Things I have learned from writing 500 posts here

With Thursday night’s post here, I joined the 500-post club. That club is nowhere near exclusive, should not confer any special benefits and hopefully has no existence outside the 500-post badge WordPress.com popped up on my phone. But writing 500 posts still seems like a notable milestone, even if it took me close to five years to reach that mark.

500Here’s what I’ve learned from it–or, if you prefer, how little I’ve learned from it:

Write regularly: Apathy is the death of all blogs, and after the first few months I found myself letting two weeks or more go by without a post. I seized on the idea of writing a weekly recap of where I’d written, spoken or been quoted, and that in turn meant I’d have to write something–anything–else each week to avoid having this become a completely self-promotional exercise. That’s mostly worked since, except that I often wait most of the week to write that extra post.

Write quickly: This is the one outlet I have online where whatever I write gets published instantly, with no further delays because an editor wants to look it over again or schedule it for a better time for reader traffic. I have no minimum or maximum word count. And yet I still overthink a lot of posts here, as if it’s still 3 p.m. on a weekday in 1998 and I have another two hours before my editor will want to see the top of the story.

(As my editors in this century can attest, this happens often with my paid assignments too.)

Popularity can be a total mystery: It’s been wonderfully instructive to see my how site’s stats change (most of my paying clients provide no such insight), then to realize how little those ups and downs match my own efforts to promote my posts on social media or by adding a link to a story elsewhere. Instead, my most-read post this year was an item about setting the time on my wife’s sports watch that I wrote on my iPad in a fit of nerd rage (note what I said above about writing quickly), and which I don’t think I’ve ever bothered to promote since.

WordPress 500-post badgeOther booms in popularity have come about when other sites have pointed readers my way (thanks again, Loop Insight!) or when enough other people on Twitter have shared a link to something here.

Try not to anchor yourself to one site’s algorithm: The emphasis is on “try”–Google’s search drives an overwhelming amount of the traffic here. But at least this site exists outside Google’s orbit and those of Facebook, Apple, Amazon and other first-tier tech giants. That’s what I wanted when I set up shop here: to have a home base, as Dan Gillmor has been saying for years, that isn’t the property of a company vying to create its own online empire. (WordPress.com is still big, but it’s not trying to become everybody’s social network, messaging system, or shopping mall.)

Ads can be annoying for publishers too: I don’t like seeing schlocky or noisy ads anywhere on the Web, but I really don’t like seeing them here. But I have no more and maybe less control than many other small publishers–my only options are to hide ads from logged-in WordPress.com users or to show “additional ad units,” with no option to decline auto-playing video or those “around the Web” remnant ads you’ve seen at 50 other sites this week.

And yet I keep the ads on, because they make me a little extra money–and they continue to educate me about a part of the business I have little to no visibility into at my regular outlets.

 

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The enduring value of answering somebody’s question

Weekends are a slow time around here, but not last weekend. Credit for that goes to the switch back to Daylight Savings Time… and a post I dashed off on my iPad in a fit of nerd rage last summer that I haven’t tried to promote since.

DST how-to page viewsThat rant about the awful interface of my wife’s Timex sports watch shared my hard-earned knowledge of how to change the time on the thing. And because this watch apparently sold reasonably well, I now get a crazy amount of traffic at each time change. Saturday, for example, this blog racked up 2,079 page views, or about 10 times the typical traffic.

I shouldn’t have been surprised to see that happen, though. The single most popular post here is a how-to about setting up Lotus Notes to forward all your mail to a Gmail account. That, too, has benefited from near-zero promotion on my part since I rewrote the instructions I’d published on the Post’s intranet.

The good news here is that Google can work as intended: If you answer somebody’s question accurately, your work will show up in search queries and get read. You don’t need the post to go viral on social media or be endorsed by some influencer; it gets found pretty much on its own.

The bad news is that this doesn’t happen instantly. And in newsrooms where writers are paid based on the traffic they generate, that kind of slow-burn popularity may not show up in the short-term metrics that can put extra dollars in people’s paychecks or leave those same staffers a little closer to being ushered out the door.