How often should you publish blog posts?

Frequency works through three mechanisms: coverage (every article is a new set of queries you can rank for), freshness (regularly updated sites get crawled more often and signal that the business is alive), and compounding (article five links to article one; topic clusters build authority that single posts never reach).

What frequency does NOT do is multiply results linearly. Publishing daily instead of weekly doesn't give you 7x traffic — quality collapses first, and thin articles can drag the whole site down. The curve flattens fast; the sweet spot for a small business site is almost always weekly.

Match the cadence to what you're trying to achieve — and to what you can sustain for a year, because that's the horizon where blogs pay.

• Visibility for a local business: 1 article/week. 50 articles in a year covers essentially every question your customers ask.
• Defending an established site: 2–4/month plus refreshing old posts is enough.
• Competitive national keywords: 2+/week, realistically a content team.
• The floor: 1–2/month keeps the site alive. Below that, crawl frequency drops and the blog reads as abandoned — worse than no blog for trust.

A genuinely good article — researched, written, structured, illustrated, published — costs three to five hours. At one per week that's a part-time job that produces nothing this month and everything in a year. That inversion is why blogs die: the cost is immediate, the payoff is deferred.

The data point that matters: the blogs that win are almost never the best-written ones. They're the ones still publishing in month eleven, when every competitor stopped in month three. Consistency is the moat precisely because it's the hard part.

Batching helps (write two, schedule ahead), an editorial calendar helps, but both still consume your hours every single week. Delegating to an agency holds the cadence at 300–600€ per article.

The third option is automation: Uisdom's autoblog writes and publishes one article per week on your site — planned around your services, structured for Google and for AI citations, in your language. The cadence holds by construction, and you approve or edit anything before it matters to you.