How to recruit a target audience reading and search

This question has long been in the air, even about himand not much talk. I am not an exception, and I also constantly think about it, but a blogger, as I might not care. This post is inspired by the recent Facebook debate and the post “Why I don’t read travel blogs.”

I have already posted two posts on this topic (Why readers do not return and Do not start a travel blog). I recommend them to read to all beginners and those who are also concerned about the question of how to gain an audience. I re-read them and thought to rewrite, but decided to make another post anyway, it’s better than to write sheets of comments on the social network that no one will see later.

The content of the article


We define the terms. A blog is originally a diary about yourself, about something personal. But the boundaries between blogs and sites have long been erased, and a blog can mean anything. So, I would subdivide blogs into 2 categories: blog directories and personal blogs. Moreover, this does not mean that there is no confusion between them; most blogs are just a reference book + personal, in one there is more than one, in others more than another. This is very important to understand, because, depending on the type of content, we will gather either a search audience or a reader. Yes, yes, you can both at once, but do not rush, I will say this too.

Thus, we have two types of content: information and reading. People need information to prepare for the trip, and then they no longer have any reason to read you. Fiction, on the contrary, has a subscription to news and reading for a long time, is perceived as entertainment or communication interests.

I think it is obvious that the information attracts a search audience, and reading matter is reading. There are many exceptions, other types of content, but again, we will not complicate anything yet.

Blog for the soul or for earnings

Controversial issue that pulls on a whole separatefast. Before you start a blog, well, or already during its blogging, you have to answer the question yourself, do you want the blog to bring you money? It is very important to answer yourself this question as honestly as possible. It depends on where you can relate your activities, to your hobby, or to work. Just do not listen to anyone (including me), a blog for earnings is not bad! What kind of mania in our post-Soviet space to belittle any commercial activity. You can blog for people, be useful, and at the same time earn. Not always, where there is money, there is profit.

If you decide that your blog is just a hobby,you generally can not read anything about blogging. Hobbies, above all, should bring you pleasure, and you will earn in other ways. So just keep a blog, how you want, how it is being done. You and the mass audience to recruit then there is no special meaning. Although, of course, it's nice when you are not read by a couple of friends, but by several thousand strangers. But in any case, as long as the blog = hobby, there is no motivation to strain. I will quote our correspondence with Maria Anashina, I hope she does not mind:

... probably still difficult to combine a blog for the soul and a blog for earnings, unless writing articles for search queries is not an occupation for the soul ...
... at my favorite work, sometimes I also have to do things that I don’t really like. But, probably, all the same, I write articles to the blog with great pleasure ...

I will answer this with an example from my life. Once I realized that I write informational articles at home for search queries much more than draw a heating system in the office. Therefore, a bunch of unloved work + favorite hobby, just a favorite job, was exchanged. Yes, sometimes you have to do something that you don’t like, but I consider it absolutely normal, and the hobby itself is not always “rushing every second”. I wrote about this in a post How to earn a hobby.

How to gain readership

How to gain audience

How to gain audience

So, you still decided to collect the readeraudience. Either you want it for no apparent reason, or you are going to monetize in the future through advertising posts or services. In my opinion, these are the only ways to make money, because contextual advertising and affiliate programs do not work for readers.

I see 3 ways:

  • To be original and to collect an audience with a binding to the person.
  • Select one or more "core" interests and collect an audience for them.
  • Mixed version, when there is a personality and a “core” interest.

If you go through popular blogs, youtubechannels, you will see who is ahead of the rest. For example, there are projects like Goodbynormals with a pleasant video series, there is a Share with its 70 countries in a year, Fish with its vagrancy and poems, Valyaeva with his teaching about women. They all create a good and not annoying "reading matter." If we estimate the statistics of their attendance, then it becomes clear that no one comes to them from the search engine and all of their attendants are readers. Someone from such bloggers is original, someone collects an audience by interests. For example, Varlamov, he chose the social sphere as a basis for himself and only then began to read him for his travels and everything else, although they also traced the social sphere (the format is bad about the city N, good about the city N). Although I also like the style of presentation Varlamov.

Admit to yourself, is your project original or similar to all the others? If there are no bright ideas, then you just have to gather the audience for a long time and persistently.


  • Unusual. Look for your chips. Perhaps you are making a great video shoot, have a very interesting syllable, are prone to unusual adventures, or want to make something unique. Look around, so much has already been done and is being done, will not your blog get lost on the Internet?
  • You must be the first or repeat for someone better than the original. You can set a trend, for example, wintering in Thailand, and you can see what is in this niche and make it better and more interesting.
  • Do not choose narrow niches. If you are original, but what you are doing is not very interesting to anyone, then you will have to collect an audience bit by bit and accept the fact that one and a half diggers read you. Roughly speaking, fiction on wombats in Australia is much less interesting than about sex, rock and roll, and drugs. You may protest against this, but it is. However, this does not mean that you need to do what you do not like, look for your topic!
  • Learn marketing. It is very important to understand what kind of audience you are collecting, who it is, what it wants, what it is afraid of. And yes, you will have to write such posts that they need, not you.
  • The combination of several types of content. In addition to reading, you need to periodically provide information useful to your readers, and write posts about yourself and your experience, increasing loyalty to yourself.

