Last night I saw where Kristy had linked to this post by Seth, where Seth points us to a list of 12 blogging mistakes you can make from SEOMoz. Seth proudly acknowledges that he breaks at least 7 of these rules, and closes his post with this pearl of wisdom:
I’m not writing to maximize my SEO or conversion or even my readership. I’m writing to do justice to the things I notice, to the ideas in my head and to the people who choose to read my work.
The interesting lesson: One way to work the system is to work the system. The other way is to refuse to work it.
Seth has found a blogging strategy that works wonderfully well for him. The problem is, it’s total crap for 99% of the rest of us.
Seth is blogging the way he wants to because he can afford to. He had a huge audience BEFORE he started blogging. That’s the key. He already had a large group of people that were actively devouring any content with his name on it. So when he launched his blog, it was an instant hit, and nearly a decade later it’s still going strong.
So does that mean that Seth’s interesting lesson has any relevance for you as a new blogger? Sure….assuming that you have 2 million people on your email list, or just sold your company to Yahoo!, or have already written several successful marketing books. And having a bald head helps, I guess.
Otherwise, you probably need to follow (or at least consider following) the blogging best practices that Seth so openly breaks. Because you aren’t Seth Godin.
Which takes me back to the reason for this post. Kristy’s right, millions of people all across the country AND world look up to Seth and treasure his advice on any topic. And they typically do so with good reason. But honestly, when Seth starts giving blogging advice, he’s typically outkicked his coverage.
Seth almost never adds pictures to his posts.
Seth writes horrible post titles.
Seth doesn’t allow comments on his posts.
Seth pays little to no attention to SEO.
And Seth can proudly do all these things, because his name is Seth Godin. If his name was Bob Smith and he launched a marketing blog following his own blogging strategy, it would likely be a complete flop. It would be a blog full of short posts with some great marketing advice that no one would likely ever find, because Seth wasn’t following any of the rules for building an audience and making his content more discoverable.
Here’s another interesting lesson: It’s a helluva lot easier to move an existing audience to a new place than it is to build one from scratch.
If you are a blogger that’s trying to build an audience for your blog, then there’s certain things you need to do to help your cause:
You need to pay attention to your post titles.
You need to think about what keywords you’ll work into your title and post.
You need to focus on SEO.
You need to include relevant pictures in as many posts as possible.
You need to seriously consider letting readers comment on your blog.
You need to do these things because your name is NOT Seth Godin, and in this case, what works for his blog probably won’t work for yours.
Oh, man, and I just shaved my head….! ;>}
Lessons learned the hard way are always the most memorable 😉
I want to see that one!
ITA Mack. Seth Godin is an established author and speaker with a following, who just so happens to publish a long-standing column on the Internet. He’s most certainly an exception, not the rule and really not a ‘blogger’ – at least, not in the sense that SEOMoz was writing about. So looking to him as a ‘blogging’ role model.. that’s a ‘do at your own risk’ isn’t it? FWIW.
Davina I agree. The thing that worried me about that post is that marketers that are NEW to social media that trust Seth’s advice when it comes to marketing, would likely trust his advice when it comes to blogging as well. As I said, Seth can be a brilliant marketer, but his approach to blogging only works cause he was a celebrity in his space BEFORE he started blogging.
Often times, Seth’s advice only works for Seth. This is one of those times.
Mack… just because Seth shares his marketing perspective online using a typepad engine doesn’t make him a blogger. That’s far too limiting a label to place on Seth or anyone sharing ideas and perspective online in a reverse chronological order.
Like Davina mentions, Seth writes a daily column that’s published online. He shares ideas and to give people a kick in the arse to go out and do something.
It’s hardly fair to judge a someone on criteria that doesn’t fit.
Yes. Seth has built up the advantage of having an audience before he began using his online corner to share ideas. And to your point, he isn’t tied to the so-called rules that govern the 99% of people sharing ideas online who lack the advantage and platform Seth has.
The quote you pulled from Seth clearly express how HE, with his advantage and platform, approaches writing online.
Have you asked Seth for his advice to the 99% on blogging and using social media? I’m sure he would advise the 99% not to be like him but to be more like a Mack Collier. Send Seth an email with your question. I’m sure he’ll respond.
John I’m not saying Seth is only a blogger, but for all intents and purposes, he blogs at his site. If you’d rather call him a writer that publishes his content via a blogging/publishing platform that’s fine. To me, he’s blogging. Others disagree, and I’m fine with that.
The quote I pulled from Seth also implies that others can get the same level of success Seth has had, if they take his point to heart. Or maybe he didn’t mean to imply that, but I think many of his readers will read that post, and think that he’s just given them some helpful advice on how to be a successful blogger.
Those of us that are experienced bloggers know that Seth’s approach won’t work for everyone. But I don’t think the average marketer that’s been following Seth for years and that’s just NOW getting into blogging would know that distinction. My fear is they would read Seth’s blog and assume that short posts with no pictures, no optimization, and refusing to allow comments is the way to build a successful blog.
