And So March Begins

I keep reading articles that say blogging is mandatory for writers nowadays. That agents and editors won’t take you on if you don’t already have a platform. This is hooey.

Let me repeat that. Hooey.

You do not need to have a blog. You do need to have a website that lists your publications and provides a way to contact you, so people can track you down if they want to. That’s it. The world is full of blogs with writing advice from people with only a few publications under their belt. Sometimes they give good advice, sometimes they don’t. It’s not ordained that you must contribute your quota of “avoid adverbs!” to the pool.

What else do you really need? You need to be writing steadily and sending stuff out.

Yes, if you have 50K Twitter followers, you may be more desirable in an editor’s eyes. But the time and effort you would need to spend growing that Twitter following from scratch would be better spent writing. You are not going to gain swarms of followers unless you are putting some effort into entertaining and informing them.

If blogging is going to be a chore for you, then don’t do it. Or engage in a very simple form of blogging: post a brief excerpt of what you wrote that day (or week, or whatever). You’ll find people are just as satisfied with an interesting story chunk as that preachy bit about not piling adjectives together. And, when the piece is published, that announcement gives you something else to put on the blog.

John Scalzi gets mentioned as a blogging success story. What doesn’t get mentioned is that he put an entire book up a bit at a time, and gained much of his following that way. Scalzi does have the sort of web presence that would make a publisher lick their chops. That sort of web presence doesn’t come easily.

Writers get told they must blog, but not a lot of advice about it. I’ve talked about this more than once, most notably in Do Writers Need to Blog? No. and How to Blog Without Really Trying But Still Managing Not to Be Half-Assed About It. But another thing to consider beyond the content you’re producing is whether or not your readers are finding it.

If you have a blog, take a moment and type your name into a search engine. If your blog doesn’t appear on the first page of results, you have a problem. The further down the page it is, the harder it is for a reader to find it. Type ‘Cat Rambo’ in and you should see this blog on the top of the list, along with other links that go to me rather than that taxi driver with a cat named Rambo who drives around with his cat in the backseat or the Cat Rambo featured in an article about underwater pumpkin carving.

So — if you’re not on that first page –how do you remedy that? Here’s five ways to make your blog more effective by making it more discoverable when people come looking for you.

Check your front page. Does it include the name you write under? Not just your first name, not a cute pseudonym. And not contained in an image rather than text. If not, please add it.

Make titles meaningful. A title should give a reader a reason to read, often to answer a question that the title has raised. For example: what are the five quick ways I could make my blog more discoverable? rather than “Check this out” or “Here’s something startling.”

Use images. Visual content makes a post more engaging and it provides something when people are sharing it on social media. Visual content gets shared more often than text-only. And a post lacking an image may not be pinnable on Pinterest, which is a valid social media site for authors.

Look at your site on your phone. Google Analytics tells me over half my traffic is readers using their phone to read it; it would be foolish for me not to make it as readable as possible for them. What’s not appearing? What looks weird? Menus that look great on a computer screen and are easy to select and click with a mouse are often much more difficult to navigate on a phone’s smaller touch screen.

Use what’s available. Tags and categories are both tools that search engines incorporate when creating rankings and they make things more discoverable for your readers. The Related Posts plug-in that I use on this blog depends on tags in order to find and display similar content that may intrigue readers of a particular post.

Bonus tip: Link to other posts. Internal links can help your reader find relevant content without leading them away from your site, and they also favorably influence search engines. You might even create pages that consolidate information, like this page of Resources for F&SF Writers. Look at this page — I can count five different ways I’ve done this. Can you find them all?