From my experience:

An astute reader will tell you, if you’re the oneso smart you don't do either? And he will be right. Everything I write here is my conclusion. However, I’m a very bad marketing specialist, and my interests change all the time. I can not choose the "core interest". I’m writing about Tai, about estates in the Moscow region, about Egor and rehabilitation, about anti-consumption and downshifting, about expensive hotels in Hong Kong and blogging. The audience comes and goes (constant turnover), and only the one that is tied to my personality and our family remains. And since we are rather ordinary, a small number of people read us. The same Varlamov has 15-30 thousand readers, and we are up to such an indicator as before the moon, although we started at the same time.

How to get a search audience

The fastest and easiest way to get startedMaking money from a blog is working with a search audience. After all, not all of us are unusual and with something clearly distinct from others, and almost everyone can make an informational catalog of articles. The main monetization is affiliate programs and contextual advertising, that is, it’s also simpler than advertising posts with search for advertisers (you have to be very popular and have a large subscriber base so that the advertisers will be bursting with). But we will not return to the readership.

Honestly, I do not see the point here a lot of thingswrite, because this way is so clear. You choose a niche, write informational posts with keywords, most of which must be connected, either with a specific affiliate program, or with expensive clicks on the context. No one bothers to work with several affiliates at once, to describe personal travel experience, to write about myself, but these posts are secondary. It is more important - to create targeted traffic for certain requests, so that those who are looking for a flight ticket in one way or another, come to book a hotel, buy insurance, a tour, book a car, come to you. The more targeted traffic, the greater the profit. It should be understood that if a person is looking for information about visiting the Louvre in Paris, this is not targeted traffic, because he most likely already has a ticket, insurance, and everything else. And you will have to accept the fact that with an increase in attendance, it will not always be converted into subscribers, you will be commended with comments, but will not subscribe, because such posts are not read.

Periodically you need to analyze your position insearch engines for certain requests and move them higher, for example, by purchasing links, or write new articles on the same issue. There are specific cases from the series, to choose such and such a topic, write certain content, perform certain actions. But in this case, this is already a site purely for earnings, because in this case you don’t have to describe your experience at all, and generally write it yourself, others will do it for you, you can only manage the process. So I’m not going to dive into SEO, I’m not strong myself, and there are a lot of websites / forums on the topic of promotion.

To sum up:

  • Work with affiliate programs, or with contextual advertising, but the latter is less profitable without special knowledge / cases. That is, the main task is targeted traffic.
  • Analysis of requests for their use in the form of keywords in their posts. Given that many of the requests are competitive, they will have to deal with for a long time.
  • Promotion. It is necessary to promote their posts through paid and free options: buying links, buying posts with links, your posts on your blog with links, social networks. I recommend the book by Seo Kolayder from Mikhail Shakin and the course How to become a thousand-blogger from Alexander Borisov.
  • Analytics. Analyzing your positions, traffic amount, testing various affiliate programs and their tools for an envelope, for example, a link in a post can work better than a sidebar widget. I recently wrote about my experiment with affiliate hotels.

How to combine a set of search and readership

Go to the next option. By and large, everyone who wanted to blog for the soul, but is not original, began to combine. For example, a person wrote in the format of "what I see, I sing," and sees that the visitor does not grow (that is, there are no more subscribers), and therefore there is no income (because there are no sense to place advertising posts on a blog with a small audience to advertisers) , it means you need to gain a searchable audience. In this case, a creative splash would still be desirable, therefore, posts from time to time appear periodically. Himself so.

Immediately make a reservation, in my opinion, I have notIt turned out to combine. All due to the fact that there is no core interest that would not have changed for many years. Still, it is the understanding of how to gain readership is the main one. A person who knows this will easily become familiar with a set of a search audience, in fact, will simply begin to issue information posts on specified topics. But, on the contrary, it is hard to take and suddenly become unusual or super interesting on a specific topic.

It is important to mention here that the search audiencemay be reading. That is, the person initially searched for information on a specific request, went to your blog, and realized that he was interested in your reading too, and subscribed to the blog. However, this happens only if your informational posts and reading matter fall into the same niche, that is, we are again returning to a kind of core interest and a rather large amount of reading matter on the blog.

To make it clear, take Kotovsky example with his blog whose main theme is bike andbeside him. First, a person is interested in buying a bike, then setting up switches / brakes / forks, and clothing for pokatushek. All this content is for search engines, and if nothing else is on the blog, the person will buy it, learn how to repair it and leave the blog. However, if his cycling interest is quite vivid, then he will be interested in other issues not entirely in the information plan, ranging from cycling trips to trends in the cycle world. Thus, it can be converted from a single search visitor to a reader, and at no extra cost to the author of the blog.

Ideally, this scenario is one ofthe most effective. With travel blogs, you can also turn these things around and combine readers and search audiences. It is important to understand what interests your non-informational visitors will have and satisfy them.

P.S. There are a lot of intermediate options, so decide and think for yourself how to be and how to do better.

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