And maybe a few of them could make it work. But I’m betting 99% of them couldn’t, and again, if Seth were to start a brand new blog following this same approach, and if he blogged under the name ‘Bob Smith’, I am betting ‘Bob’s’ blog would tank pretty badly.
BTW I totally agree with you on Seth being responsive in email, that’s actually one of the things I admire the most about him.
I think John’s suggestion, “Have you asked Seth for his advice to the 99% on blogging and using social media?” would be an excellent Blogchat topic if Seth was willing to Guest Host…
Godin defines himself precisely by not being like the 99%. He understands that SEO driven content works in a world driven by numbers, not ideas. None of us can say for sure, but I suspect he would not recommend anything suggested here in this post.
Seth’s perception is his reality. I agree with you. The problem I see is not isolated to new bloggers. I have found that audiences in general do not question the opinions or POV of the source. After all, we are all human. There are many ways to interpret the same set of facts. Oftentimes, criticism becomes a personal attack. I’m right and you’re wrong or worse. I appreciate your take in this.
Thanks Vilma. I hope it didn’t come across as me attacking Seth, because I wasn’t. I like Seth and think he often gives amazing advice at his blog. Hell he mentioned me briefly in one of his books, so of course I like him! 😉
I just am concerned that some bloggers that are trying to take it to the next level might not understand that Seth’s approach might not work for them. That’s all.
Maybe I mis-read the quote from him, but it seemed like an implied validation of his method. Again, breaking most/all of the blogging rules CAN work for you, but if you are just starting out with no audience, it can also make the job of building that audience a helluva lot harder.
Mack… Seth’s answers are in the first person. right?
Since you know Seth is quick to respond to emails and such, send him one asking for his advice to the 99% on how to blog better.
(What are you waiting for Mack… stop reading this and get that email out.)
Yes John, Seth’s answers are in the first person. But you know as well as I do how influential Seth is. I think you also know how his post and its tone came across. Or maybe we are looking at it completely differently.
And John I’m not emailing Seth about this because I’m far more interested in discussing what he DID say publicly versus what he might tell me privately.
BTW let’s not lose sight of the fact that this discussion is happening here in great part because Seth refuses to allow us to have it at his blog.
Thanks for that Mack, John – it’s one of the reasons I call what Seth publishes a column, not a ‘blog’ – he’s not open to comments. That forces those who read him, who follow his advice to do this – take it as that ‘kick in the arse,’ and discuss it among themselves, speculate as to what he’s ‘really’ saying. And FWIW – per Vilma – that’s just my perception; sure others consider it a blog, and rightly so.
Davina I personally don’t like that he doesn’t allow comments, but I think your explanation of why he doesn’t is spot on. He wants us to talk about him on our blogs, which means creates more buzz and links for his content (see he gets SEO more than he lets on ;)) Plus, it allows him to respond via email, to John’s point, which is what he prefers versus responding to multiple people in comments (and having them responding to each other).
Somewhere before I’ve wondered why – with all those readers – there isn’t a “Seth’s missing comments” forum? Some community where folks who read him can all go to comment and discuss the day’s post. In part I think it’s b/c he wouldn’t be there, so it’d be nothing but guesswork and speculation. And now – b/c someone recently pointed out to me that “unless your followers talk to each other, they’re an audience, not a community” – I think his readers are an audience.
You’ve written about all the different reasons/goals for blogging – some posts are for SEO, others to drive business, others community and comments. I too prefer comments open, but different strokes and what works for me may not for you. And now I’ve circled back to “he’s an exception.”
Davina I agree, Seth has an audience moreso than a community. Participation doesn’t equal a community, I saw someone post about The Huffington Post saying it had 50 million comments and how it was a sign of what a strong community the site had.
I think interaction needs to happen before a community can take place. Seth doesn’t want that, and that’s ok, it works for him. He has a specific plan for his blogging, and he executes on it.
No need to apologize Mack. I understand what you are saying. Perhaps I should clarify. Criticism in the form of constructive feedback is a gift and meant to be a learning opportunity. Criticism becomes an attack when it is delivered in a personal and malicious manner with ill intent of course.
I believe in questioning the source and healthy debate. In most instances, audiences will not question the source. Sometimes you will have vitriolic criticism for attention’s sake. Occasionally, you will have someone, like yourself, offer constructive criticism or feedback that elevates the conversation. It depends on delivery and intent of the “giver”.
This is something that I learned as a Toastmaster BTW. There is no need to be defensive if criticism is truly a gift and delivered as such.
Thank you Vilma. I wrote about this recently, but I think this space is awful about criticism. We either bite our tongues when we shouldn’t, or when we do criticize, it is often mean-spirited with the main intent of drawing attention to ourselves. The middle ground is typically left alone, which is where the real progress can be made.
Re: “Seth is blogging the way he wants to because he can afford to. He had a huge audience BEFORE he started blogging. That’s the key.”
That pretty much nails it.
That was *exactly* my original point that sparked our conversation. Much of this only works because of who he is and the audience he’d already cultivated. It affords the luxury and freedom to break traditional “rules” and make his own.
