(EXPLAINED) 11 Reasons Why Blogs Fail And How To Succeed

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Blogging, like anything, has an element of risk to it.

Yes, blogging can skyrocket your profits and even increase the value of your business. 

But as with any investment, you need to be aware of the risks.

Fortunately, much of the risk can be avoided if you follow a few key principles. 

This article is going to explain why most blogs fail and how to keep yours growing from strength to strength.

Let’s get into it.

11 Reasons Why Most Blogs Fail

There are many causes for blogs failing.

In most cases though, it’s because of one of these 11 reasons:

  1. No patience
  2. Shiny-object-syndrome
  3. Ignoring search intent
  4. No content strategy
  5. No defined niche
  6. Competitive niche
  7. Poor user experience
  8. Poor article structure
  9. Creating generic content
  10. Using blackhat tactics
  11. No time or resources

As you can see, most of the reasons blogs fail are within your control. 

Meaning, if you’re determined to make your blog work, your chances of success are pretty high. 

Now, let’s take a deeper look at each of these reasons and how you can avoid them.

#1 No Patience

Blogging is a long-term game and most people don’t have the patience for it.

Even though blogging provides the best ROI compared to almost any other marketing strategy.

They prefer playing the paid ads game, spending fortunes to acquire customers with prices going up each year.

Rather than investing in blog posts that reliably funnel customers in, paying themselves off over and over again.

How To Be Patient With Blogging

First things first, you need to understand and acknowledge the fact that blogging takes time. 

It’s a commitment you make to your business that’ll help it grow consistently, and predictably.

Secondly, make the process your goal and not the outcome. 

Focus on consistently uploading content to your blog and the results will take care of themselves.

Think about it this way: 

The fact that blogging takes time is actually a barrier to entry. 

Only a few people have the patience to consistently execute a blogging strategy, and that’s what sets successful blogs apart from failures.

#2 Shiny-Object-Syndrome

This is probably the most common reason people fail at all types of businesses. 

Constantly moving from opportunity to opportunity and never actually giving one a fair chance at success.

You probably know exactly what I mean because it’s a real struggle for most business owners.

Somehow we convince ourselves a different strategy “just might work”, when in reality, pretty much any business could work given enough time or money. 

How To Avoid Shiny-Object-Syndrome 

Did you know there are companies that only specialize in making shoelaces? 

And the owners of those businesses have more money than you could ever need. 

That’s because they got very good at one specific thing, and for that reason, they’re in demand by some of the best shoe manufacturers in the world.

Remember, most businesses have the chance of making you extremely wealthy (including blogging) – you just need to give the opportunity enough time or money to flourish. 

#3 Ignoring Search Intent

The only thing worse than not doing your keyword research is ignoring search intent.

What is search intent? Search intent refers to the reason why someone might search for something.

For example: if someone searches “BMW for sale”, they’re not going to want to read an article on the history of BMW as a company.

So understanding why someone is searching a particular term and writing to answer that search intent is hugely important if you want to stand a chance at ranking in the SERPs (Search Engine Results Page).

How To Answer The Correct Search Intent 

First, you need to understand why someone might be searching for that term.

Often using your intuition about why someone might search for something is enough, but you’ll be surprised how often you might be wrong.

So it’s always best to double-check by looking at what content is already ranking in Google for the search term, and analyzing what separates the high-performing pages from pages buried further down in the SERPs.

Blog posts fall into 4 main categories of search intent, broadly speaking – namely:

  1. Informational (Eg. “how to clean an iPhone”)
  2. Navigational (Eg. “twitter login”)
  3. Transactional (Eg. “laptop for sale”)
  4. Commercial investigation (Eg. “best laptop for writers”)

Ensuring your articles answer the correct intent will significantly increase your chances of success.

You won’t believe how often search intent becomes a stumbling block for bloggers.

#4 No Content Strategy

Another common problem bloggers have in the beginning is a lack of content strategy.

They either write content that attracts the wrong target audience, i.e. people on a budget instead of people who can afford their offer.

Or they write too many informational articles and too few “money posts” that turn willing buyers into customers.

Planning your blog before you start is going to save you a ton of time and headaches, and speed up the publishing process.

How To Strategize Your Content

It’s important to have a good mix of content, both informational for those simply looking for answers, and commercial and transactional for those looking to pay you.

The best way to strategize your content is to consider the phases in your sales funnel:

  1. Top-of-funnel content – This is usually informational content with the sole purpose of attracting visitors interested in your solution, but aren’t necessarily looking to buy. The idea is to get onto your potential customer’s radar, and hopefully capture their email address to include in your mailing campaign or retarget them with ads later on.
  2. Middle-of-funnel content – This is usually commercial investigation or transactional content, used to attract visitors from Google with high buying intent. These normally convert visitors into customers quite well, but to solidify conversions you’re going to need one more kind of content.
  3. Bottom-of-funnel content – This is usually trust-building content, like case studies and original research that will help convert more warm leads into customers. These aren’t necessarily search-engine-optimized, but they should make up at least a small portion of the content on your blog and be used to build your credibility.

