“How often should I post content on my website?”, this is probably one of the most common questions real estate agents ask when they start blogging on their website. The answer actually depends on a variety of factors. More is almost always better because studies prove companies that publish 16-plus blog posts per month receive 4.5 times the amount of traffic as companies that publish only 0-4 posts per month. More traffic means more leads.
But if you want to come up with a concrete editorial schedule, here are a few things you should keep in mind:
Why should be your posting frequently?
There are two types of content that you can produce for your audience to get more real estate leads: your opinion on the latest market trends and the ever green content like guides on buying and selling homes.
The first type of content will need you to act whenever there is some latest update on real estate market that may be informative and useful for your audience. If there is a study on the fluctuation of home prices or inventory in your area, you should try to add your own opinion and get it out to your audience as soon as possible.
You can come up with a schedule for the second type of content (ever green content). You can make a list of topics that you will cover over the next few months and stick to a schedule.
Here are some publishing guidelines for you to follow:
- Find out what other web sites in real estate niche in your area do with their publishing strategy. Do they publish daily or many times per day, what type of posts do they publish (short or long and informative)? Try to stay ahead of them.
- You should produce fresh content on a regular basis because it will improve your site’s ranking in search engines. Google’s Matt Cutts has talked about the importance of fresh content on many occasions.
- Establishing a publishing routine and sticking to it will be great from a user experience perspective. People will visit your website looking for fresh content and if they don’t find it they will be disappointed and never come back.
- Keep a tab on your site’s traffic statistics. If your traffic is growing at a steady pace, then it means you are heading in the right direction.
- If publishing daily does not generate any return (i.e. more traffic, more customers, more social media mentions, more exposure) then better reduce your publishing frequency and concentrate on other actions like finding other sources of traffic besides search engines.
You should not give up if publishing content regularly doesn’t produce results you expect in the short term. It may take you a while to build your website’s authority in the eyes of Google. You should have patience, create an editorial calendar and stick to your publishing schedule.