of content, don’t settle for old post traffic. Update your blog constantly and prepare fresh content that will not only show Google that you care, but show the visitor that your blog is worth following.

It is very likely that you will not consider being so extreme when Robert Ryan and go 8 months without publishing news, but unforeseen happen. Always be prepared and have reserve content.

Even if it is only a month without publishing, it makes a difference and can be the factor that will differentiate you from your competitors. And of course, you want to get ahead, don’t you? So continue with your super active blog.

You already know that you should not stop posting on your blog, but do you already know how to go about maintaining a constant flow of publications? Be sure to check out our editorial calendar guide and understand how and why your company should create one.