460: How Yasmin Henley Recommitted to Her Blog and Grew to 85,000 Monthly Sessions

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Hey there, this is Emily from the Food Blogger Pro team and you are listening to the Food Blogger Pro Podcast. This week on the podcast, Bjork is interviewing Yasmin Henley from the Food Blog by the Forkful. Yasmin has a super interesting blogging journey that I think a lot of you will relate to. She first started her blog in 2019 and was quickly able to qualify for an ad network, but after she learned she was pregnant with her first child and decided to go back to work full time, her blog kind of fell by the wayside. In this interview, she explains to Bjork how she recommitted to her blog, why she decided to reprioritize it, and how she's rebuilt her following to over 85,000 monthly sessions as of last month and of course requalified for an ad network. She explains more about why she prioritizes getting traffic from social media and what sort of SEO updates she's made to to help rebuild her blog. It's a super interesting interview. We really enjoyed hearing more about Yasmin's story and know you will as well. So without further ado, I'll let Bjork take it away.

Yasmin, welcome to the podcast.

Thank you. Hi.

Yeah, thanks for staying up late with us. Nine o' clock there for you. So I still have coffee that I'm sipping on and you're kind of entering the stage of night. Maybe a little tea, a little bit of wine. It's the wine down?

Yeah. Although we have just had the clock change, so at least it's kind of 8pm here.

Yeah, you have like a week or two of being able to kind of have that as like bonus time. When. When the time changes, we're going to talk about your story. You have an interesting journey where you built your site up until the point where you were able to apply and got accepted to mediavine. Obviously for a lot of people who are starting out, who are in the early stages, that's a really pivotal moment because you're able to monetize in a way that's hard to do before you get accepted to an ad network. Tell me about what that process was like to start and what it was like to build up to that point, what worked well and maybe what that felt like once you were accepted.

So I started my food blog in 2019 and it was actually my second blog that I started. The first one was kind of more of a frugal living lifestyle blog, learn a lot of lessons that then I could kind of apply more quickly to buy the forkful. And I knew that getting my first blog, intermediate vine, was like a big goal. It helped me bring in a steady income. So I knew that that was like one of my main goals for my food blog. Mostly at that point, SEO really wasn't like on my radar. I thought I knew what it was, but I really, looking back, I'm like, I didn't know what I was doing. So I was just doing bits and bobs and kind of got to the point where at that point mediavine would let you put a site onto their network, a second site at 10k sessions a month. So quite a low bar, which I think I mostly got through Pinterest traffic. And then, yeah, getting it to that point was great because I was like, okay, now I'm in, you know, can start making some stable income. And kind of at that point you're not making like a. A big amount. You know, it's sure maybe 100, $200 a month. Then neglected my site for maybe a year, 18 months. Just started working on it. My traffic could fall into maybe 5k sessions. And then Mediavine tell me that they're actually removing me from their network.

Like it wasn't enough traffic for them to kind of justify it being on there.

Yeah, yeah.

And so you had this other site and had that site been the first site that it had been accepted into mediavine. So like. Is that right? So had that whatever the qualifications were at the time, was it 50,000 page views.

It was 25,000 at that point.

Yeah, got it. So you have 25,000 there, you have 10,000 with this other site. You're making, you know, multiple hundreds of dollars, which is great. It's like this proof of concept. And in the early stages, it's enough to justify like, okay, if I can double this or, you know, triple this, then it starts to become pretty meaningful. It's like a mortgage payment, essentially. And that's when, you know, when you're able to see those numbers, that's when it kind of gets really exciting. It sounds like what happened was you had worked on this one site and then kind of said, you know what, I want to focus on food. And so you start to focus on food as this kind of path forward in the type of content that you want to create. You got some momentum with it and then you paused in this period, traffic fell back down. Tell me about that period. Like, what was that like when you went into this season of kind of not focusing on the site and then we're going to talk about kind of turning that around and what it looked like on the other side.

Yeah. So I got into Mediavine, I think the start of 2020, maybe just before the pandemic started, sort of, you know, became a thing. And I think a lot of food bloggers have a kind of different story to mine, whereas that's when they really leaned into growing their food blogs and, you know, traffic kind of exploded. But for me, I think I got about four or five months down the line where I'd be monetized and then found out I was pregnant with my daughter, who's now almost three. And for me, I'd been freelancing for a good few years. So I was like, you know, living my life, but definitely wasn't living the life for a baby to come on the scene. So I did and went back into full time work to build up savings. So my food blog got pushed to the side. And obviously hindsight is a really beautiful thing because I'm like, oh, maybe if I had lent into Food Blog, I could be in a different place. But you know, that's, that's not the route that I went down. And then, yeah, probably it wasn't until she was maybe a year, 18 months plus that I was like, okay, now I'm in the headspace to refocus on this old project.

Yeah, and it's one of the great things about your experience is for two years, three years, four years you have, you'd kind of been Working, you know, both with the frugal living side or with the food site. You'd been getting experience, you'd been building skills, you've been building expertise. And one of the things I love to think about in our world is that we are like CEOs of our life and what our job is, is to make wise decisions for like, you, Inc. Right. And my affirmation for you is like making the right decision for you and your family. And did you say, is it that your daughter or son or.

