333: Serving Your Audience – How Emma Duckworth Doubled Her Pageviews by Focusing on SEO

Hello. Hello, this is Bjork. You're listening to the Food Blogger Pro podcast. And today we are chatting with Emma from Emma Duckworth Bakes. And she's gonna be sharing about some of the things that she's been learning about SEO. So that's something that she's focused on, what the results have looked like from that, from implementing some of this work around really strategic search engine optimization for her site. She's going to be talking about a fun little side conversation we have is talking about Dear Cocoa, their kind of coffee and inside retail business that they have. Talking about her process with writing a cookbook and what that was like and really just what her journey has been like, not only personally and how she's kind of evolved as within her career, focusing on interior design and then starting to transition some of that thought process over to her photography and her blog and how that's been impactful and also just kind of the lay of the land from a business perspective. When she looks at her site, when she looks at having 50,000 followers on Instagram and all the different pieces to the puzzle, how she goes about thinking about allocating her time and continuing to build not only her skills and abilities, but her business. So it's a great conversation with a skilled, capable, creative person. And I know that you'll get a lot out of it. So let's go ahead and jump into the interview. Emma, welcome to the podcast.

Hello. Thank you for having me.

Yeah, we're going to be talking about something that a lot of people are interested in, which is SEO search engine optimization. I know that you've recently gone through the process of focusing on that and have seen some results on it, which is always fun to hear from all different stages of bloggers. Right. So we have conversations with people who have been doing this for 10 years, people who are early on, and we want to touch on every stage of the journey to hear what people are learning and to share a little bit about that, but as always, want to hear a little bit about where you started and how you got into this. So take us back to the launch of your site and talk a little bit about it.

Well, my husband and I and our family, we've moved from Australia to back to England because I'm English, but he's Australian. I spent years out there and we decided to move back to London and at that point, it was a career change moment of I needed to that shift from what I was doing. I'd lost the passion in it and didn't want to start afresh in London in a new, new field.

And what was it that you were doing just out of curiosity?

Interior design. So it was always creative but I'd done it for so long and I knew I needed that shift into something else. But yes question, the internal question is what? So moving to London with Coco, our youngest was one at that point. So I couldn't go to work straight away. So I had sort of a year and a half of Ami and ah ing before she thinking about her going to nursery. And then I sort of stumbled across food photography and was like, well you know, I've got my DSLR that was taking pictures of the kids. I'd done a bit of prop styling back in Sydney, but what do I do? And then when I stumbled across food photography I was like, okay, well I love baking and I love, you know, I've got a passion for photography. I'm not the world's best, but sure, can I combine the two? And that was the sort of starting point. So that was in January 2019 and that's when I did an online course with photography school and that was the sort of aha moment of okay, I've got nine months before my kid goes to nursery. And at that point it was a choice for us that I had to go back to full time work I had to do by that point. So it was very much I have nine months to make this work. So it's very. I want to do this very targeted. This has to earn me money, has to happen.

And when you say I want to do this, what at that point did you know exactly what it was that you wanted to do? Did you have a pretty clear picture of what it was?

Well, it's sort of been. It was purely from this photography school course that to realize that you could earn money through pictures through your imagery on Instagram, you know, I didn't really come across that. And then sort of went into the spider web of scrolling and going onto the picture profiles and seeing the images that that other students were taking and going they're really good. Yeah, you know, a bit of self belief. I'm going to get that.

Yeah, yeah.

So that's when I jumped into the career of into it and went, yeah, this is amazing. What an amazing job to be able to do this. And from home it's flexible, you know.

And with something you enjoy. Right. Photography and yeah, and I love food content.

Yeah, exactly. So that to me the sort of light bulb moment of I can join these two passions together and hopefully make a career out of it, but so it wasn't something I'd been doing for years and years. You know, you hear doing it for three, four years before they actually decided to really turn it, it was into a career. It was very much okay, yeah, I want to do this. This looks great, gonna have a crack. I have nine months to make it work, otherwise it's just going to be a hobby. I have to get into a job.

And so you, I love the idea that you had this deadline and you had to work against it because I think sometimes, you know, they say deadline is the best motivator. And so you put that on the calendar and it's kind of make it or break it. So what, what was that point? What was the deadline that you had in terms of knowing like this is going to be a thing or it's not and if it's not, then I need to go out and find a different thing?

Well, I mean I knew it wasn't going to be sort of full time work at that point. By sector 9 months was not going to be long enough to be making a full time. But I had to know that, that it was possible. I had to have client work coming in. I had to know that, you know, you see the upward spot trajectory is towards this isn't just a one off job that you've got or you know, through sponsored work or whatever. I have to know that there is more client work that will be coming in, that my level is good enough. That was the biggest thing. So it was literally six months of practicing food photography before I got, I landed my first client. So yeah, so I did the course in January and by June was I landed my first client and that was with one of the major supermarkets here. So.

