Why Regular Blog Posting Is Crucial for On-Page SEO (And Why Google Punishes Stale Websites)
If you want your website to rank well on Google, regular blog posting should be part of your core SEO strategy. At Expressive Design, we specialise in Search Engine Optimisation (SEO) and web design that works – not just for aesthetics, but for visibility, discoverability, and long-term digital growth. One of the most overlooked aspects of SEO is how critical it is to keep your website fresh with meaningful, updated content. Neglect this, and you could find your site slipping in search rankings – or worse, stuck in what many SEO professionals refer to as “Google’s Sandbox.”
Let’s break down why content updates – especially through blog posts – are so important for SEO, and how staying active on your website gives your business the best chance of being seen.
What Is On-Page SEO?
On-page SEO refers to everything you can optimise directly on your website to improve search engine rankings. This includes:
Keyword-optimised content
Title tags and meta descriptions
Header tags (H1, H2, etc.)
Internal linking
Image alt attributes
User-friendly navigation
Site speed and mobile responsiveness
While technical elements are essential, content still wears the crown. That’s where blog posting becomes such a powerful tool.
Blogging Signals Relevance and Freshness to Google
Search engines like Google aim to deliver the most relevant and up-to-date content to their users. If your website hasn’t been updated in months (or years), Google’s algorithms may assume your business is inactive or that your information is outdated.
Regular blog posts tell Google:
Your website is active
Your business is alive and well
You’re contributing new, valuable content to your industry
Each blog entry is a new opportunity to target keywords, answer customer questions, build authority, and improve your chances of ranking on search engine results pages (SERPs).
Avoiding the Google Sandbox Effect
Regular Blog Posting Is Crucial – While not officially confirmed by Google, many SEO experts refer to the “Google Sandbox” as the state where a website – especially a new or low-activity one – struggles to rank for relevant keywords, even when it’s technically sound. One reason this happens is a lack of activity. Google simply doesn’t see enough new signals to justify ranking the site highly.
By regularly updating your blog, you keep your site out of this invisible trap. Frequent updates show that your site is:
Being maintained
Providing ongoing value to visitors
Worth indexing more regularly by search crawlers
A Blog Is More Than Just Words
Regular Blog Posting Is Crucial and blogging isn’t just about stuffing keywords onto a page. Quality blog posts help you:
Share industry expertise
Provide helpful how-tos or guides for customers
Announce company updates or offers
Link to other relevant services and pages
Build internal linking (great for SEO structure)
A good blog strategy also naturally boosts time on site, reduces bounce rate, and encourages sharing on social media – all of which contribute positively to SEO performance.
How Often Should You Blog?
There’s no one-size-fits-all answer, but consistency matters. As a general guide:
Aim for 1–2 posts per month at minimum
Make posts 500–1000 words, optimised for relevant keywords
Use a mixture of evergreen and topical content
At Expressive Design, we advise our clients to think of blogging not as an add-on, but as part of your core digital presence. Google loves fresh content, and your customers will too.
Let Expressive Design Help You Build a Better-Performing Website
We don’t just design beautiful websites – we help our clients get found online. Whether you’re a startup, an established business, or rebranding for the future, Expressive Design offers tailored SEO and content support to help you succeed.
From setting up a blog the right way, to writing posts optimised for your audience and keywords, we make sure your site stays active, relevant, and visible.
If your website hasn’t had an update in months, you could already be slipping down the search rankings. Let’s fix that.