Your ideal mix depends on your business requirements, which will change over time.

According to Matt Diggity, a combination of 25% commercial and 70%+ informational content is ideal for an authority website.

Essentially, if you’re looking for easier traffic to quickly and consistently build your email list, then top-of-funnel is the way to go.

However, if you’re able to compete for more competitive keywords with high buying intent, then commercial and transactional content is perfect.

Informational content, though less likely to convert customers, is great for establishing E.A.T. (expertise, authoritativeness, and trustworthiness) in your niche, which in turn will help your more competitive commercial and transactional content rank in Google.

Remember, it’s important to have a good mix of content on your website or you’ll be penalized by Google for being too predatory.

It’s also a good thing for you as a business owner to diversify your content, especially if it means you can reliably build an email list of interested leads while simultaneously converting customers on autopilot.

#5 No Defined Niche

Something many new bloggers struggle with is establishing and sticking to a specific niche.

Google wants to send readers to specialist websites they trust to provide the most accurate information.

If your website has 100 articles on 100 different topics (pets, car insurance, martial arts, etc), you’ll struggle to establish any kind of E.A.T. in Google’s eyes.

Google would rather send their readers to a website with 100 articles on pets because it’s a more complete resource.

How To Write “Niche-Defining” Content

To establish yourself as a topic expert, you’re going to need to approach your niche/industry from every possible angle.

Slowly building out each corner, until you eventually have an entire library of useful content acting as a lead generation flywheel for your business.

Avoid branching out too far from your central niche, or you’ll confuse Google and you won’t rank for anything.

As previously mentioned, you should ideally start with less competitive informational content at first to build authority and start growing your email list.

#6 Competitive Niche

Unfortunately, not all niches or industries are the same.

Tech-heavy and high-ticket industries; like law, medicine, finance, and insurance, tend to be very competitive niches.

Meaning, it’ll be near impossible for newcomers to effectively rank for terms companies are investing millions of dollars in ranking for.

For example, it’s highly unlikely you could ever rank your website for the term: “best vehicle insurance”

In fact, super-competitive niches like healthcare and finance even have their own classification referred to as “your money, your life” niches – or YMYL.

These are highly regulated industries that have real-world effects, so search engines like Google need to ensure only the most factual and authoritative websites reach the top of the SERPs.

Not only are these industries very competitive, but your website needs to establish a very high level of E.A.T. to even be considered for ranking in Google.

How To Win In Competitive Niches

Attempting to charge head-on into a competitive niche, competing for the most profitable terms right from the start, isn’t going to work.

You’re going to publish to the permanent sound of crickets, and that’s a waste of your time and money.

Your best bet is to target long-tail keywords first – normally informational content.

For example, instead of competing for “best vehicle insurance“:

competitive keyword

Instead, target less-competitive, longer tail keywords like “how much is vehicle insurance a month“:

less competitive keyword

There might be less search volume, but at least you can compete in the SERPs for these terms.

Pro tip: Don’t pay too much attention to “search volume” in keyword research tools, they’re usually pretty unreliable. I’ve written many articles for 0 search volume terms which resulted in hundreds and even thousands of visitors per month.

#7 Poor User Experience

One of Google’s main ranking factors is user experience.

With more and more websites competing for the best keywords, Google has the luxury of choosing and prioritizing only the best content for its users.

This is important for avoiding fly-by-night scammers like you would’ve seen flooding the internet in the early days of search engine optimization.

Where ranking was based on simplistic metrics like how many times you could stuff the keyword into your content, or how many spammy backlinks you could build using sneaky tactics like link-farming.

In fact, Google uses a range of page experience signals for determining the quality of content:

  1. Loading or LCP (Largest Contentful paint) – The time it takes for the largest element on your page to load
  2. Interactivity or FID (First Input Delay) – The time it takes for your page to be usable (scroll, complete form, etc)
  3. Visual stability or CLS (Cumulative Layout Shift) – How much your page jumps up and down as content loads
  4. Mobile-friendly or responsive design – Your website should be designed with mobile usage in mind
  5. HTTPS or SSL Certificate – Your website should be using a secure browser connection to your server
  6. No intrusive interstitials or pop-ups – Avoid excessive pop-up prompts that interfere with your content

There’s more to it, but these are the primary page-experience metrics for measuring user experience on your blog.

Credit: Google

How To Improve User Experience

The simplest way to improve user experience on your blog is to optimize for Google’s page-experience signals.

Here are 7 ways you can improve the user experience on your blog:

  1. Find a good hosting company with fast servers
  2. Use good caching software to store and quickly load files
  3. Compress your images so they load faster
  4. Minify and combine CSS and JavaScript files (respectively)
  5. Use Lazy Loading to reduce page load speed
  6. Reduce server bloat by deleting unused media and software
  7. Avoid overusing disruptive display ads and pop-ups

Remember, if Google depends on its users for trust signals – so ensure you’re optimizing for them and not the algorithm.

