Baidu favors a large amount of fresh content. If an SEO specialist can publish articles daily and submit them to search engines, the website will be relatively search-engine friendly. However, nothing is absolute. Can SEO still be done without creating original content? Under certain special circumstances, daily article publishing is not necessary — for example, when the website has many high-authority backlinks pointing to it.

Almost all large commercial websites update articles around the clock. Publishing massive high-quality content that users search for is a powerful weapon for SEO. From this perspective, daily article publishing is crucial, or rather, daily content updates are critical. However, in reality, most websites are small or medium-sized and do not have that much high-quality content available. This is the gap between SEO theory and practice that I often mention.

Theoretically, writing a large number of articles every day is the standard and effective SEO practice. Beyond this ideal scenario, however, article creation for websites in different situations requires case-by-case analysis:

1. Regular content updates are the most effective SEO method

Many SEO practitioners started out as content editors. At the beginning, they updated content daily, wrote original articles, or found materials to rewrite and refresh the website. When taking charge of a corporate website, supervisors usually require daily updates, as consistent updating helps improve and stabilize rankings.

Many SEO experts have followed this path, and many still practice it today. Top SEO specialists also emphasize regular updates, which allow search engine spiders to crawl on a consistent schedule. This can lead to instant or fast indexing, more indexed pages, and ultimately higher domain authority. This is the traditional SEO approach, and some have even summarized the best times of day for faster indexing.

First, let’s answer: Does SEO require article updates? The answer is yes. Websites need article updates to gain more indexing opportunities. Indexing leads to possible rankings, rankings lead to traffic, and traffic improves overall SEO performance.

This represents the ideal SEO scenario. Websites do need updates, but in reality, many SEOs update content just for the sake of updating. Writing original content daily is difficult, especially for sites with high update volumes, so scraping and rewriting have become common practices. However, as relevance weakens, more low-relevance pages reduce the overall thematic relevance of the site, leading to lower rankings or even complete losses.

For example, a corporate product website publishing industry news or company news daily actually provides little help for rankings and may even be harmful. As more useless pages accumulate, fewer pages qualify for ranking, resulting in lower rankings or even website devaluation.

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