This post is part of a series about the Internet marketing strategy called Inbound Marketing and is part of a sub-series on how to ensure every blog post is of high quality from an SEO perspective. To access either of the lead posts, please click one of the links in the prior sentence.
Simply put, Google tends to give higher rankings to websites that contain a higher quantity of posts and websites that are updated more often. This is not a hard and fast rule, but test this idea by searching for something. Anything. You’ll see the highest ranking search results are larger sites that are updated often.
And… scheduling and publishing short posts allow you to update your website more often. Over time your website will have more and more discrete URLs. Both of these will increase the search ranking of your website.
If you find you have 500 words of something to say, saying it in two 250 words posts, one of which is published at midnight and the other of which is published at noon, gives you more Google juice (and yes that is a technical term) than publishing one 500 word post.
The consistency with which your website is updated matters to the search engines. Not just the number of updates, but the consistency of those updates.
However, don’t think you can update your website twice and be done.
Websites that are updated multiple times per day attract more traffic and generate more leads than websites that are updated only daily or less frequently.
You want your audience to find your website? Publish more often.
I refer to short posts as snippet posts. Snippet posts are between 200 to 250 words of unique content. In many of the posts on this website, I have about 50 words that are identical in every post, thereby bringing the total length of these posts to 250 to 300 words.
How do you know a snippet post when you see it? It’s short, to the point, and not something you’ll feel especially proud of. Snippet posts are generally not posts you share via Social Media, but that is not their intention.
Of course, your website must contain more than just snippet posts, but it’s these snippet posts that do the heavy lifting of getting the attention of the search engines.
You need to establish a publishing schedule and meet it. Consistently.
Want more traffic and more leads? Publish more often.
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