Stuart Danker

I like writing about writing, and blogging is just an extension of that. But then I reread posts like this and I cringe at how I think I pass as an authority of any capacity to write that.

That doesn’t change the fact that I’m still going to write this post about blogging, though.

Through my time spent on WordPress, I’ve come to learn that some things are more effective than others when it comes to growth. Which is why I’m presenting you with my data and it’s up to you what you want to do with it.

Let’s start with pictures.

1. Pics aren’t miraculous

In the article above, I highlighted the importance of including at least four images with your posts. Well, WordPress has changed the way things look on the Reader, so that point is now moot.

I now choose between one, four, or more images for the best preview ratio. Using two or three images results in a weird crop, which could ruin your preview, especially if you superimpose text into your pics.

But you know what else I’ve learned? That images don’t matter as much as I thought they would.

I’ve experimented with all sorts of image counts for the past year (even imageless posts), and when it comes to reader engagement, I’ve not realised any significant difference.

Of course, I still try to have the reader’s comfort in mind, and I try to ensure aesthetic pleasantry, but the typical image guidelines don’t actually make or break a blogger’s success.

Want more proof? Check out Mark Manson, Ryan Holiday, or Seth Godin’s blogs. They seem to be doing fine without pics.

2. SEO you think you can blog

Most bloggers speak of SEO as if it’s a magical technique that guarantees a ranking on Google. Then they vaguely go over the list of requirements in the Yoast plug-in and call it an ‘SEO tips’ article.

But getting to Google’s front page isn’t as straightforward as checking off the boxes every time you write a post. There’s also the quality of your content and the backlinks required as social proof (not for people, but for the almighty algorithm).

I’ve optimised content for established websites, and I’ve done the same for my blog, and I can say that the posts that make it to the front page are the ones with useful information—not the ones I ‘optimised’ to the tee.

Also, it’s much easier to rank when you have an authoritative website versus a small-timer blog (like mine).

So worry about content quality first before optimising. And do check how much organic traffic a blog is getting before you take them up on their advice. You can use tools like Ubersuggest.com for that.

3. The power of words compels you!

You can tell who’s still in the power-words era through the shoehorned adjectives that don’t belong in their titles. Some examples include 10 Exhilarating Ways To Boil Water or Astounding Reasons To Fold Your Clothes. ‘Kickstart’ seemed to be a popular choice during the New Year too.

The downside to power words is that the more people use them, the less power they have. And what remains will be a graveyard of cheesy titles, just as clickbait once was.

These days, every time I spot a ‘powerful’ title, I get a disingenuous vibe right off the bat. Don’t go scrolling through my archives though. Because I was once a power-word believer too.

4. Branding is for the big guns

You don’t need the perfect blog name from the get-go. You don’t need to niche down. You don’t need ten posts ready before you start posting. You don’t need anything.

The best bloggers I see here on WordPress didn’t draft a seven-page business plan before registering an account. They just started posting, and they continued posting while garnering a follower or two each time. That’s all there is to it.

Unless, of course, you’re a famous personality. In that case, you’d thrive on any platform regardless.

When it comes to branding, feel free to change things as you go. The blogging police won’t blast your door off its hinges just because you decide to write outside your niche.

Also, getting a Business plan (or not) isn’t going to affect your growth. Neither will the extra plug-ins.

5. Forget about earning money (at least directly)

You know what I’ve noticed? It’s that the blogs teaching you how to make money blogging are the exact ones that look like they don’t earn a dime.

I’m always on the lookout for bloggers who earn a liveable wage so I can learn from them, but I’ve yet to find one besides the established personalities that get most of their income off more lucrative platforms like YouTube or Instagram.

When it comes to just words (so posts like this that weren’t commissioned), I’ve only been able to earn a couple hundred bucks through Medium and through selling stories to anthologies.

However, I have been given new opportunities thanks to the existence of this site, since it also serves as my portfolio. A couple examples would be when a hotel chain approached me to write their marketing copy, and when a game company asked me to build a sci-fi world for their upcoming title.

On the whole though, if you tasked me with earning a living from my blog alone, I’d tell you that I’d be better off working at McDonald’s.

The principles I still abide by

Some things never change though, and I still believe in certain practices that have been instrumental in my growth here on WordPress. These are the efforts innate to this platform that I find worthy of my time.

i. Be social

Picture this: You’re in Rome. What do you do? I think you know the answer to that one.

WordPress is driven by interactions. So you’ll have to do as the WordPressians do and go chat with a blogger or two. That’s what all the big bloggers do, at least.

What, you thought that blogging only involved writing?

Of course, this doesn’t apply if you’re just blogging for creative expression. You can do whatever you want in that case.

ii. Mind your looks

Now I know what you’re thinking: I just told you that images don’t matter. So why am I asking you to care about aesthetics?

Because having a presentable page shows that you know what you’re doing. Because it wouldn’t do to have a blog that looks like my old Geocities website. Because your design choices can make a reader feel welcome—or terribly uncomfortable.

It’s not so much about adding images than it is about narrowing your column width. Or adding tons of whitespace. Or removing clutter.

Apple does this really well, both on their product pages and their blog (or Newsroom, as they call it). Head on to their website for more inspiration.

iii. Show off a little

I’m going to share a piece of advice that I picked up during my days as a hairdresser.

“People attract people.”

That’s what my old boss said when he requested that customers be seated by the window instead of at the back. This was to give an illusion of a busy salon, even if there were only two customers in our 16-seater space.

It was my boss’s version of ‘the rich get richer and the poor get poorer’.

It’s the same with blogging. Social proof is currency. So highlight the companies you’ve worked with. Add testimonials. Interact with your commenters.

The busier your blog looks, the busier it’ll get. People attract people. At least more than a quiet blog will.

iv. Reveal yourself

I know it’s tempting to niche down and create an anonymous account like Cool Crypto or Mad Mummy, but it’s so easy to get lost in the faceless sea that is the internet if you don’t add a bit of personality to your blog.

You don’t even need to take this advice literally by showing your face either. There are tons of anonymous bloggers who inject a good dose of them-ness into their websites, and it’s not hard to feel like there’s an actual (trustable) human behind their words.

Examples of this would be: JYP, Hetty, and Renard Moreau, among many others.

v. Always bring value

Don’t try to game the system by playing the tagging game, focusing on SEO, or serial-liking posts on the Reader.

The goal is always to appeal to the end user. If you don’t know where to start, then think about how you’d feel if you read your own post. Would you be bored? Angry for having wasted your time? Thrilled? Amused?

Know what tickles your fancy and strive to make that happen for others. Once you have that part down, you’ll have little else to worry about.

If you ever feel lost, just ask yourself: “How can I better the life of anyone who reads this?”

My own bar is set pretty low. It’s to make you snort out your nose at least once. Or to spit your coffee if you’re mid-sip.

This is it… for now

I don’t know what’ll happen a year from now. AI could totally take over the blogosphere, or we could all end up writing for our robot overlords instead. Who knows?

But for now, I feel like I’ve planted a flag on a good hill when it comes to blogging. Let’s check back in a couple of years to see if that changes.

In the meantime, perhaps you could share your dos and don’ts you’ve learned from your own blogging experience?

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