Huh. So what did that look like in the early stages? So you say, okay, I have nine months. And you know, I like to draw analogies to other areas just as a, you know, thought experiment. So it's almost like the one that I use a lot is music. And it's kind of like you're picking up the guitar for the first time and you're like, I need to learn this. And not only do I need to learn it, but like I need to play a show where either I get paid or like I get enough tip money to be like, okay, then I see how I can do this moving forward in other ways. But you have to practice in order to get to a point where you could even entertain the idea of asking. So how did you know when you were ready to pitch somebody on the Potential of working together.

Well, I was lucky that I didn't pitch for the first, for the. Well, for the first couple of months, I literally. I started my Instagram account at the same time that I took the course. So it was very much. Everyone was sort of in the journey with me of my self improvement.

Yeah.

But. But I picked it up pretty quickly, I have to say. I think my creative background definitely helped me with food styling and composition. I had a bucket load to learn. Don't get me wrong, photography. I look back on those images and it was just like it did have to improve, but I think it was just looking at an image of mine and going, would I be happy to sell that to a client? And believing that if it was a no, then I'm not going to accept work. If it's yes, then okay. Because I have to be proud of that work that's being put out at the end of the day. Yeah. So it's. That's five, six months before. Okay. Yeah.

Yep. This is work I'm proud of. Yeah, yeah, yeah. They. There's. I'm going to blank on his name, but there's a podcaster who talks about this idea of the gap, like the gap between what we're doing. Just this is the worst thing to do, is on a podcast, look it up in real time or to share. Share something that you don't actually know who the source is, but his name is. It's the guy behind this American Life, which is a podcast that just kind of chronicles stories and kind of behind the scenes things. And Ira Glass is his name and he has this concept about the gap. And the gap is for him, for creative people, it's this knowledge that you know what good work looks like and you know where you want to be and you also have a really good understanding of where you are. And it's really hard to sit in that gap. And I'm going to read this, just a little bit of it. I won't read all of it, but I want to see if this resonates with you. So this is a part of the quote. He says nobody tells us to people who are beginners. He said, I wish I had someone. I wish someone had told me. All of us who do creative work, we get into it because we have good taste. But there is this gap for the first couple of years you make stuff, it's just not that good. It's trying to be good. It has potential, but it's not. But your taste, the thing that got you into the game is still killer. And your taste is why your work disappoints you. A lot of people never get past this phase and they quit. And I would imagine that one thing that's interesting for you is you're able to compress that. My guess is to six months. My guess is that one of the reasons why is because you had a little bit of an advantage in having an understanding creatively due to your interior design work. But does that idea of the gap resonate with you in terms of what it was like to sit in that period of knowing what you want, where you wanted to be, but where you weren't? Yeah.

You know, right from the get go, I could see these. These images that other people are taking and appreciate how beautiful they were. You know, I've already always sat in a creative space where I can appreciate the. The effort it takes to. And the knowledge that the output of an expert.

Yeah.

What level they're at and knowing what it takes to get there and. But the fact that I could see that others who had started at my level were getting there. It's like, well, I can.

Yeah.

It just. It's going to take a bucket load of hard work.

Yeah.

By no means. At the maximum level. Yeah.

Never are we there is your own.

Worst criticism and worst critic. But it was. It was just the knowledge that, okay, I need work now, but I know where I need to get to before I'm happy to be able to sell my images myself. A food photographer.

Sure. That makes sense.

And I think because I had that deadline of September, I was. I was extremely focused on it. It wasn't. Let's just think about it.

Yeah, right. Right. You had to move. What were the things that were most helpful in that season that allowed you to make the progress you needed to make to get better?

It's just a sponge. I did just researched as much as I could. Did the course practiced was building my community on Instagram. That grew pretty quickly.

And do you have any thoughts on why it grew quickly? Like how you went about growing was obviously good photography.

Yeah. That consistency again, I was quite. I knew that Instagram had to play a major part in this. And starting from zero at the start of career, I realized very quickly that it was, you know, had to play to the algorithm gods. It's consistency. It was engagement. It was putting out. What do you mean?

What do you mean by engagement?

Engaging with the audience, answering every comment. I think up until 10,000 followers, I was answering every single comment that somebody put on there. Engaging with other people. Not. Not Necessarily following a whole heap of people. Sure. Follow. Account of who I follow. It's not huge because I wanted to really build the connections with the people I was following.

Yeah.

Also who were following me. So answering dms and just being super consistent with that for the first year.

Yep. Anything else that you'd point out? Consistency. Making sure to engage your audience and to point out you're, you know, started this beginning at 2019. Is that right? Okay.

Yeah.

So coming up on two years and right on the point of getting to that 50k mark, which is such a great marker.

Yeah. But it was. I'd say the engagement and consistency is key because last year with the cookbook I couldn't commit so much time and I've struggled to now keep that trajectory up. And it's telling. That tells me that wants you to be there all the time and will reward you for that.

Point being if you aren't as. If you aren't as present to the platform. Potentially from an engagement and consistency perspective, the growth trajectory might reflect that because now you've been doing cookbook work, which is one of the great struggles that people who are successful have, which is opportunity. Right. And it's like, it's a great problem to have. But the problem becomes like, what is the most important thing for me to be focusing on? Because you have a cookbook in front of you. That could be awesome, that could be really successful. But you could also focus on Instagram. That could be great. That could be successful.

