Most marketers can relate to the following scenario: It’s getting late in the business day and you have to decide whether to fire off that latest blog entry or wait until the next morning. It comes down to a question of SEO value: Is it better to get those extra timeliness points for publishing sooner, or are there benefits to waiting for a fresh audience? The answer will vary depending on each brand’s audience, but KissMetrics shared some data that showed marketers get the biggest bang for their search buck by distributing online content first thing in the morning.
To start, 70 percent of internet users read blogs in the morning. That doesn’t mean they aren’t also reading at other times throughout the day, it just means that’s when marketers have the biggest potential audience for their blog content. It’s apparent in the fact that the average blog receives the most visitors around 11 a.m. Blog posts also tend to receive the most inbound links first thing in the morning, the data revealed.
70 percent of internet users read blogs in the morning
This data shouldn’t be taken as a tried-and-true strategy, but rather a catalyst for experimentation.
Every site has a unique audience, some that span time zones and others that pay attention to agile reporting and respond to sites that publish breaking news. KissMetrics also gave evidence that early morning posting shouldn’t come at the expense of consistency. Blogs also get more viewers when they have more posts going live every day and sites that publish more content per day receive significantly more unique views than domains producing a lower volume of collateral.
There are definite benefits to continuous corporate blogging regardless of the timing. Around 43 percent of marketers said they generated customers through their web content in 2013, according to a Hubspot report. When brands realize when they have captive audiences, they just might find it’s easier to increase that number and drive even more conversions in 2014.