Watch out for Twiddlers!

Hi Reader,

I sold one of my food and drinks websites last week for a small loss.

And all because of a Twiddler.

I started this web project two years ago. I picked up an old food and drinks web domain from domain brokerage ODYS. This web domain has authority, links, and a catchy name.

Then, I installed Astra, a WordPress theme for food and drink bloggers. I approached this site like a cooker project. I decided to publish 50–60 food and drink articles and let them stew.

I researched some keywords for these articles but didn’t want to write that much content myself. So, I hired a food and drinks writer to write this content.

I gave him a spreadsheet of keywords, and off he went. His content was all I’d expect from a foodie. I spent little time or money on the site beyond paying this writer.

This strategy–publishing relevant content on expired domains–worked well for a few years. Following this approach, I built up traffic for several other websites.

Not anymore.

Traffic for my cooker project trended downward since the Google Helpful Content Update last September. So, I let the writer go and my content site for a few months. I hoped my traffic stats would turn around.

Well, hope isn’t a content strategy.

Info about the Google algorithm leaked on May 24th. SEO X worked itself into a frenzy about information from a 2,500-page document. Much of the leak contradicts the vanilla advice from Google’s reps about how search works.

An example? Google reps say new sites don’t have to wait in a sandbox for a few months before ranking. Write content readers like, and you’ll get traffic.

Well, it turns out a sandbox exists for new sites. And site owners must wait.

That’s one of the Twiddlers in this 2,500-page document. These Twiddlers classify a site for the algorithm.

Another Twiddler classifies sites as small or personal projects, such as blogs. This Twiddler may explain how Google is killing off many smaller sites and reserving space in the SERPS for its friends at Forbes, Quora, and Reddit.

The Google algo pushes content for smaller sites and bloggers down the results page. Our traffic overlords at Google can turn one of those Twiddlers and crash a site simply because it’s not big enough.

A Twiddler doesn’t care how much you or a writer knows about home brewing, travel, cats, or [insert niche of choice].

Why am I telling you all this?

Perhaps you don’t care about niche websites, SEO or even Twiddlers.

Well, many writers still want to publish content on their personal sites, but they’re wondering if blogging is dead.

Pro Writers shouldn’t depend on any ONE platform for connecting with followers, readers, and potential clients.

You could be knee-deep in SEO only for Google to turn one of its Twiddlers and tank your site.

You could be building a massive Insta account only for Meta to kill your profile’s reach in favor of pay-for-play.

Or you could be publishing books on KDP only for Amazon to prioritize book advertisers.

So, I’m treating my main site like any social media platform.

I’ll still write and publish content on it, but I don’t expect a reliable stream of traffic. So, I’ll diversify.

I’ll also write and publish on one or two key social media platforms where I can connect with clients, but I won’t depend on them.

I want readers to join my email list instead. It’s an insurance policy against an algo change or a Twiddler.

I’d like to invite you to a Pro Writers Only workshop on this topic. How to Start a 6-Figure Newsletter Business. Buy a ticket.

Write on,
Bryan Collins

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