#8 Poor Article Structure

Getting readers to their answers as quickly as possible is the key to great content.

The longer it takes for someone to find an answer, the less likely your blog post is going to rank well.

As I mentioned, Google depends on its users to tell them which content is good and which is bad.

They look at 3 specific metrics:

  1. How long people stay on your page
  2. How many people bounce back to the search results page
  3. How many people look for the same answer on another website

If too many of your readers leave your page looking for the same answer somewhere else, Google thinks you’re not providing their users with the information they need and they’ll stop ranking your content.

How To Improve Article Structures

You need to give readers the answer to their questions as quickly and as succinctly as possible.

A long-winded answer filled with fluff to sound smart won’t cut it.

People want an answer to their questions as quickly as possible and nothing else.

Here are 5 ways to improve your article structure:

  1. Ensure your answer is as close to the top of your page as possible
  2. Present the answer in a useful format – a short paragraph, table with data, bulleted or numbered points, etc
  3. Provide the answer in multiple formats if possible
  4. Give a summarized and an extended version of the answer in case readers want to know more
  5. Include internal links to related articles in case readers need more information

Always remember why you’re writing the blog post: to provide your ideal customer with the answers they need when they need them.

#9 Creating Generic Content

If your content has nothing new to say, why would Google prefer your article to someone else’s?

Simply copying your competitors isn’t enough to rank well in SERPs anymore.

If your content is too similar to what’s already ranking, your content might not even be indexed because Google would consider it a waste of their resources.

Especially in the age of AI writing tools, creating unique high-quality content “for humans by humans” is more important than ever.

How To Create Unique Content

Remember, you’re writing for people – not the algorithm.

People want to know personal anecdotes, experiences, and advice based on lessons you’ve learned yourself.

They want to read content by someone they can relate to, someone who’s been in their shoes.

AI content (in my opinion) will never be able to build rapport like articles written from personal experience.

You need to provide your own unique perspective, your own lessons learned, your own unique research, new ways of looking at different types of data, and more.

I like to imagine I’m writing to myself in the past, because it helps me understand exactly what information I’d want to include and how I’d want to display the information to be most useful.

#10 Using Blackhat Tactics

Blackhat tactics are sneaky strategies used for gaming Google’s algorithm into ranking you high for competitive keywords.

7 Examples of blackhat tactics bloggers have used for years include:

  1. Keyword stuffing
  2. Cloaking
  3. PBNs or private blog networks
  4. Building spammy backlinks (comment sections and discussion forums)
  5. Paid link-building (still widely used)
  6. Link farming
  7. Sneaky redirects

There’s a ton more, but you get the idea.

Fortunately, as search engines like Google improve their search algorithms, they can now penalize websites for attempting blackhat tactics.

This has helped to improve the overall quality of content on the internet by prioritizing great content over dishonest strategies.

How To Grow Without Blackhat Tactics

Avoiding blackhat tactics is important for the long-term health of your website.

The best way to grow your blog without resorting to paid backlinks or any other sneakiness is to create more content targeting lower-competition, longtail keywords.

This helps to grow your E.A.T. over time, and eventually, you can compete for the more competitive search terms.

There’s no shortcut to success in blogging.

If you want to grow reliably over an extended period of time, you need to stick to Google’s rules or risk wasting a lot of your time and money when they tank your traffic.

#11 No Time or Resources

Lastly and most importantly, blogs fail sometimes because life gets in the way.

You start your blog eager and ready to make it a success, but since it takes time to produce results you need to focus on other marketing activities which produce results faster but require a much larger chunk of your time.

After all, that’s what SEO is trying to reduce – the need for constant input to see consistent results.

No matter how badly you wish you could get back to writing, it remains an unticked item on your to-do list.

Unfortunately, there are only 24 hours in the day and you can only do so much.

How To Publish Content If You Don’t Have Time

It’s simple, you either need to invest your time or your money.

There’s no way around it if you want to see the long-term benefits of SEO blogging in your business.

Remember, the goal is to eventually have a steady flow of customers coming to YOU, so you don’t need to be marketing yourself or paying for expensive ads.

The problem is, who can you trust to create unique, high-quality content for your business that’ll rank in Google.

The answer: We can help you – after all, you found this article, didn’t you? 😉

We create SEO content for businesses just like yours, so all you need to worry about is serving your customers.

Conclusion

There are many reasons why blogs fail, but most of them are avoidable.

If you focus on creating only the best quality content for your readers and stay consistent, your business will see growth, unlike anything you’ve experienced before.

It’s no coincidence that most large companies have SEO strategies driving regular traffic to their offer pages, and so should you.

Click here if you’d like us to help you build out your SEO footprint.

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