"How many blogs should we be publishing?" It's one of the first things clients ask when we talk about SEO, and it's a fair question, because content takes real time and money. The short answer is that consistency and quality matter far more than any particular number. But there are useful benchmarks, and a sensible way to decide what's right for you.
Why blogging helps at all
Most business websites have only a handful of core pages: home, about, services or collections, contact. Each of those can realistically rank for a limited number of searches.
Blog posts let you show up for far more of them, especially the questions people ask before they're ready to buy. Over time, a good set of posts on one subject shows Google you know that area well. Useful guides also get linked to by other sites. And every post is a chance to link to the pages that actually make you money.
Two good posts beat ten thin ones
This is the part most people skip. Ten short, similar posts won't outperform two genuinely useful ones. Google's systems are built to reward content that actually helps people. Before publishing anything, ask: does this answer the question better than what's already ranking? If not, it's not ready.
Rough benchmarks by stage
A new website (first six months or so) benefits from building a solid base quickly, somewhere around 15 to 25 posts covering your core topics. Publishing about eight a month gets you there without rushing quality.
A growing website does well with four to eight quality posts a month, plus updates to older posts that are close to page one.
An established website gets more from refreshing and expanding what already ranks, with new posts to fill gaps and cover seasonal topics.
That's why our Monthly SEO package includes 8 blogs a month. It's enough to build steady coverage without sacrificing quality.
How long should each post be?
As long as it needs to be to answer the question properly, and not a word longer. A quick how-to might need 600 words. A buying guide or detailed checklist might need 1,500 or more. Look at what currently ranks for your topic and aim to be more useful, not just longer.
Plan in clusters, not random topics
Instead of picking topics one by one, group them. Start with a pillar, a broad guide or your main service or collection page. Around it, write supporting posts that each answer a specific question on that subject. Then link them together: every supporting post links to the pillar, and the pillar links back.
A jewellery brand, for example, might have a pillar on oxidised jewellery, with supporting posts on how to clean it, how to style it with a saree and how it differs from sterling silver.
Where good topics come from
The best source is your own customers. Note the questions people ask on WhatsApp, on calls and at the counter. After that, look at Google's "People also ask" box and related searches, the queries in your Search Console where you already get impressions, and what competitors and forums are talking about. Our keyword research guide walks through this step by step.
Don't forget your older posts
An older post sitting on page two can often jump to page one with an update: fresher information, clearer structure, more examples, better internal links. Updating is frequently quicker than writing something new, and it's one of the most underused tactics we know.
A realistic monthly rhythm
Two new posts a week works well for most small teams. In the third week, add an update to an older post. In the fourth, spend half an hour reviewing how everything is performing.
How to know it's working
Watch impressions and clicks per post in Search Console, the number of keywords you rank in the top ten for, how many readers click through from blog posts to products or contact pages, and, ultimately, enquiries and sales from organic search.
Two quick answers
Is one blog a month enough? It's better than nothing, but in a competitive market, progress will be slow.
When will new posts start ranking? Usually somewhere between two and six months. We explain why in how long SEO takes.
If you'd like consistent, well-researched content without writing it yourself, have a look at our SEO and content packages or get in touch.