I'd say for the first year. Because then I started the blog in August of that year. So not at the start, but in about August. And I think for that first year I sort of knew everything that I should be learning.

Sure.

Equally I felt very overwhelmed by that because there was the photography piece, there was the editing piece, there was Instagram, there's marketing yourself, there's a blog, there's. How do you do a blog?

Right, right.

There's recipe development. Because, you know, I was just an at home baker. And then suddenly you shift into wanting to teach people and develop recipes. That in itself is a. Is a new skill that.

Yeah.

It's with you. So there's just so many factors to this profession, isn't there? As we know.

Yeah. Right. You really have to be a. This is another one of those phrases that I'm not going to remember exactly what it is, but I remember hearing an interview with somebody who worked in the newspaper profession and he said there's a switch. And it was to some like jungle cat animal. He Said it's like it's a switch from people who are specialized to like Panthers or Jaguars or something like that. But it was like a phrase that they used to describe people who could write and photograph and document video and. And that's really what it's become. There's this interesting evolution, I think, that exists for creators and publishers, which is in the beginning, you have to be all of those things. You have to you or at least a handful of them. You have to know kind of how WordPress works. You have to know Instagram, you have to know photography, you have to know your computer. You have to figure out how to do updates on your computer, consistently updates on WordPress, all of these things. So you kind of be you, I think, come in, maybe specialized, you do one thing to some extent, you become a generalist. But I think then as you have resources and you're starting to create an income, you can start to move back to being a specialist as you bring other people in. But there is this kind of middle part of the. Of the process where you're kind of doing a lot of different things. Yeah. And you're in the middle of.

It can be super overwhelming and to. Because you know at what depth you want to get into these things. But it's just time, isn't it?

Yes.

Everyone's shortcoming. It's time to be able to do all of this all at once. So for me, in that first year, it was very much okay, I need to grow Instagram if I want anyone to sponsor me and I need to do photography and editing. Those are the three components that they need to skyrocket if I'm gonna be able to pitch myself to do outside of Instagram, which I was doing.

Yep. So when you. When you started out, did you know, like, hey, I want to grow Instagram and do sponsored content? Or did you say, actually, I would love to build my blog and improve SEO, which we're going to talk about. Or you're like, hey, I would love to do photography for restaurants. And what did you think you were going to do? And then what are you actually doing now?

The Instagram and sponsored piece. Definitely. And then also that developed into creating imagery for brands not on Instagram, just for their website or. And recipe development that way. So the blog was a. Sort of more used as a portfolio, but with the recipes. I didn't understand SEO at that point. Sort of heard of it.

Sure.

Maybe because my brain was just so full of everything else. It was.

Right, right.

I just can't get to that make it work as much as I can.

Yeah, yeah.

It wasn't going anywhere.

That makes sense. Yeah.

But it was just that.

Yeah. And made a decision to kind of double down on that and had some success with it, which we'll talk about in a little bit. At what point did you say, like, you know what, I think this can be a thing and I think I'll be able to build this into a full time position, whether you are there now still on the trajectory to like see when that might be. But you did it in a relatively short amount of time compared to what it might look like in a lot of other situations where, you know, I would say, like, for the world that we live in, for that to take three, four years isn't uncommon considering all the other things that are happening in life. But what does that look, what does that journey look like for you? And at what point were you like, hey, I feel pretty confident in this becoming my job, my career.

Oh, by around Christmas that year was the jobs are really rolling in and I was lucky enough that I wasn't having to pitch to clients. They were finding me. And that was through Instagram.

And what does that look like? How did that happen? And how did, how did you kind of navigate those conversations?

That was literally just the emails dropping into my inbox and. Or, you know, there was one cocoa company who I recipe developed and shop for quite a bit. A friend of a friend mentioned my name, said, oh, I know she's still in Instagram and she does beautiful photography, whatever. And just popping into my inbox with sponsored work. Did a lot of work for Nielsen Massey Vanillas over in the US during that early phase. So that became regular. And it was. So it was around February the next last year that it was just like, okay, this is really taking off. This is fantastic. And then obviously March hit.

Yeah, yeah, yeah.

Because a lot of the work here is through PR agencies. If it's going to be sponsored content, then it goes through a lot of PR agencies.

So meaning a brand partners with the PR agency who then works out, reaches out to publishers and creators.

Yeah, creators are going to be. And then so everything was going brilliantly. The trajectory was going up. It was just like, okay, this is brilliant. And then Covid hit and all the PR work stopped because I was. Marketing budgets got cut, tracks got torn up because everyone just put pause on everything because we obviously, everyone panicked and didn't know what was going on. And so that was a massive eye opener actually for me, for me to realize I've Put all my eggs in one basket.

Yeah. And that basket being sponsored content or. Yeah. Photography brands.

Yeah, yeah. But at the same time, that's when the cookbook email from the publisher came in. Literally the week the world shut down, that dropped in the inbox and it was just like, first of all, I thought it was spam.

Yeah.