Should I be so lucky some day 🙂
Just because people blog doesn’t mean they want to make a living from it, so I totally understand his post. If you want to monetize your blog or have obscene amounts of traffic to ensure there are enough people to buy your product/service, then you blog one way (SEO etc). When you want to change the world, you blog a different way. Seth blogs to change the world.
When Seth blogged about me to his readers in 2009, (http://sethgodin.typepad.com/seths_blog/2009/01/traffic-magnets.html) he reached thousands of readers who leapt to fulfill his request. It was enough to assure me a win in Dan Pink’s contest and the prize—an all expense paid trip to TED Global 2009 in England. The unexpected bonus was that I also got to speak. Not because I had a zillion readers, but because I write to change the world and I wrote the equivalent of a blog post that captured TED organizer’s eyes. Seth’s one blog post changed the world for me, which in turn changed it for millions.
Nearly a million people have seen my TED video on the working homeless. It’s changed lives, changed organizations and changed the way people look at the homeless. It’s not just me who showed up in his blog. Seth drops a lot of names, businesses and organizations in his posts everyday. He doesn’t need the traffic and attention, but he gets it anyway because he cares about people and he connects people. He cares about the world, about water, about creativity, about art and about music.
There are many reasons to blog. Some blog for bucks, some blog for change. I think Seth blogs for change. And when it comes to changing the world and the people, businesses, idea, art and music in it…he’s kicking ass. Maybe someone ought to do a blog post on the 7 rules for blogging for change—(1) Be generous with your time and attention and promote others, not yourself. (2) Connect people with people whose meeting will become a Gestalt—the two greater than the sum of the whole. (3) Be congruent, consistent and real in your blog because it is the personality you show the world. (4) Give back (5) Be authentic (6) Be brief, but be brilliant as often as possible (7) Don’t worry about numbers, just SHIP.
You may not make the numbers, but you’ll damn sure make a difference.
Mack,
I follow your blog regularly and I really like this blog post because I read the post you are referring to yesterday and thought the same thing. Seth Godin is able to do really well because his name is Seth. I follow his blog and enjoy reading what he has to say most of the time, but he doesn’t have to follow the rules to get followers because of who he is. For the average Joe, you have to blog smart to get followers. Thanks, Brandon
Seth Godin wasn’t always “Seth Godin.” He got to where he is by working outside of the box. His point is (at least as I take it) that we don’t all have to walk in the same line to find success., To say, “Well, he’s different, he’s *Seth Godin* gives him power and magic that he doesn’t have and we can all attain. It’s an excuse to not have to innovate, throw up our hands and mutter, “If only I could be Seth…”
Couldn’t all of us attain influence in our niche? Doesn’t it take breaking some rules to get noticed?
If we all optimize for the same key words no one gets ahead. If we all use “catchy” titles (that I can now smell a mile away) don’t people stop paying attention?
Rather than say, “Well, you aren’t Seth, so follow the rules.” The better question might be, “How can I do what Seth does and find success on my own terms?
Hey Susan! Just to clarify, I’m using the ‘he’s Seth Godin’ point to illustrate that his blogging success is due in large part to his PRIOR success in other areas of publishing. This is why I said it’s far easier to move an existing audience to a new place, than it is to create one from scratch.
Seth’s work has cache, and that’s something he has earned by creating amazing content for years. But, if you are looking to build an audience for your blog, then blogging as Seth does (few pictures, weak titles, little attention to SEO, refusing comments) is going to make your job 10X harder.
But again, Seth can do that because he has built a huge following that is willing to overlook those things, and still consume his content anyway.
Does that mean the rest of us will never achieve an audience the size of Seth’s? Nope, but if we do so, it will likely be because we follow a lot of the blogging best practices that Seth can afford to break.
It is extremely hard to build a readership because of how fickle the readers can be. I applaud your ingenuity because of just how blatant Seth has been. I’d like to comment on his blog but he doesn’t allow it. Makes me think he really doesn’t care about his reader.
It’s interesting to see the number of people to rush to defend Seth Godin here. Why I wonder?
Seth Godin is like today’s career politician, or part of the wealthy elite who inherited their money. He’s part of an exclusive group that preach the rules but do not have to follow. Remember that.
Seth’s history allowed him to be grandfathered into today’s Google is king society for those of us who are bloggers.
Seth’s content is not actionable. His content is not specific. You won’t find anything that you can take and implement into your business or life today. There are no steps, no outlines, no guides, no tips, nothing practical.
Seth’s content is theoretical, abstract, impractical, philosophical.
In science, there’s a clear different between empirical (backed up with testing, evidence, cases, behaviors, facts) and theoretical (based on guesswork, theories, and assumptions).
Does that mean his work is bad? No. But it’s important to remember who you are, what you do, who your audience is, and what they’re looking for.
For most of us, our audience is an audience the empirical. It’s people looking for substantive, effective, tips, tricks, how-to’s, step-by-step processes, evidence. So what Seth has to say and how he does it, won’t be of great use to us.