An SEO guiding principle is that internet content is king. One of the first moves in an initial optimisation is to overhaul the site’s existing content. After that, a content plan is usually negotiated. SEO experts are careful to let their clients know that constant fresh content will give them an advantage in the rankings. Unfortunately, some clients interpret this as ‘upload chunks of content every now and then, and you will be fine.’

Bulk content does not count

Human behaviour operates in basic ways. We usually act so that there is the least inconvenience to ourselves. When that convenience frees up time to better operate a business, there is even more temptation to skip some steps. This is no doubt the logic that leads some site owners to post big chunks of content at one time, thinking that it enables them to forget about fresh content for a week or two.

This method will not have the effect you want with the search engines. Uploading masses of content at one time is still considered one upload. Even your users won’t think that this big update is of much benefit, as it obliges them to sort through lots of new stuff instead of handing it to them piece by piece.

Content isn’t like a bank. You can’t make a big deposit and hope it sees you through until the next time you deposit. There’s a reason it’s called ‘feeding’ content onto a site. It has to be done slowly for it to have any benefit.

Choose your timing

Having to set time aside every day to post fresh content is a hassle, there’s no doubt. This is particularly true as the best time to upload content is the middle of the night, to avoid any unforeseen problems interfering with user experience. A solution is to source some scheduling technology to enable you to upload in bulk, then schedule when to post.

Even when you have access to scheduling for your content, it’s important to consider when your content should appear on your site. It’s well known that certain days and times of day appeal more to users than others. It can be a good idea to research the behaviours of your target users when you schedule content, and you can talk to us at SEO Consult about this kind of user profiling.

Don’t give the game away

If you’re uploading your content once every two weeks and scheduling new pieces to appear daily, you need to ensure that all of your content fits the time. Some instances of this you may get away with. If, for example, you post a ‘things for the New Year’ article on January 2nd, few people would complain. If, however, you post ‘things to do on Christmas Day’ a few weeks after the event, your users are more likely to comment adversely.

This is a basic consideration, and one you need to flag with your writers. Mentions of dates, recent events and forthcoming happenings need to be guarded against. However, there are some happenings like climate change which can be referred to because they will still be relevant for a long time to come.

Get Involved