Adding more content to your website may seem like an obvious win. More content should attract more search traffic, right? But posting at an unsustainably quick pace can actually damage your efforts. Here’s how to find the right balance.
The Risks of Overloading Your Site
Endlessly churning out content can backfire by:
Overwhelming visitors. Too many new posts make it hard for visitors to find your best content. They get distracted and leave.
Burying evergreen content. Core content gets pushed down and becomes less findable and shareable over time.
Spreading resources thin. Trying to constantly produce a high volume of content taxes your team and strains quality.
Triggering duplicate content penalties. Republishing the same content across multiple pages can get your site flagged by search engines.
Diluting value. When you post too frequently, it becomes hard to provide truly useful insights with each piece. Posts become thin.
Diminishing returns. At a certain point, more content doesn’t drive more organic traffic. Search engines favor sites judiciously posting highly relevant content.
How Much Is Too Much? Look for These Warning Signs
How do you know if your pace is too frenetic? Watch for:
- Months-old posts disappearing from first-page search results
- Readers complaining content feels stale, thin or duplicative
- Key evergreen posts not gaining traffic/links over time
- Increased content production straining staff bandwidth
- Quality, accuracy or formatting errors creeping in
If your site exhibits these issues, posting less frequently may help.
Finding the Optimal Posting Cadence
There is no universal “right” pace. The optimal frequency depends on factors like your team size, industry, and type of content.
Aim to post enough to stay top of mind, but not so much that quality suffers. For example:
- Blogs: 1-3X per week
- Research reports: Quarterly
- Ebooks/guides: Every 2-3 months
- Videos: 1X week
Track results over time to see what pace maximizes traffic without diluting the impact of individual posts.
Remember – search algorithms value websites that publish consistently, not necessarily frequently. The focus should be on sustaining cadences, not increasing volume.
Tips for Improving Results of Current Content
Instead of simply posting more, try:
- Refreshing evergreen content by adding new data, examples and trends
- Repurposing top content into new formats like videos and podcasts
- Promoting content through social, email, PR and influencers
- Optimizing for SEO with keyword research and meta tag adjustments
- Link building to boost external references to core content
This more targeted approach improves the performance of existing assets. Less can often accomplish more.
Aim for a manageable, sustainable posting cadence that allows you to deliver maximum value for each piece of content. With the right focus, you can accomplish more with less.