I didn't delete that, but it was just. And then that conversation opened up with the publisher and it was just one of those sliding door moments of, okay, this part has stopped pretty much overnight. So this has now opened up the conversation for a cookbook, which I might not have gone down the route because things had been going so well and I knew sort of how much it was going to take away from doing my other client work.

Yep.

So it was just one of those moments that was just fortuitous of.

Yeah, yeah.

Okay.

One door closes, another door opens. Yeah. How did you go with the cookbook? How did you go about navigating that conversation? Did you do a bunch of research on what norms would be. Did they present you with something where they said, hey, this is kind of how we work with publishers? Did you look for an agent that would maybe help you navigate it? And then any advice for people who would go through a similar situation?

No. I mean, it says a publisher that I'd seen other Instagram and food photographers using Page Street Publishing. Um, they're. They very much champion, you know, not in my wildest dreams did I think that I would write a cookbook.

Sure.

At that level. But they very much champion people who have. They feel they've got something to say, who they love the recipe. So the blog definitely helped with that. And it's got a small presence on Instagram because I'm not huge and comparatively.

Sure, yeah, it's all relative. Yeah, yeah, yeah.

Certainly not at that point. I was maybe or something, which is a good number. But it's certainly not in the hundreds, so.

Right, right.

So no, it was just quite a few conversations with them just to understand the process because I had absolutely no idea. So no agent involved on my part. It was just very much straight, straight conversations with them and was very happy with what they were offering. That the timing was right. It was Sunday.

Yeah.

Hey, well, this could be the next six months of, you know, I had no idea when the world is going to open up. It was, you know, sat there.

Yeah. In a season where there's a lot of question marks, it may be nice to have some punctuation that that wasn't open ended or question. But yeah. So anything that you've learned in the.

Process of doing a cookbook, it's intense. Yeah, very intense. It was a six month turnaround. Um, so that, that was full on. I didn't really realize how full on it was going to be.

Sure.

I'd sort of time planned it out because for me to be able to process something like that, I need to, to map out how that's going to look. So I very much put time blocks of recipe development for two months and then writing for two months and, and then photography at all for two months. So.

Yeah.

And you within. Then broke it down within those weeks of how many recipes do I have to do per week and then per day.

Yeah.

So that I could sort of just compartmentalize everything how that, how it was going to affect me at home, what weeks are going to be busy with the family. It's got three kids, you know, it was the big school holidays during that time as well. So yeah, that was. How's this going to impact the family Was going to.

It's. It seems like a great example of a time when you need to start with the end in mind. So when do they need. And when do they need stuff and what do they need? And then reversing that by blocking on the calendar and saying here's what, I'm going to do that in order to make that happen.

Yeah. But I want to say I felt very, felt very lucky. I feel very lucky obviously to have done it. But it was, I think it was because I was so dogged with my want to do on Instagram first with my imagery.

Sure.

That got me seen because otherwise, you know, imagery sells, doesn't it?

Yes. Yep. There's, there's something we've talked about before was with this idea of who, not how many. And to your point about having a really successful Instagram account, 20,000 followers, you know, I think that's aspirational for a lot of people to grow following do 20,000, 50,000, you know, but also a good reminder of like good work is good work regardless of the number of followers. And there's something to be said about creating good work in the world regardless of if you have, you know, 500,000 followers or 500 followers and what really matters is who. The fact that somebody, the who of it matters more than how many and somebody influential, like a publishing company, another influential creator might come along and recognize that good work and realize that it needs to have a light on it and they might have the ability to do that. So I think that's that's a great example of that happening and somebody reaching out and kind of validating your good work.

Exactly. So, so yeah, the client work slowly started rolling in maybe the latter third of last year as we were sort of going in and out of the lockdowns, etc, companies were sort of releasing their marketing budgets and definitely by no means to the extent. And it still hasn't got to where it was, I would say. Yeah, at all. And so once I'd finished the cookbook, I realized, sort of handed it all in, got manuscript in and sat there at the beginning of this year. So now we're talking two years on from starting all of this. And I was chipping away at the blog, but it was, you know, it wasn't consistent. It was the hero there when I could fit it in.

Sure.

But I sat there at the beginning of this year and went, I need to diversify my income just generates income at some point. Don't know how much you know, it's just going to tick away in the background that's coming.

Conceptually. Can you explain what you mean by that? For people who aren't familiar with how a cookbook contract works. So, you know, you get maybe an initial upfront and then my understanding is you work through that initial amount until you get to the point where maybe you pass it, then you get kind of royalties for many sales. Is that generally kind of how it worked?

And yeah, so I basically got paid to develop the cookbook and create recipes. But then also there's the photography component, which you don't necessarily get that straight away. You sort of have to pass the test in a sense. They want you to be good enough if you want to do it yourself or you can employ somebody else. But I was very happy to do it myself.

Yeah.

So that you get paid those installments and then once it's all handed in, the manuscripts in, final payment comes through and then now it's just waiting for it to be published and then getting, you know, the sales once they start.

