I have an on again-off again client who can’t seem to decide whether to keep his blog or not. He’ll have us add fresh content daily for a couple of months then cancel. A couple of months later he calls us again to get his blog going. I’m going to speculate and say that he cancels his blog for budgetary reasons and that he starts it again because he notices a drop in search engine rankings.
Believe me, we understand about budgets. You have X amount of dollars to spend and you can’t squeeze out any more. You have to decide your priorities so that you can spend your budget on the things that matter the most to your business. That’s just the way it is.
But once you’ve decided that something is important enough to be added to your budget, in this case a blog, you are much better off sticking with it than cutting it off periodically and adding it back in later. A blog provides you with fresh daily content, which is important for long-term sustainability in search rankings. That’s not to say that if you have a blog then you’ll automatically rank on page 1 for your important keywords. But you are more likely to attain strong search engine positioning and maintain it over time if you consistently write well optimized blog posts that people like to read.
Should you kill your blog? That’s a question that only you can answer, but from an SEO perspective, I’d say that if you start it then you should keep it. If you think that you’ll stop writing to it – especially within the first six months of starting it – then you’d be better off not starting it in the first place. Consistency, persistence, and constancy are very important when it comes to blog optimization.