Yeah, yeah, yeah.

So for your daughter. And the right decision in that moment was to say, hey, you know what, I'm going to get a full time gig. I know it's going to be guaranteed in a way that building a site for, you know, passive income or advertising income isn't guaranteed. And but what you didn't lose is the skills and abilities that you had developed. And for so many of us, one of the things that this can be is a really great safety net for us if we ever need it, or a really great opportunity for a season where we don't need the same type of guaranteed income. And there's, there's no, like, the type of work you're doing is. It's only good or bad within the context of like what you're doing. And so I want to affirm you in the decision that you made and saying like, hey, that was a great decision because it was right for your family, for your daughter. And it's always easy to look back and be like, well, if I would have worked on it, then I could have been in this place. And. But also there's times where you work on something for a really long time and then you don't get anything from it. And so there's that side of the coin as well. But it sounds like in your case what happened is once you did revisit this opportunity, apply some of those skills and expertise that you had, you were able to benefit from seeing some substantial growth not only from your social accounts, but also just traffic to your site. And then eventually got back into mediavine. And now, you know, it sounds like you're at a point where you're getting more traffic than you ever did before. So take us back to the point where you made the decision to focus more on it. And why did you make that decision?

Yeah, so I think even when I was kind of neglecting my blog, it's still, you know, I think I'm like inherently creative person, so I still loved, you know, taking photographs of the food that I created sharing here and there, especially on my social accounts. And then I think I got to a point where I was like, okay, I've got more time. This is something I'm really passionate about. Like you were saying about started that first blog, then realized I wanted to go into food. So by the fork was always been like, I was always like, even if it's not a business, it's going to be more like my passion project. So I started sharing, still fairly inconsistently, recipes on the blog on my social accounts, and then just started getting into more and more of a role doing like videos on TikTok and Instagram Reels. So I was kind of. My traffic on my blog wasn't necessarily going up. It was still kind of like 5, 6k sessions a month, but I was like enjoying it, kind of feeling like I was getting in my groove. And then I think it was August last year, mediavine said, we're taking you off our network. Which, to be fair to them, I was maybe earning $20 a month at that point. So it wasn't like a huge financial hit. It was more of just like, ah, now I've got like 10 income, you know.

Right.

And then that same month, a TikTok video went viral. So it was literally within the span of maybe three weeks. I was demonetized on my website. And then a video got. I think it now sits at like 6 million views, but within a week it got maybe 3 million views. And my TikTok followers went from like 300 followers to 40,000 in like five days. And it was just this crazy like, oh, okay, my blog traffic is maybe not monetized instantly, but clearly there's something here that people are enjoying. And it really, like, lit a fire under me that like, oh, this, this still could be something.

Yeah, it's validation that the things that you are creating resonate with people and yeah, that it can get attention, it can get traction. And sometimes all that it takes is seeing that happen once to say, okay, I did this start to finish, created a video, came up with a concept, and it got 6 million views. That can be kind of that motivation to say, like, hey, I can be somebody who creates in the world content that people consume and they like and they enjoy. Can you talk about any. And at this point, like, you have 110,000 followers on TikTok, that's obviously a really important platform. Can you talk about what it was like to build the traffic back up on your site? So demonetized, you know, you didn't have the traffic but then you have this video that goes viral. You maybe catch some traffic from that video going viral to an extent you can talk about that. And then what does it look like from there to start to build up and to gain that momentum again and what do things look like now?

Yeah, so I think even before that happened, like I said, I'd been working on the blog behind the scenes. Not much traffic was going on, but I had been still putting in the work, doing the posts and I think I was kind of at a breaking point where I was like, I'm putting in so much work and not getting anything back that if it hadn't been for that video going viral, I could have, well, just like shut it all down.

Just being like it's too much.

Yeah, yeah. Especially with like a young kid and working like a full time job. I was like, this is a lot. So yeah, that video went viral, I think. Yeah, traffic immediately went up because I post like all the links to my recipes on the blog. So I don't post the recipe like in the caption on social media. So yeah, definitely got like a kickback in traffic. So I was like, okay.

And was that through people seeing the video and then going to the link in your TikTok?

Yeah. And I actually, when I posted that video, because I hadn't really been focusing on like driving traffic, I hadn't posted the recipe yet. So I was in this mad rush.

To get the recipe recipe.

So yeah, that happened. So then I was kind of like, okay, I'm going to focus on, you know, creating similar videos, similar recipes to get that social traffic, but was also focusing on like more long term SEO recipes. So I just kept on doing a mix of both and it just slowly but surely started going up and up. And as my kind of pages have gotten naturally bigger, quicker, I think like you kind of seem to reach this milestone on social media where people are like, oh, they've got X amount of followers so they're more likely to follow you. And it just seems to sure grow and grow more naturally. So yeah, the traffic just like really started snowballing and now, yeah, I think last month was about 85,000 sessions a month, which is, yeah, the most traffic I've had in the whole history of having the blog.

