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. I was publishing work related articles mostly over at the many client blogs I’ve written for.


Huge success with blogs I established

I have been hugely successful with an Oxford-based agency client blog. It became the number one and most popular UK SEO blog according to Google and the UK Search Awards of 2011.

It also had an impressive following on different social media sites and other parts of the blogosphere. Thus

some of my posts got 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 social media brings me of casual visitors on an ongoing basis with creating new content.


Success can become routine and boring

Everything is alright isn’t it then? Well, it bored me a little. Thus I joined a completely new client blog over at a promising software startup from Eastern Europe.

Their blog was almost completely empty when I started to write for it. I had to build it up from scratch and it worked.

While blogging here and for the Oxford agency has become routine, both in a positive and negative sense on the startup blog I had to rediscover the art of blogging in a way. I had to

experiment and find a new unique writing style once again.

As this was actually my third flagship SEO blog I developed it was 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.

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.


Can you repeat success over and over?

Who else could start a new successful blog? After all I’m the guy who explained how to achieve blogging success in 2007 and has proven ever since that it works.

It’s bizarre. It’s the same person writing, the same topics (search, social media and blogging) and even the same Internet.

My readers vary though. Surprisingly very different people seemed to read the three blogs I wrote for about the same topics.

  • SEO 2.0
  • the UK agency blog
  • the startup blog

even though all three of them serve the search industry audience and cover very similar tools and techniques.

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.


Back to the future

Before starting to blog over at my startup client I considered writing again for Hubspot – by now a hugely popular marketing blog. I did a few times in 2007 but then lost touch with them.

Writing for the same blog after a pause of several years I felt a bit weird. I didn’t really know what to write about. Could I really use the same formula I used in the past in a different context?

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 with 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.

A new blog exciting because not everything is routine and popular. You have to find out what works. You have to find your voice and audience. It’s trail and error and it’s fun!

I love it. Call me a serial blogger. I love blogging 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: March 6th, 2017.