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What the episode covered
Is it really necessary to publish or do an update to your blog posts on a weekly basis? In this episode of Gert Mellak Podcast, Gert outlines how to determine when to refresh or prune your already published articles. If your concern is to drive more traffic to your website by publishing more often, that is wrong. In fact, Google doesn’t really care about frequency, it cares more about what makes users happy or how relevant the article is.
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01:06 Introduction of the topic on blog posts
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02:05 Does Google care about the frequency of your Blog post?
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03:04 Why was the question about publication frequency raised?
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03:50 Deciding on whether to update or refresh your blog posts depends on the following:
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Is it still relevant or valid to the users?
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Your kind of industry e.g. technology-related industries
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What articles are losing traction?
04:50 Why is a tracking system necessary to see if your articles need some work?
06:16 Gert Mellak’s rule of thumb that applies to different industry sectors in regards to article updates.
What I would emphasize today
Search has moved beyond one channel. Google still matters, but your buyers also use AI answers, YouTube, Reddit, reviews, communities, and comparison content before they decide.
That means the practical question is not just “does this rank?” The better question is: does this help the right buyer find enough proof to trust us?
How to apply this now
- Diagnose the actual visibility gap.
- Check whether the buyer researches this topic on Google, AI tools, YouTube, Reddit, or another platform.
- Create the asset that answers the question clearly.
- Add proof, examples, and structure so both humans and AI systems can understand it.
- Measure whether the work leads to better qualified demand, not just more traffic.
My current take
The topic still matters, but the playbook has changed. SEO is no longer only about ranking a page. It is about being present with the right answer, on the right platform, at the moment the buyer is forming trust.
If you want to know where your visibility gaps are now, start with a diagnostic call or the AI Readiness Check.