How People Find Blogs (and Some Learnings from Praized)

eMarketer analyzes a Vizu Answers and Ad Age report that discusses the way readers find new blogs.

Survey highlights:

  • “Two-thirds of blog readers discover blogs by links on other blogs.”
  • “Recommendations account for another 23% of blog finds. “
  • 20% finds them through search engines
  • 6% through blog search engines like Technorati or Google Blog Search

eMarketer adds:

The fact that blog awareness is effectively spread by word-of-mouth is key for anyone using one in a campaign. Not only can you not build it and expect them to come, you cannot even build it and optimize it for search and expect them to come. Blog launches must be accompanied by links on established blogs, and some good recommendations from established, influential bloggers.

In addition, the survey asked respondants their main reasons for reading blogs:

Two-thirds of blog readers said that they read to be entertained, and 43% said that they read to keep up with personal interests or hobbies (multiple answers were allowed). A third said they read for education and 12% for business, making these clearly minority opinions.

What it means: high-level, here’s what I’ve learned about blogging (and blog linking) since I started writing 5 months ago.

  1. Before you start blogging, you need to identify the ecosystem(s) in which you’re going to “evolve”. The Praized blog is part of multiple ecosystems: Above all, it is part of both the Local Search ecosystem and the Social Media ecosystem. But geographically, it’s also part of the Canadian bloggers ecosystem.
  2. Once you’ve identified your universe, you need to start reading blogs from these worlds. I follow updates through a RSS reader (I use Google home page, nothing fancy). I read about 40 to 50 active blogs (by active,I mean daily updates) that operates in those three worlds. You’ll find a good subset of these blogs in my blogroll (I have not updated it in a while).
  3. Pretty soon, you’ll want to start commenting in these blogs. This will allow you to find your voice.
  4. You’re ready to start blogging. Continue commenting in your ecosystem’s blogs and make sure you refer to other blogs when you find interesting news on them.

I’ve also found some interesting qualitative data about blog post “tagging” (the “Categories” in the right column), which might help you with search engine indexation, but that story is for another day…

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How People Find Blogs (and Some Learnings from Praized)

eMarketer analyzes a Vizu Answers and Ad Age report that discusses the way readers find new blogs.

Survey highlights:

  • “Two-thirds of blog readers discover blogs by links on other blogs.”
  • “Recommendations account for another 23% of blog finds. “
  • 20% finds them through search engines
  • 6% through blog search engines like Technorati or Google Blog Search

eMarketer adds:

The fact that blog awareness is effectively spread by word-of-mouth is key for anyone using one in a campaign. Not only can you not build it and expect them to come, you cannot even build it and optimize it for search and expect them to come. Blog launches must be accompanied by links on established blogs, and some good recommendations from established, influential bloggers.

In addition, the survey asked respondants their main reasons for reading blogs:

Two-thirds of blog readers said that they read to be entertained, and 43% said that they read to keep up with personal interests or hobbies (multiple answers were allowed). A third said they read for education and 12% for business, making these clearly minority opinions.

What it means: high-level, here’s what I’ve learned about blogging (and blog linking) since I started writing 5 months ago.

  1. Before you start blogging, you need to identify the ecosystem(s) in which you’re going to “evolve”. The Praized blog is part of multiple ecosystems: Above all, it is part of both the Local Search ecosystem and the Social Media ecosystem. But geographically, it’s also part of the Canadian bloggers ecosystem.
  2. Once you’ve identified your universe, you need to start reading blogs from these worlds. I follow updates through a RSS reader (I use Google home page, nothing fancy). I read about 40 to 50 active blogs (by active,I mean daily updates) that operates in those three worlds. You’ll find a good subset of these blogs in my blogroll (I have not updated it in a while).
  3. Pretty soon, you’ll want to start commenting in these blogs. This will allow you to find your voice.
  4. You’re ready to start blogging. Continue commenting in your ecosystem’s blogs and make sure you refer to other blogs when you find interesting news on them.

I’ve also found some interesting qualitative data about blog post “tagging” (the “Categories” in the right column), which might help you with search engine indexation, but that story is for another day…

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