Yeah, yeah, yeah, that makes sense. So you knew essentially that. Well, in a quick kind of example, in another industry, I have a friend who writes songs and he will get paid to write those songs, kind of a stipend and then they, from a publisher, they'll place those in like a TV show or you know, the, the news will have a song that will run and then he gets royalties based on how much that song would play or not play. Cookbooks kind of being the same, except a little bit more direct. And then it's just related to sales. So you could see, okay, you had this period where you were like starting and you knew that you wanted to get to this point. It was kind of the nine month mark. And then you started to see traction. You started to get sponsorships or working with brands to do their content. March 2020 hits. That all goes away. But as that door is closing, the cookbook door opens. So you're hanging out in the cookbook room for a while. You get that all taken care of. The room is complete. You shut that door and now you're standing in the hallway and you're like, what door do I open next?

Precisely right. Precisely right. And that was the realization that suddenly, yes, I've got time now, so to speak. The client work's not coming in as much as it was before COVID hit. Where else can I put my focus on? And for me, that was the blog. I knew that people were earning from this. There's so much time taken and cost as well. Running a blog.

Yeah.

As inefficiently as I was doing it that there is so much that take out. Takes out of you to. To create the blog post and the recipes.

Yeah. People don't realize how much goes into it a lot of times. Yeah. I mean, we all do. Everybody who listens to this podcast does, but.

Yeah, exactly. But general public don't. But. And I just knew that either I'm going to just transition this to a portfolio website and it's pure imagery, or I'm going to make this work. So it's another one of those. Right. Ever.

Yeah, yeah, yeah.

Pretty. When I want to do something, I'll either, you know. So it was a very much a. I need to learn how to do this. Either I can YouTube it, I can google it, or I can look for someone who can help me. I can. Part of my belief is that you have to invest.

Yeah.

To educate yourself if you want to do it with any form of speed.

Yep.

Otherwise you could be, you know, willy nilly youtubing or googling or. But they're not putting the pieces in the right order. So.

Yeah. So what did that look like for you and what were the areas that you focused on Right away you had photography down. But you know what, what were the things that you're trying to figure out?

SEO. The whole package of SEO. I had absolutely zero idea. So I was looking to do a course in SEO and I'd actually spoken to a blogger friend of mine and said, you know, what's this course like? I really need to knuckle down on this to get this blog up and running. I want it to be successful. Then she said it was Ari from well Seasoned Studio. She said, okay, stop, stop, stop. Don't sign up to anything. I have this friend, Icicle, who runs Foolproof Living. She's an SEO guru. She's been doing this for years and she's just starting to look for someone that she can mentor and sort of impart her knowledge on. Yeah, let me connect you guys and take it from there and then you can decide. So I. And I had a chat on Zoom and. And I sort of. I took a leap of faith and she took a leap of faith in me because she wasn't set up. She was sort of her hand a little bit quicker than she might have wanted to do it. Yeah, yeah, we get on. Let's do it. Let's work it out. Let's do it together. And so we sort of entered a three month mentorship, which. And that looked like three hour calls a week for 12 weeks.

Yeah.

And we went into everything.

Yeah, tell us, tell us about it. What were the things that you feel like were most helpful? And we'll link to her familiar with ICE and the work that she does. We'll link to her site. Yeah. What, what do you feel like you learned knowing that you were coming in, knowing the term SEO, but not much around it. And also can you share, like where you were at and maybe where you ended up as you kind of went through the process with your site?

So. So at that point, I was. So my blog was at about 65 posts. Had about 65 posts on there. So very small number. And I was about 18,000 page views. Sessions by shit Fluke.

Yep, sure. Having content on the world and people coming across it. Yeah, yeah.

Complete life mostly. Actually being driven by social. So not by Pinterest, not by keywords. Like, I had no idea. Keywords? What?

Right, right, right.

And so we started at the beginning. We started with my avatar of who's the blog for? What are you talking to Emma. And you know, that was quite a. Really had to step back, realign myself, really think, what am I doing? Where am I going with this?

And what did you land on?

It's a blog for? Well, we got down to specifics, like, sure.

Type of.

Type of person. So.

Yeah, yeah.

Family woman. She likes to bake. She's from America but lives in Europe. So it loves the sort of European edge. She loves easy weeknight baking for her kids during the week to bake after School for the kids and then on weekends she likes to stretch her wings a little bit.

Sure. More time and yeah.

More advanced recipes.

And do you imagine like when you're writing content is one of the things you do imagine writing for that person?

Yes, I do. Now it's hard. We'll go into it but at the minute just purely re optimizing all the old posts and Republican just going through all the old content because it's so thin. So now would I choose the content that I've got on there? Maybe not sure because I didn't know about it beforehand. Before putting it on there, I was very much. Which is the worst thing you can do, isn't it? For blog I was very much creating for me.

Sure.

Pretty. All the different things you can put on making Pretty. I was doing it for me.

And yeah, it's a. I think it's a simple concept that's really hard to actually implement, which is, you know, on this podcast, for example. I think the best podcast interviews are when I think about what are other people maybe thinking about and try and ask those questions versus I think it's okay if I just ask questions that I'm curious about, but if I start to think about who are the people that I know listen to this podcast and when they're listening to this, what are some of the questions that they might ask, that's when I feel like podcasts are at their best similar with content. Who are the people that are going to be reading this and what are the things that they're going to be most needing or wanting to read?

