Blog Evolution: Managing Change in Blog Focus
Blogs evolve over time. They change even when we aren’t thinking they are changing in any way.
The movement toward a different blog focus may also take place by design. In either case, the focus of your blog may be entirely different from its initial goals. That is not necessarily a bad thing.
Let’s examine some possible examples of blog evolution and the possible reasons for the changes.
A business blog may have begun as a sales and marketing tool for the company. The early posts on the blog may have been simply to call attention to the industry in general, and the blogging company’s products and services in particular. The goal was to sell the company’s products and services through the blog.
Over time, the blogger may have noticed that the overall readership was low. The blo owner understood that the posts were not providing what the visitors sought. Over time, the writer began to add posts providing advice and information related to the industry. Instead of continuing along with the failed business blog, the company blogger made some very conscious changes in the posted material presented to the visitors.
The blogger reviewed books, films, and products pertaining to the general industry and its current and potential customer and client base. The blogger started a conversation with the readers that developed into longer term relationships. The company blog became a success.
Not all blog changes are quite so obvious, however. Some changes are more subtle and are often not noticed at all.
The blogger may have started a business blog to enhance their internet search engine optimzation efforts. They had heard correctly that blogs have tremendous SEO power. With an eye to boosting their blog’s search engine rankings, and those of its accompanying company website, links were sought aggressively, and keywords placed everywhere and anywhere throughout the posts. While some improvement in the search engine rankings did take place, the overall SEO results were weaker than expected.
The blog owner grew tired of seeking link exchanges with other blogs. Many of the blogs linked provided little or no visitor traffic, and often shared no related topics with the company blog at all. Along with losing interest in the aggressive link seeking strategy, the urge to place keywords here, there, and everywhere on the blog also declined. No conscious effort was made to change the blog’s focus. The changes happened because none of the anticipated benefits ever took place.
The blogger simply wrote posts that were interesting for herself and her readership. After all, she thought, the SEO value of the blog was obviously exaggerated completely. Links and keywords all of that other SEO jargon was pointless, it seemed. Posts that were more personal, interesting, and informative began to appear on the company blog.
As if by some magical spell or potion, the blog’s readership also increased. Links to specific posts were arriving to the blog, as if from thin air. As a surprising bonus, the blog rose in the search engine rankings on Google, Yahoo, and MSN Search. The blog focus had indeed changed for the better. Interesting and informative posts attract natural inbound links from theme relevant blogs and websites. Search engines give those theme related links the most weight in their ranking calculations. Less focus on the rankings can indeed improve a blog’s SEO power.
Blog evolution is a natural part of blogging. Over time, a blog’s focus can and does change. Blog changes are more frequent than most bloggers think, or even consider ever taking place. You might notice changes on other people’s blogs. As with your own blog’s evolution, the alteration of focus might have been intentional, or it may have been the result of unplanned circumstances.
Part of the true power of having a blog is its flexibility. The blog’s ability to grow, adapt to changing needs, and to reflect an entirely new focus is a strength of blogging. As with all change, it’s inevitable. We can either let the changes roll over us, or we can put the altered times to work for us.
Blog evolution is a prime example of how change can often work to enhance the blogger’s goals and reputation.
Embrace the change.
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