Blogging as we know it is dead, and John Mueller, Senior Webmaster Trends Analyst for Google, has just confirmed it.
In response to a question on Twitter regarding whether or not a change in posting frequency could impact site rankings, John says, “A site isn’t a machine that pumps out content at a fixed rate. Well, it shouldn’t be :-).”
This is big news for those of us in the online marketing field, and for individual business owners and entrepreneurs as well.
What This Means
Let’s break down his response to really get to the meat.
First, he confirms that reducing the level of blogging that your business does will not have a direct impact on your overall site ranking.
If we can assume the converse is also true, then this means that increasing the level of blogging will also not have an impact on your rankings.
It is the next piece of his answer that really tells us the most. Google is pretty close to the vest when it comes to telling people what they should and shouldn’t do, so by outright saying that your website shouldn’t be a content machine speaks volumes.
We agree with other industry experts that believe what John is really saying is that adding content is not the same as adding value.
Having structured, scheduled blog posts that rehash the same ideas over and over does nothing for your rankings. Google loves unique information, so saying the same thing that every other site in your niche is saying will never improve your SEO, even if you say it every 3 days in a different way.
How To React
If you are using a structured blog schedule or blogging company to consistently generate content for your website, it is time to consider a change in marketing strategy.
Unless you are dedicated to becoming an industry news leader, your website should not require constant updates.
The key is to add targeted, relevant, and supportive content when and where it is necessary.
If you add a new service, have a fresh idea or solution that no one else is talking about, or have landed a huge client you want to brag about, then these are great times to make adjustments to your website content.
However, if you don’t have anything new to say, it is better not to say anything at all.