Yeah, yeah, precisely. So we started from ground zero. We tore apart my blog. What needs to change? You know, I wasn't on. I was using Foodie Pro, but I wasn't on Feast Design Plugin. I had been in the sand when that came out. Yeah, yeah, that was out. So I had to shift that and restructure the blog a little bit. And category.

What were the. What were the things so familiar. Skyler. And you know, folks will see him in the Food Blogger Pro membership forums occasionally. They do great work at Feast. What were some of the things that you liked about the Feast plugin and what were some of the changes you made from a site structure perspective?

It's super easy to. Not easy. I'm not technical. Right. This is where I struggle the technical side of things. But I managed. I got about 80% there of doing it by myself on a. What you call it, staging site.

Sure.

And then I just needed a little 20% of help with from a web developer just to make those changes. It was the homepage is obviously now on the modern homepage and the sidebar. So putting more content on the homepage because before it was just the latest recipes which was common for newer bloggers just to put archives.

Sure, sure.

Whereas now you've really got to, you know, I taught me it's putting as much as you can on there in a very structured way but with links and so your different categories, your best, your best posts on there seasonal content. And then what else did we do? Just looking at the categories that I had split up and linking recipes on the little intro and the categories.

Sure.

Yeah. We just really looked into everything on the website and what was happening for me post work. Because I didn't know that was another Google Analytics.

Yeah.

Search console.

Yeah. And. And when you found out the posts that were performing well, what did you do? Like what was it with those that you said great, I know this now. Do you like email folks about those? Do you link back to them more? Do you try and create similar things that are a little bit different? Like what was the strategy around? Because it's like one thing to know but then it's another thing to know and then actually do something with it. Was there something that happened out of it?

Yeah, definitely. I mean she taught me about, you know, your content buckets. You take your, your posts that are doing well and we. What else can you create around those posts to be able to lift that one up and lift the other posts as well? Sort of Rising tide lifts all ships. It's our mentality. So that's why we're really focused on me re optimizing all the old blog posts and updating them rather than keep putting out.

Yeah.

Continuing to put out new stuff when weighted posts that will keep me down. So I look forward to when I've finished optimizing all the posts to then be able to create the content that I know will lift. Because a lot of my how to posts, they're the ones that see the how to make this cossy, how to make sweet short crust bake, how to make enriched dough. Those ones are the ones that are really how to make scones, plain scones. They seem to be the ones that doing super well. So it's leaning into that and going okay, well let's build on that.

Yeah. And how can you kind of create content around those where maybe you have specific recipes that are kind of one off or maybe it's supporting recipes. It's almost like a kind of a hub and spoke mentality where you have a hub of something that's kind of pillar content. That's pretty significant, performing well, building things around that to kind of support it. Maybe those supporting pages also do well. But it's kind of like you're becoming an expert on a certain category of really niche baking or a niche type of recipe.

Yeah, exactly. So there's, I mean there's. You can. I've got a notebook full of ideas of post to do.

Yeah.

In the future.

Right, right. But for the time being. Optimizing and improving. Yes.

So that's very much our strategy for the time being is getting the. All the old blog posts optimized. Keyword research, you know, we learned. I learned all about that.

Sure.

Email marketing, Pinterest.

Yeah.

A free ebook on there to try and test people to sign up and subscribe.

That makes sense. What is the tool that you use for keyword research?

Key search.

Okay. And then can you talk a little bit about how that works, like what you've discovered in that process in regards to keyword research and things you've learned?

Yeah, sure. It's what I've learned is finding the keyword that you can, you can create content around that is not so high up on the difficulty level. So you're trying to hit the long tail keywords instead of saying chocolate chip cookie. You know, the competition is too high volume around that. That I'm never going to be able to compete.

Sure, yeah.

Everyone else. But if you, I don't know, for example brown butter or chocolate chip cookies, then suddenly the search volume is still there.

Yeah.

But the difficulty is not so high. So.

Right.

You can. The aim is obviously to rank on the first page.

An idea being you can go a little bit more long tail or something that's a little bit more niche. Maybe there's not going to be as many, you know, searches for chocolate chip cookies with like Hershey's Kisses for example. By you'll there won't be as competitive and so you'll be able to potentially rank higher and get traffic and over time you can probably start to level up those keywords and get a little like you can go from. So what did that process look like and what was the traction you were able to get in terms of kind of building from the starting point of kind of not really thinking about search having 60 recipes having a little bit of traction. Were you able to see results in terms of like search picking up and actually getting traction along the way?

Yeah, it took about six weeks, six Weeks, two months. Because at the same time my husband and I. So I finished my mentorship with ICE and then my husband and I opened up a street coffee business.

Cool.

So that then took up time and so it was like, oh, finished mentorship. But I can't get into it just yet. So I sort of had to park it a little bit or so, six weeks and then it was that. Right. No need to get back into this. And then it was about six weeks later where I started to see the numbers slowly, is this listed up and it'll go back down again and, you know, happen. And it keeps dropping. Going out. Got dropping.

Yeah.

