Published on May 3rd, 2013 | by Amy Edwards0
5 Reasons No One’s Reading Your Blog
By Amy @BubbleJobs
You’ve set up your own blog, You’ve purchased your domain name, picked out a server and even picked out a shiny theme and some nice WordPress plugins to help with things like SEO. You’ve read up on the Dos and Don’ts of blogging and you’ve been writing and publishing posts consistently for a few months now… but something’s not right.
No matter how much you write or how often you share, you’re just not really attracting the right amount of traffic… or well, any traffic at all if we’re being completely honest. You can’t understand it; you’re doing everything you’ve been told and you’ve been going a bit crazy with the social sharing but your analytics reports still leave a lot to be desired… so what’s going wrong?
I’m going to go through the five key reasons you’re not getting the blog traffic you deserve in a minute but before I do, I just wanted to point out that great blog traffic doesn’t just appear overnight. It takes time to build up a community and to establish a presence in an industry so you need to think twice if you think you’re going to start attracting 1000+ visitors a day after reading this blog. OK, so apart from being too young and new, what else is going wrong with your blog?
1. No Consistent Theme: The best blogs have a consistent theme or set of themes which are relevant to a particular target audience. Does your blog have a consistent, clear theme which is obvious as soon as someone lands on it or is it a bit of pick and mix of about 50 different topics? If it’s the latter and you’re really serious about creating a successful blog, try and hone it down to one key industry area and go from there. Want an example? Our Bubble blog has a few themes – jobs, careers, online marketing, SEO, social – but at the end of the day they all fall under the key ‘digital’ industry umbrella. If we can’t relate it to the digital industry and our job seekers and clients, then 9 times out of 10 it doesn’t get a look in.
2. Yet To Develop A Voice: Successful blogs that have a dedicated following always have a clear tone and style – aka they have a clear ‘voice’. Now, developing a voice doesn’t just happen overnight – it develops over time and becomes more defined as you go – but the sooner you start to find your voice, the easier it’ll be. Think about it; do you want your blog to be fairly relaxed and chatty (a la Bubble), professional (Guardian Careers) or informative (Wired)? The sooner you identify the tone and style of your blog, the easier it’ll be to find a voice and stick with it.
3. Lack Of Unique Content: Now, when I say ‘lack of unique content’ I’m not talking about out and out duplication and content theft (I know you’d never do that!) – I’m actually talking about unique content in the sense of something new and original. If you’re simply rewriting someone else’s work or covering a topic that has been written about a million times before, it’s no wonder you’re not getting any traffic. Think about it; why would someone read your post if they can find it (or something very similar) on another site? They wouldn’t – so it’s up to you to come up with something original and unique. Granted, this isn’t always easy – but it’s unique content and posts that really attract traffic and earn recognition. If you don’t want to put the time into coming up with something unique, maybe it’s time to reconsider your decision to blog in the first place. Similarly, if your blog is using the same theme as 1000 other bloggers, is it really surprising that it’s failing to stand out?!
4. Sharing In The Wrong Communities: Yes, social sharing is essential for getting your blog ‘out there’ but sometimes “the more the merrier” strategy isn’t the way to go. Remember when I said you needed to choose a consistent theme? Well, if you have a consistent theme, it makes sense that you’ll also have a consistent potential audience – and it’s your mission to find them and make sure they see your content. Work out which Communities they might be part of on Google+, what Groups they’re part of on LinkedIn and who they follow on Twitter (aka the main ‘influencers’) and target your social sharing to these areas. OK, any traffic is good but it’s the targeted traffic that’s really going to be engaged and more likely to share.
5. Crappy Blog Titles: Whichever way you look at it, your blog titles are one of the most important parts of your blog. 9 times out of 10, they’re the only thing someone has to go off so they need to be compelling and intriguing enough for someone to click on your link over the hundreds of thousands of others that appear on social networks every day. At the end of the day, if they’re terrible and downright crappy, they just don’t make a compelling argument. Your blog titles should be eye catching, exciting and enticing. Cryptic titles can also work well but be careful – you don’t really want to mislead anyone – if you do you might end up with lots of visitors but you’ll also have a massive bounce rate too.
Of course, from poor SEO to a terrible design, there are lots of other reasons your blog might not be getting the traffic it deserves but I think if you fix the five things I’ve mentioned above, you’ll be well on your way to creating a successful blog that stands the test of time.
Have any top tips for creating a successful blog that you’d like to share with our lovely readers? Leave us a comment below