3 Steps To Establish An Online Readership

When writing is your passion, it’s easy to talk yourself into going public with your work. Having access to an endless amount of people to read your work through the internet is a beautiful thing to imagine.

The online space, while advantageous and easy to indulge in, is dominated by fast-flying media, distracting advertisements, and never-ending competition between users. You’re battling for a reader's attention, and on your own, you’re likely to lose more fights than you win.

Luckily, there are key strategies for building a consistent audience online when publishing on your blog or website.

1. Search Engine Optimization

“SEO is a free way to get on the first page of Google—the hallmark of online presence. It takes time, but when done right, it is the gift that just keeps on giving.”

- The 25 Best Ways to Increase Your Online Presence (+Free Tools!) by Kristen McCormick

SEO can get pretty complex, but it’s an effective way to place your work in front of people who want to read it. It’s utilizing a search engine's algorithm of result placement to the best of your ability. For example, when you type something into Google, a list of sources appears ranked by relevance to your inquiry.

Google determines relevance by reading a website’s content and evaluating (algorithmically) whether that content pertains to what the searcher is looking for, mostly based on keywords. The search engine then determines “quality” by the number and quality of other websites that link to the site as a whole. A blog with no linked sources, no connections, no comments, and no keywords will never see the first result page of Google. But a blog that’s been linked on local news sites, refers to trusted sources, has traceable connections to other online platforms, and contains optimal keywords has a much higher chance of being thrust into the digital hands of readers.

To optimize SEO, do some research into what keywords your intended audience will be searching for and make a point to connect your work with other sources on the internet to increase your credibility. Look into tools that will help launch your specific content. (Website creators like WIX even have SEO tactics built into site creation, so you can start there!)

2. Consistent, Quality, & Specific Content

Or, simply the art of

"Writing good shit."

- Guy Kawasaki is the former chief evangelist of Apple

Curating content that has specific styles, goals, and audiences is key. The more niche the audience you want the reach, the more likely they are to engage with your site because they feel recognized by you in the community. Specificity brings fans. It will help readers know exactly what you offer and trust it.

Quality content is important as well. Produce work that is well-researched, thoroughly edited, and interesting. The more effort you put into creating high-quality content, the more reliable traction you’ll obtain.

To quote Nate Riggs, the Founder and President of NR Media Group, “If content is king, then consistency is queen”. Make a posting schedule and stick to it. Follow through on production promises and don’t miss deadlines. The more consistent you are, the more consistent your readers will be.

3. Advertising & Networking

Finally, pay for advertisements online (if that’s in your budget) or self-advertise using connected social media platforms. Utilizing as many resources as possible, whether it’s Instagram or Twitter, in tandem with your website helps advertise your work in more spaces. This goes along with professional online and in-person connections with other people in your field. Great places for this include LinkedIn and Cons in your area. The more people know you and see you, the more they trust and recommend you, allowing you to launch your readership.

"Different people tend to hang out in different social areas, including Facebook, Twitter, Pinterest, and Instagram. Meet them where they are..."

- 10 Ways to Grow Your Online Audience Organically by Emma Chapman