Right after New Year’s Day, I started cleaning the database of my blog. I reviewed the contents, trashed the fluff, rewrote still usable posts and restructured. I split the blog into five. The main blog and four subdomains. I closed two smaller projects and moved them into two of the four subdomains.
It was a lot of work, and a huge risk, SEO-wise. Traffic dropped but I was convinced it was temporary. And I was right. A month after the split was complete, traffic started to climb. Growth was slow but steady. The gamble was paying off and I was glad.
Then, coronavirus happened. Bad joss. Terrifically bad joss.
Some blogs, especially travel blogs, were badly hit. Fluff blogs like fashion and decor were dying too.
But recipe blogs? Housebound, people were spending more time on the web. Cooking meals for their families. Some are learning to cook for the first time. My ad network described the surge in traffic as “historic.” My travel blog’s traffic plunged for a week but because one-third of the content consists of travel-inspired recipes, it didn’t take long to recover.
As it turned out, splitting the blog into five was the best thing I could have done and at the right time too.
And structuring the travel blog into one that is so unlike most travel blogs (with their tips on where to go and what to see) means there will always be evergreen content.
What’s joss? It defies definition. But read James Clavell’s Tai-pan, Gai-jin and Noble House. You’ll probably still won’t be able to come up with a definition of joss after reading them, but you’ll understand what it means.