Last week Erick Shonfeld, a writer for TechCrunch, posted a rather uninspiring article after Technorati released their “State of the Blogosphere” stating that “The More [bloggers] Post, the Higher [they] Rank”. In it, he argued that because a majority of the Top 100 blogs tracked by Technorati post more than 5 times a day, and 43 percent of those post more than 10 times a day, that the quantity of those posts is the reason for those blogs entering the top 100 of Technorati. While perhaps true for some, I argue it may be the means, but definitely not the reason the top 100 are where they are.
On Technorati, Quality Trumps Quantity
Let’s face it – every site in the top 100 in Technorati is there because they have put time into their posts. Sites like TechCrunch and Mashable and ReadWriteWeb employ bloggers to professionally blog for them, giving those bloggers the time and motivation to put effort into the posts they write. They have editors which look over the posts each author writes and those editors add an additional level of quality to the posts that they write. They all started small and have grown to the level they are, enabling them to keep the spots they are at.
Because more time is spent on each post, and these sites are able to crank out many of those quality posts, yes, they get more links in a short amount of time. More people are interested in them. They get the breaking news first because startups and other PR firms know that they generate traffic and buzz. This keeps them interesting.
Quantity Plays a Very Small Part
However, I argue that quantity is not the reason most of these people are in the top 100. The problem with quantity is people get bored of you. When you’re cranking out so many posts a day that people can’t keep up they begin to tune out. Sure, they may still subscribe to your feeds, but they start to reduce your importance in their minds. You get links only because you’re cranking out so many posts in a short amount of time. In fact, I suggest this isn’t healthy for the blogosphere. The blogosphere thrives on being personal and unique, not robotic.
Therefore these blogs may have gotten to where they are because of quality, but that does not mean they are invincible. Posts like Erick’s seem to imply that they are and that the little guy has no way of getting “into the blogging elite”.
It is Possible to Get in the Top 100 and Not Post Every Day!
I was reminded of this point when Chris Brogan very humbly made mention on his blog that he had broken the top 100 blogs on Technorati. While Chris does post almost every day and sometimes more than once, he also skips days at times, and I can tell you that blogging is by far his top priority! Chris writes quality, well-thought out posts that make you think and teach you things. He’s not a news breaker, unless he thinks you can learn from it. People like this, so they link to him. He has become more than just a “blogger”, but a “thought-leader” and example.
Seth Godin is another example. Currently Seth is number 17 on the top 100 of Technorati. He’ll never let you know that, by the way. Seth posts short, thoughtful posts, once a day, which make you think. You feel inspired after reading just the short paragraph or two that he writes. Seth too is considered a thought leader because of this. He could care less about quantity. His quality is what has made his blog.
Robert Scoble is another example. There are days and even weeks he goes without blogging, but when he speaks, he speaks with passion. He tries to inspire, and show you by his actions what the upcoming technologies are. Because of this, lots of people link to him.
Then there’s Guy Kawasaki. Guy’s last post was 2 days ago. He blogs because it’s fun. He blogs because he has something to share, not because of a duty to blog. Guy got in the top 100 naturally, not because of an army of bloggers working for him.
You Can Do it Too!
I’ll be first to admit that I’m not there. True, it would be cool to be there, but frankly, it’s not important. What’s important is that you stop focusing on the robotic nature of blogging just to blog, and blog because you care. Blog because you have something to say, and blog because it makes sense.
It doesn’t matter if you blog 5 times a day, once a day, or even once a week. If you write quality posts, lead in your thoughts and actions, and show that in your writing, others will link to you. Despite what Erick Shonfeld says, don’t listen to him – quality trumps quantity any day, especially with Technorati.
(Image courtesy http://manonl.edublogs.org/2008/04/22/blogging-away/)