Consistency: a steady drip beats a burst and then silence.
Every park blog we take over has a flurry of posts from launch month and nothing since. Two real posts a month, kept up, does more than the flurry ever did.
IN ONE PARAGRAPH
Search engines and visitors both use recency as a signal. A site with a new page every couple of weeks is crawled more often, ranks fresher, and reads as a park that is open and paying attention. A site whose newest post is from 2023 is crawled less, and its "latest news" section actively hurts. The cadence that works for a park is small and kept: two posts a month in season, one a month off season, plus updating the season pages on schedule. The hard part is not writing; it is doing it in July. That is what the monthly call is for.
Why cadence matters
Google adjusts how often it crawls a site based on how often it changes. A site that changes twice a month gets visited often, so new pages and updated rates appear in results quickly. A site that has not changed in a year gets visited rarely, and a new page can sit unindexed for weeks. Guests read dates too: a blog whose last post is two summers old suggests a park that may not be open.
What a year looks like
A realistic publishing calendar for a park with a May-to-October season:
| Month | What goes out |
|---|---|
| February | Opening dates page updated; "what May is like here" post |
| March | Spring conditions post; Business Profile hours set for the season |
| April | Two posts from office questions; the derby page republished |
| May to August | Two posts a month from office questions; a profile post each time |
| September | Fall colors and shoulder rates page updated |
| October | Closing dates; winter page updated if open, or "see you in May" if not |
| November to January | One post a month; refresh pass on the three weakest pages |
About twenty-five pieces a year, none long, all real. The point is the rhythm, not the count.
What a realistic cadence looks like
- Two posts a month in season, from the questions the office got that month.
- One a month off season, usually the seasonal page updates and one area piece.
- Season pages updated on their dates, every year, same address.
- A Business Profile post whenever a website post goes up, with a link.
That is about twenty-five pieces a year. None of them needs to be long. All of them need to be real.
Why parks stop
Because it was set up as a project instead of a habit, and because July happens. The designer wrote eight posts at launch, handed over the login, and the owner never opened it again. The fix is to make it someone's job on a schedule: a fifteen-minute call each month about what guests asked, and someone who writes the two posts from that. It does not need to be the owner.
What it looks like when it is missing
A "News" link in the menu that leads to three posts from the launch year. A homepage that says "Check back for updates." A winter camping post dated four years ago with rates that are no longer true, still ranking, still being read by guests who then call about the wrong price.
What it costs a park
Crawl frequency, freshness, and the impression of being open. And every post that was never written is a long-tail search that a competitor or a forum answers instead. What those posts are.
How to check your own
- Open your newest post and read the date.
- Count the posts from the last twelve months.
- Read the oldest post that still ranks and check whether everything in it is still true.
What we do about it
The Marketing band is built around the cadence: a monthly fifteen-minute call with the park, two posts a month in season written from it, the seasonal pages updated on schedule, and a matching Business Profile post each time. We do the writing so it happens in July. Old pages get the same treatment.
Questions about this.
How often should an RV park post on its website?
Two posts a month in season and one a month off season, plus updating seasonal pages on their dates. Steady and kept up matters more than volume.
Does an old blog hurt SEO?
A blog whose newest post is years old signals an inactive site to Google and to guests. Either keep it current or remove the dated section and fold the useful posts into pages.
Is it better to post ten articles at once or two a month?
Two a month. Google adjusts crawl frequency to how often a site changes, and a steady rhythm keeps the site crawled and fresh. A burst followed by silence does the opposite.
Who should write the posts?
Whoever will actually do it in July. The owner rarely has time in season, which is why we write them from a short monthly call.
Want this done for your park?
This is the ongoing work in the Marketing band. Tell us about your park and we will say what we would build first. SEO for parks starts at $250 a month.
Part of the RV park SEO guide, section: What grows a park site. Previous: Local content: proving to Google that your park belongs to its place. Next: Local citations: the listings that tell Google your park is real.