Hey Reader!
I've been thinking a lot about something I see in our food blogging community...
I'm a little nervous to share this because I don't want it to be interpreted in the wrong way, but I think it's important that we talk about it.
You know that feeling when Google announces a core update and your stomach drops? That panic about potentially losing rankings and traffic? π³
I see it all the time in our community, and honestly, it breaks my heart a little.
While I believe SEO and keyword research are important tools in our toolbox, they shouldn't be the foundation of our blogs.
Here's what I mean...
I often see food bloggers asking their followers to leave recipe ratings with messages like "help my recipes rank higher in Google" or "so I can please the Google Gods".
Sometimes I even see talented creators hold back from sharing their most valuable content because "Google might not like it."
They'll cut out personal bits that could really connect with readers, suppressing the part that lights them up (ultimately, the reason they started blogging in the first place).
Well, Google recently updated its Search Quality Evaluator Guidelines, which brought a little panic to the food blogging world.
The changes include things like, "...on recipe pages, the recipe itself and important supporting content directly related to the recipe should be prominently displayed near the top of the webpage."
Yet SEO experts say that if we move our recipe cards to the top of the post, we can lose a big chunk of ad revenue (which means Google would lose some, too, since they make money from our ads).
We also have different types of users to consider - some people enjoy step-by-step instructions, tips, and even little background stories.
Having a Jump To Recipe button up top helps us accommodate all types of readers.
Google also shared a handful of recipe blog post examples with ratings (ctrl+f to search for "recipe" in the guidelines doc).
Some of the examples make sense, like this one where ads distract and even cover up some of the content:
But then there's this one that they also marked as "low quality"...
...yet it's ranking #1 on Google when you search for "butterbeer" π€:
If your content isn't performing well then sure, take a look at the recipe examples Google shared in their updated guidelines. But please keep in mind that they are guidelines, not requirements.
Also, remember that you have your own data to reference!
Free tools like Google Analytics and Microsoft Clarity show how users engage with your pages and navigate around your site.
But here's the thing - we're not creating content for Google. We're creating it for real people who want to make our delicious recipes and connect with us!
I still recommend following SEO best practices and doing keyword research (at least for now).
However, if you're spending more time obsessing over SEO and Google than your audience and brand, I encourage you to swap those ratios.
Shift your mindset.
Obsess over the actual content you're creating, how you're showing up for your audience, and how they're connecting with you.
Do you only care about star ratings because of Google? Or do you want to connect with your audience and know how real people are enjoying your recipes and how you can improve for them?
Are you really only creating content because it'll perform on Google? Or are you creating it because you have experience to share, it lights you up, and your audience enjoys it?
SEO is a strategy, not a business model. And quite frankly, Google doesn't care about you, they care about their bottom line (especially in these times of uncertainty).
SEO might help people find you, but it's your authentic voice and valuable content that will make them stay. And more importantly, it's what will keep you fulfilled and excited about what you do! π
You have so much to offer to real people. Don't let Google suppress what people love about you most.
Build a brand so strong that it doesn't need Google.
The past couple of weeks in my group coaching program were devoted to blog post audits & understanding how SEO and UX work together.
Next week, we're having a transparent discussion about what the future of food blogging may look like (nobody knows for sure) and how we can build businesses that last.
Would you like to join us? π
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