Guide · Content
Should you
bother blogging?
“Publish two posts a month” is standard agency advice and it is wrong for most local businesses. Posts published to a schedule with nothing to say do nothing, and the time would have produced more as a service page. Here is the test we apply before recommending it.
Published 2026-09-24 · Formory Group
The test: do customers ask you questions before buying?
If people ring you already knowing what they want and only needing a price, a blog will not help. A tyre shop, a car wash, a laundry — those decisions are made in the map, and content changes nothing.
If customers ask the same five questions before committing — what does this cost, how long does it take, do I need a permit, what goes wrong, how do I choose between options — then each of those questions is a page that will be found by people at exactly the moment they are deciding.
Write the five questions, then stop.
Five genuinely useful pages beat fifty thin ones, and they keep working for years. Publishing on a schedule is what produces the thin ones: the obligation arrives before the idea does.
When a new question starts coming up on calls, that is the sixth page. That is the entire content calendar a local business needs.
What not to publish.
Industry news nobody outside the industry cares about. “Five tips” posts that could have been written about any business anywhere. Seasonal filler. Anything an AI wrote from a one-line prompt and nobody checked — that is the pattern search engines are explicitly built to discount now, and it drags the rest of the site with it.
The test is the same as for service pages: could a competitor publish this unchanged? If yes, it earns nothing.
What a good local post looks like.
It answers one question in the first two sentences, then justifies the answer with something only you know: what you charge, what you have seen go wrong, what the local rules are, what the last twenty jobs looked like.
Specific and checkable beats comprehensive. A post containing a real price range and a real timeline is quoted, linked to and cited by AI assistants far more often than a thorough article containing neither.
Questions
Asked often.
How often should I publish?
When you have something to say. A business publishing four excellent pages a year outranks one publishing two empty posts a month, and spends less.
Does a blog help SEO directly?
Only through the pages it produces. There is no ranking bonus for having a blog; there is a benefit to having pages that answer what people search for, and a blog is one way to house them.
Should posts have dates?
Yes, and they should be honest. A visibly old post is better than a post pretending to be new — readers check, and so do search engines.
Now check your own
You have read the numbers.
Where does your site stand?
Type your address and we will open your site the way a visitor would, then tell you plainly what is wrong with it — including when the answer is nothing. Ten seconds, no email, nothing stored.
Think yours needs
rebuilding?
Send us the address and what you do. We will look at what is there and tell you whether a rebuild is worth the money, or whether the problem is somewhere else entirely.