Why is my belly button piercing bleeding?

I got my belly-button pierced on my birthday in June. Four months have passed, and it is now October. For the past few weeks, every time I go to clean the discharge out of my piercing, it begins to bleed. Sort of like a pimple; I squeeze and all the white discharge comes out (Not pus; it is not infected or in pain) and after a little bit comes out, it starts turning from white to a light red. Then, when all the discharge is out, it just turns into blood.

I would like to know why this is happening to my piercing, if this is a different symptom of infection that I am unaware of, (not red, not in pain, nada), or if this is OK and that I should not be worrying about it.

My main concern is that, if it is still bleeding after 4 months, will it be healed completely by my 6 month mark???? This is my only concern thus far, as I have been looking forward to changing my piercing on Christmas. I would be very disappointed to find that at the beginning of December my piercing is still bleeding. Please give me serious feedback, I would prefer to hear from professionals or very experienced people.