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1/ I started running the CXL blog two years ago.
Like any idiot, I had plenty of assumptions. Then, of course, I did the work and feasted on crow.
Here's a non-comprehensive list of learnings:
Like any idiot, I had plenty of assumptions. Then, of course, I did the work and feasted on crow.
Here's a non-comprehensive list of learnings:
2/ Waking up Monday morning knowing that I need to get two posts out the door that week is stressful. Weekends are better when everything's lined up by Friday.
But it's a great catalyst for process development. As a former boss liked to say, "Deadlines are your friend."
But it's a great catalyst for process development. As a former boss liked to say, "Deadlines are your friend."
3/ So publish now. Google Docs don't drive traffic or leads. Deadlines push you to find creative solutions, not excuses.
Is there a risk that you sacrifice quality? Sure. But "The New York Times" takes that same risk every day. "The New Yorker" takes it every week...
Is there a risk that you sacrifice quality? Sure. But "The New York Times" takes that same risk every day. "The New Yorker" takes it every week...
4/ Strategy can—and should—position you for success, but *scaling* a good strategy guarantees success.
Sometimes the influencer you want to share something is online thinking about the very thing you've just written. Sometimes they're on vacation.
Can't plan for everything.
Sometimes the influencer you want to share something is online thinking about the very thing you've just written. Sometimes they're on vacation.
Can't plan for everything.
5/ If you've got a decent plan (e.g., on-brand topics, distribution paths), build processes to execute on it more efficiently.
The highest value thing I've done at CXL is turn a 40 hr/wk job into a 25 hr/wk job. Each hour I eked out was spent finding another hour, then another.
The highest value thing I've done at CXL is turn a 40 hr/wk job into a 25 hr/wk job. Each hour I eked out was spent finding another hour, then another.
6/ A strong domain helps, but it also comes with higher expectations and stiffer competition.
You spend your life elbowing your way up a SERP with DA90 competitors who've recently written a competent, illustrated, 3,000-word essay on whatever you're trying to rank for.
You spend your life elbowing your way up a SERP with DA90 competitors who've recently written a competent, illustrated, 3,000-word essay on whatever you're trying to rank for.
7/ Page 1 really is the Google Dance. Many traditional SEO bets are off. You rarely get an, "Oh, *that's* why they rank above me," moment.
And, on top of that, you have to compete with Google, too, who's constantly eating away at SERP real estate.
And, on top of that, you have to compete with Google, too, who's constantly eating away at SERP real estate.
8/ Your new posts give you "up and to the right" for a while (~2 years). But you've got to reinvest in them to retain rankings.
If 2/3 of your stuff was published 2+ years ago, total traffic will be flat (or down).
We spend ~20% of our time updating content. It should be more.
If 2/3 of your stuff was published 2+ years ago, total traffic will be flat (or down).
We spend ~20% of our time updating content. It should be more.
9/ A 500-post blog with the same tone and quality—even without unique info—is something. Consistency is a brand. It's just not the most compelling one.
The future of search belongs to those who can publish "their angle" on a topic without undermining the ability to rank for it.
The future of search belongs to those who can publish "their angle" on a topic without undermining the ability to rank for it.