But so now it's. I would say I've re up. I've updated about 25% of the blog now, but it does most of them need reshooting. So I do process images and all of them. So it's a full workaround. Pretty much starting from scratch again with them, but sure.

But starting to see traction in the payoff from that work.

100%. So end of April, I was around 19,000 page views, whereas now I'm at 42.

So it's doubled. Yes.

Yeah.

Yep. And that comes from not even publishing new content, just looking at old content.

There's a couple of new content on there, but maybe I'd say five.

Yep.

So nothing. Certainly not one a week type thing. So. And you know, it takes. For me, I find it. It's a long process to write blog posts. I don't know how people turn. Turn out one a day.

Yeah, yeah, yeah.

Defies logic to me for sure.

Yeah. And I think. I think there's something to be said about producing less that's higher quality as opposed to trying to get more.

Yeah, yeah.

So I'm curious to know, you know, the brick and mortar maybe isn't the best way to describe a street business, street coffee business. But when you look at kind of the lay of the land of your different businesses, one of the things that I think is interesting is there is diversification. So you have your site that's growing and building and you have. Eventually that will get to a point where 40,000 will turn into 80,000, will turn into 100,000. You'll get to a point where it'll be able to produce thousands, multiple thousands of dollars. I'm curious to know how you look at the balancing of your different income sources, also including the street coffee piece. Like if you were to look at the pie that makes up your hustles, what does that look like? And where do you think the Focus will be going forward.

Okay. Well, in terms of the coffee, my husband pretty much runs that.

Sure.

So I take all the pictures, the images for him, give him a helping hand on Instagram, but he's doing really well with that. So he's making that fly. So he pretty much is involved in that. And then I would say at the moment it's that fine balance of if I accept lots of client work, then I'm taking away time from which I know is getting traction. It's working, I'm getting there.

Yeah.

But it takes work and it takes effort. So it's what I've not struggled with. But it's. It's been hard to. To know when to say no to things.

Yeah.

With client work. To be able to keep moving forward because if I suddenly fill my month up with client work right then I'm not going. It's going to slow down the progression.

Yeah. It's a really interesting balance between trying to figure out how to navigate that. It's kind of like having a full time job where how do you transition that? Different in that you have a little bit more control, but similar in that you're working and you're getting paid for that work as opposed to maybe kind of snowballing that effort which.

Yeah, yeah. It's that with blogs and people have told me right from the get go, it's the long term game. It really is a long term business. And for someone who can be relatively impatient because I don't want to do something, I want to do it and I'll do it. What kind of move forward. It's a real test of patience.

Yeah.

But I know that it will benefit in the long run.

Yeah.

Because I see that all around. So it's like this is, this is something that I really want to keep going so that in the future, in five years time, this is really gain traction. But it takes, it's a bit of sacrifice now I guess to be able to say no to the client work, to keep that moving forward.

Right, right. And so at this point client work is focus with being able to do blog building, Instagram following, kind of those things. Instagram following obviously supports the. Some of the client work.

Yeah.

But would you like to see that shift from maybe like 80% client work, 20% blog sponsored content? Maybe slowly that starts to shift. 70, 30, 50, 50, 60, 40.

Until time wise, I would say the majority of my time is on the blog at the minute. For the past three months, I would say yeah, predominantly on the blog and that's Been quite a. It was a conscious choice.

Yep.

To do that because I could see the traction happening. It was like, yeah, just need to get to that 50.

Right. And if you can build that out and if you can say, okay, if this is here now, we're at this point with clarity, which is a tool that we've been working on and building. If we can draw the trajectory on that and say, like, okay, that as a business isn't profitable right now, we spend a lot of time on it, we spend a lot of energy on it, but we can see the trajectory of it. And if we can draw that out to a point where we say, okay, 12 months in the future, if history continues to look like what it has, we know that it will be at this point.

Exactly.

Not only will that be income that's being produced, but it will also be value in that. And this is something that we're trying to talk more about on the podcast in that then that type of business, a blog, software company, whatever it might be, that also has inherent value. So if you have a business that's making $100,000 and it doesn't necessarily require you to do it in the same way that shooting for a company like doing freelance food photography would, if it's like a passive ish type of business that's going to have inherent value within it. So you could maybe sell that for 300, 400,000. So not only is it like creating that income from you, but you also have created an investment. And it sounds like what you're doing is saying, like, okay, I realize that. And if I can invest this time up front, I see that traffic is doubling, getting some traction, I can draw that line out and see like, this will be worth it in a year when I hit this point where then it becomes a Absolutely.

And that's. And that's the line, the choice you make with any small business at the end of the day, isn't it?

Right.

It's always going to take an element of sacrifice and time. And that's essentially what blogging does. It is time away from doing other things with your kids, or it's all time for free at the minute, but with the knowledge that.

