How to Build a High-Traffic Web Site (or Blog) #4

By Steve Pavlina http://www.stevepavlina.com/blog/

4. Write for human beings first, computers second.

A lot has been written about the optimal strategies for strong search engine rankings in terms of posting frequency and post length. But I largely ignore that advice because I write for human beings, not computers.

I write when I have something meaningful to say, and I write as much as it takes to say it. On average I post about five times per week, but I have no set quota. I also write much longer entries than most bloggers.

No one has ever accused me of being too brief. My typical blog entry is about 1500–2000 words, and some (like this one) are much longer. Many successful bloggers would recommend I write shorter entries (250–750 words) and post more frequently (20x per week), since that creates more search engine seeds for the same amount of writing. And while I agree with them that such a strategy would generate more search engine traffic, I’m not going to take their advice.

To do so would interfere too much with my strategy of delivering genuine value and creating timeless content. I have no interest in cranking out small chunks of disposable content just to please a computer. Anyone can print out an article to read later if they don’t have time to read it now and if the subject is of genuine interest to them.

Part of the reason I write longer articles is that even though fewer people will take the time to read them, for those that do the articles are usually much more impactful.

Because of these decisions, my search engine traffic is fairly low compared to other bloggers. Google is my #1 referrer, but it accounts for less than 1.5% of my total traffic. My traffic is extremely decentralized.

The vast majority of it comes from links on thousands of other web sites and from direct requests.

Ultimately, my traffic grows because people tell other people about this site, either online or offline. I’ve also done very well with social bookmarking sites like del.icio.us, digg.com, and reddit.com because they’re based on personal recommendations. I’ve probably had about a dozen articles hit the del.icio.us popular list within the past year, definitely more than my fair share.

I prefer this traffic-building strategy because it leaves me less vulnerable to shifts in technology. I figure that Google ultimately wants to make it easy for its visitors to find valuable content, so my current strategy should be in alignment with Google’s long-term strategy. My feeling is that Google would be well-served by sending more of its traffic here.

But that alignment simply arises from my focus on providing value first and foremost.