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The Odd Thing People Do When Using Google
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Hi Reader, What are half of searchers doing after typing a term into Google? NOTHING. That’s according to a joint study by SEO companies SparkToro and Datos. Enter the world of zero-click search, where Google serves up content scraped from people’s sites and slaps it in front of readers without sending traffic in return. And get this: 30% of searchers who click are going to another Google-owned property, such as YouTube, Google Images, or Google News. As somebody who built a writing business on the back of Google search traffic, I wasn’t surprised by the study. Google has spent years taking away traffic from bloggers, content publishers, and website owners. (Ask anyone who created a Google Authorship profile a few years ago.) Now, with ChatGPT and Bing snapping at Google’s heels, Google is keeping even more traffic for itself. Google makes noises about supporting creators, but be under no illusions. Many bloggers, creators, and content publishers are quitting because of what’s happening with the search algo. I could get angry… But I prefer pragmatism. Last time I checked, Google’s share price hit an all-time high. So don’t expect major changes in our favor any time soon. But Google doesn’t owe any blogger or content publisher ANY traffic. If you’re playing the SEO game, then accept Google’s rules. Or play a different game. Building a writing business that depends on ONE traffic source is a gamble. Ask anyone who built a Facebook page in 2014–15 only to watch their reach plummet because Zuck wanted business owners to pony up for ads. So, what should you do instead? Write on earned AND owned platforms. You can build a large audience by writing on an earned platform. Write SEO articles for Google, create reels for Insta, share insights on LinkedIn, publish viral X posts, and blog on Medium. Excel at one or two of these platforms, and you’ll grow an audience of happy readers. But… The algos on an earned platform change all the time. Many creators have been complaining lately about declining organic reach on Instagram. Enter an owned platform. It’s one you control, like your email list. You can write directly to your readers about what you like. And you can sell your products and services. Now… I still rely on traffic from Google for my writing business, but I’ve also diversified. I’m building up a following by writing on LinkedIn and publishing on YouTube. I picked these platforms because that’s where my ideal readers spend their time. I also enjoy creating content for LinkedIn and YouTube. I write and publish on these earned platforms with one goal: to ask readers to join my email list. There, I don’t have to worry about tweaks Google engineers make to the algo. I’m launching a private affordable community for writers. It’s not for everyone, but if you’d like to join, reply to this email. Write on, |
Grow your business by changing how you create content
Join 25,000 readers for daily insights about personal brand building, writing online and growing a profitable business. For creators, coaches and business owners.
Hi Reader, My business was bloated. So, this year, I canceled half a dozen SaaS subscriptions. How I loathe bloated software! I also let my team of writers and editors go. Now, I keep things simple. I run my business using a few affordable tools and a virtual assistant’s help. I write emails in plain text files on my computer, so I’m not locked into any one writing app. I use ConvertKit to manage my daily newsletter because it hooks me up with sponsors. I use WordPress to manage my website...
Hi Reader, I run a daily newsletter. I earn four figures a month from it. If I can do it, so can you. Why should you rely on an algo. When you can write and sell directly over email. That's what I do. And my story isn't unique. Crafting a daily email is a good form of writing practice. I can touch on multiple topics, like marketing, creating offers, and writing online. Sending a daily email unlocks more opportunities for connecting with readers. I hear from subscribers every week who want to...
Hi Reader, Screenwriter and director Brian Koppelman wrote his first screenplay, Rounders, while working a day job. He worked on his manuscript for two hours each morning before work. Years later, he told aspiring screenwriters: "Don’t quit your job because the pressure will be so great that the anxiety will be thwarting. Instead, build your routine.” I built a routine like Koppelman’s when I’d a corporate gig as a six-figure copywriting job. I worked on my business for an hour or two before...