I remember calculating one super rough hours on, like, if we had gotten paid for all the work that we had done up until a certain point with pinch of yum, like, what would that have looked like? And at the moment, like, let's say in a month, you earn. I don't remember when it was that I did this post, but like 5,000 or $10,000 a month and it's like, oh my gosh, that's awesome. Like what a great job to be able to have. But if you look back at it over the four years and you were to calculate that out, it's like, well, actually like to get to that point, if you were to stop and didn't earn anymore, you know, for us, I don't remember what the number was, but it would have been like, you know, $5 an hour. Like it. You just. But if you stick with it, that snowball eventually accumulates and it, and it shifts where maybe you're able to spend less time on it. And that number looks different. But the hard part is, you know, those, those first few years.

Yeah, exactly. And I could, I know, I know that with food bloggers that there's the seasonal piece in it as well. So our lead up to Christmas is going to have that snowball effect too, or that pickup. So that's why I thought, right, you've got to commit it now so that hopefully we can get on that wave, get some keywords going that are working for you and get to the advertising before Christmas hits. So the traction drops.

Yeah, right.

I've got there. So fingers crossed.

What would your advice be, Emma, for anybody who's super early stages, you know, maybe it's somebody who's listening to this and they're thinking about starting or they're thinking about going all in in a way that they haven't before.

Any advice that you'd have for them, Educate yourself. I think that's the biggest piece of advice is to try not to do it alone in a sense because there are other people who have been like with Food Blogger Pro, all the information is there.

Yeah, yeah.

Instead of you'll fast track yourself by following guidance from others who have been there and who are experts in the field. At the end of the day, instead of trying to jigsaw puzzle the pieces together and then realize, oh, I did that wrong, I should have done that and backtrack and you know, I kind of kick myself that I didn't learn all this at the start. Yeah, it's one of the best brain.

Capacity, sure, yeah, totally.

I can deal with.

So it's, it's one of the things I'm learning myself, which is I need to continually learn. I asked, I asked that question for other people all the time. Hey, what are you learning? What are you doing? You know, how are you staying on top of this? How did you learn? So I actually just signed up for a membership program called Growth University, which is all about growing a software business. And what I found is it's super helpful for me to go through the process, learning from other people who are experts in an area where maybe have like opinions and ideas, but I'm definitely not like embedded in the industry of growth. And that's one of the things that I hear you talking a lot about with your journey is really being focused on learning and knowing that that's part of the job. Like, yeah, it's, it's not just doing the work, it's learning how to do the work. And those two things paired together, learning how to do it, getting better at it and doing the work is kind of the secret sauce. And it's why we talk about, you know, getting a tiny bit better every day forever, because that's what has to happen in order for you to continually evolve and improve and get better. So that's great. Super fun conversation with you to talk about your journey. Emma, can you talk a little bit about where people can connect with you and follow along with what you're up to? And also your cookbook, we talked about that, but I want to make sure to give a shout out for that if people want to hear that or be aware of how they can.

Instagram is Emma Duckworth Bakes and so is my blog, www.emmaduckworthbakes.co.uk the Cookbook. I've got it here. Actually one copy is out live. It's not out till the 23rd of November, that's publication date. But it's called simply Sweet nostalgic bakes. It's 55 recipes tapping into nostalgia. All those recipes that you, you know, we're also layered in our lives and our memories and food is such a part of that, isn't it?

Totally.

You smell a blueberry pie and you're taking back the Inanna's kitchen table. Or you know, you have a bakery tart for me is such an English tart that, you know, that was trips up to see my grandparents. So is those sort of desserts and treats, but with an Emma twist.

That's awesome.

Different flavor combination or whatnot. So yeah, as on the 23rd of November for the US and Canada and then about a month to six weeks later for everyone else. So it's a bit delayed because of COVID shipping and all that, as is.

True in the logistics world for Covid. Yeah, that's great. We'll link to it in the show notes, make sure that people can see that and check that out. Thanks for chatting today, Emma. Really fun to connect.

Brilliant. Thank you. Thank you for having me, a Brit, on, you know, such a big US show. It's not often that we get s faces over here.

Yeah, no, happy to make it happen. And thanks for coming on. Appreciate it.

Thank you.

Thanks. Thanks to Emma for coming on again and sharing her story. When I scroll through her Instagram, when I look at the pictures, it's obvious that she's done the work that is needed and also has the skills and abilities from her past career. And those that combination, showing up and doing the work, educating yourself, putting in the time, and then also committing to it for a long period of time, we talk about that often results in an end result that is, you know, beautiful photography in this case or business growth, whatever it might be. So that is my encouragement to you. If you are looking to achieve a thing, be willing to show up to learn to do the work and to commit to it for a long period of time. And I think if you do that, what you'll find is after 3, 4.

5, 10 years, in our case, you.

Know, 11, 12 years, that you'll be able to cover some incredible ground. There's a lot of people, there's a lot of different people. This quote has been attributed to, like Bill Gates or Tony Robbins. I don't know who it actually is, but they talk about this idea that you underestimate, or you overestimate what you can do in a year, but you underestimate what you can do in a decade. And I think that's really true. And it's been one of the main ways that I think of how we do business. Like, what is it?

What do we want to do over.

The next decade and how do we commit to doing that each and every day? So I hope this podcast can be a small part in your puzzle as you think about what that journey is like for you. We appreciate you tuning in and excited to be back here. Same time, same place. Until then, make it a great week.

Thank Sam.