The Joy and Pain of Starting a New Blog


It’s not a secret that I’m not as active on SEO 2.0 as in the early days anymore. I’ve turned out an “occasional blogger” over the years while publishing SEO related articles mostly over at the SEOptimise blog (by now called “White Noise”).

I have been hugely successful with SEOptimise. It became the number one and most popular UK SEO blog according to Google at least but it also has an impressive following and

some of my posts get shared by hundreds of people.

The SEO 2.0 blog is still modestly well known but not as widely acclaimed as it was once was. I get still some substantial Google traffic and even StumbleUpon sends me hundreds of casual visitors daily again.

So everything is alright isn’t it then? Well, it bores me a little. Thus I joined a completely new SEO blog over at cognitiveSEO, a promising SEO software startup from Europe. Their blog was almost completely empty when I started to write for it.

While blogging here and on SEOptimise has become routine, both in a positive and negative sense on cognitiveSEO I have to rediscover the art of blogging in a way. I have to

experiment and find a new unique writing style once again.

As this is actually my third flagship SEO blog I develop it’s not as easy to become someone else for it. On the other hand I can’t just copy the blogging style I use on SEO 2.0 and SEOptimise. I don’t want to use the same types of posts, the same headline formulas. I don’t even like to repeat myself all the time.

In a way who else could start a new successful blog? After all I’m the guy who explained how to achieve it in 2007 and has proven ever since that it works. Still, it’s also a bit ridiculous. It’s the same person writing, the same topics (SEO and social media) and even the same Internet.

My readers vary though. Surprisingly very different people seem to read SEO 2.0, SEOptimise and cognitiveSEO. At least they appear to be different as other people share the posts on social media for instance.

You could think that the audience follows the author, like with books.

On the Web the publishing house, here the blog, seems to be much more important though. People know a particular source to be trustworthy and they return to it again and again. A new source has to prove it’s worth it, even if the writer is already known from elsewhere.

Before starting to blog over at cognitiveSEO I considered writing again for Hubspot. I did a few times in 2007 but then lost touch with them. Now I did it again but it felt a bit weird. I didn’t really know what to write about.

That was strange because Hubspot’s inbound marketing is largely the same as my SEO 2.0 philosophy. That lack of inspiration doesn’t really happen at the new blog. I think I know why:

A new blog is like a new love. It’s full of insecurities but it’s also exciting.

It’s exciting because not everything is routine and popular. You have to find out, you have to find your voice and audience. I love it. Call me a serial blogger. I love it despite the hard work it takes to get just a few shares on social media. That’s the joy and pain of starting a new blog.

Last updated: April 26th, 2016.