Yeah. And that's at the point I feel like once you get to that realm of like a hundred thousand pages, you're using an ad network. That's where it starts to be meaningful. Like and it's obviously different for everybody and meaningful could even be you Know, a hundred dollars a month in some situation. I guess what I mean by that is it starts to be enough where you can start to. And obviously our mortgage payments are all different and our ad network amounts that we're earning are all different. But it's like, you know, oh, this could make a substantial difference in the day to day lives of what we're doing. And if you think of working a side hustle, if you work at a coffee shop or a grocery store or maybe you do Uber, like, that's where I feel like kind of the equivalent of a hundred thousand page views, it starts to look kind of similar to those side hustle jobs. But the difference is you have this autonomy, you have control over when you work on it. You know, it's not the rigidity of some of those normal side hustles. And that's a really good feeling. So could you talk about that a little bit? Just for you as a creator, what that felt like to go through the process of like rebuilding this thing after kind of being in this transitory kind of almost like, like blog purgatory period of like, where am I? Where am I going to go? And then eventually saying, hey, I'm going to focus on this and grow it. What did that feel like?

Yeah, it really feels like some validation that the work was worth it because I was for a long time, like, this is a really expensive hobby that I'm doing. You know, I was doing it because I was passionate about it and enjoyed creating, but I was definitely at a point where I was like, I'm spending a lot of money on the, you know, the blog and spending money on ingredients and, you know, time just creating recipes, photographing them, filming them. And now it's like, actually now this is a business and it's bringing in income. And yeah, it's massively validating that, like you put in the work and you actually get something back for it.

Yeah. Before we continue, let's take a moment.

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What does it look like when the traffic profile now for you? Because I know that SEO is a consideration but you've also been intentional to focus on like, you know, social media platforms and you've grown pretty, you know, a substantial following over a relatively short period of time. And know I think in as we were kind of trading notes, you had talked about, you know, growing from 3,000 to 135,000, you know, total is probably more today. And so you've been focusing on a lot of different areas and it's, it's not a full time gig for you. So like what does the traffic look like now to your site? Like where's that traffic coming from? And then the next question after that to see the question is like how do you balance that with a full time gig and a family?

Yeah. So traffic sources, yeah, SEO is definitely a big one, but it's quite well balanced with social traffic. So Facebook has become a really big traffic driver for me, which I wasn't expecting at all. So I post my reels on TikTok Instagram and then just cross post it over to Facebook. You know Instagram just has that feature that just lets you automatically share it on Facebook as well and I started seeing really good traction on there. My page grew really quickly and then I started posting beyond reels on Facebook just Posts with like links to the recipes and that's, yeah, become like a major traffic driver. And then TikTok and Instagram can be big traffic drivers for me, but it's definitely like, if I get a slightly more viral post, then I'll see a spike, but it's. It fluctuates a lot more. Yeah, yeah.

Can you talk about the traffic on Facebook? How does that. What has worked well to get traffic from Facebook?

I think I definitely wouldn't say I'm a pro. I'm still definitely dabbling. But for me it was like. For my blog, it's potatoes. Anything potato related just blows up on my page. But just sharing literally a photo of the recipe. A really quick, like more personal comment rather than being like a description of the recipe, but like, sure. Something actually from me and just sharing a link. I did that last month and just One post got 6,000 views in a day just from that one blog post, which for me was like the most traffic I've seen in a long time. So I was, I was buzzing.

Yeah. And when you say 6,000 views, like 6,000 people from Facebook came to your PA page after sharing that. Yeah, yeah. And you know, it's interesting, in our world, you can start to kind of crunch the numbers on that and say, like, okay, if you have 6,000 people and just conservatively, let's say you have like a $30 per minute, you've just created a transaction of 180, maybe 200 just by creating this singular piece of content. And then so then if you can start to get strategic and say, okay, what are the variables that existed within this and how do I potentially replicate that? Okay, these ingredients, Maybe it's this specific type of recipe or like sharing it in this way or this medium, that's where you get the compounding in this world. And you can start to, to build off of that and say, okay, great, let's try that next week again and do something kind of similar, but just different enough. Can we repeat that? That results in another, you know, $150, $200. And so from a business standpoint, what we're doing as content creators is being curious as to what's working and then trying to replicate that in a way that doesn't feel like an exact copy of something we did before, but also has some of those same elements. So were you able to distill down? I mean, you talked about the ingredient being one of them with your audience, but was it like also the post type, like, you talked about it being a photos Right. It wasn't a video and for some reason it just seemed to work well and kind of was viral.

Yeah. So the first ever video that went viral for me was like a potatoes and whipped feta one and then this post again was a slightly different potatoes and whip feta one. So I'm definitely, I feel like social media does have the potential to niche you down a lot, but I think you can either try to shrug that off and go wider or you can lean into it. And I kind of am trying to do a bit of both. I'm kind of leaning into what obviously hits well with my audience and those are the recipes that they really like and every kind of one that I do similar to that hits really well. So I'm in my books. It, you know, if there's a demand for it, then I'm going to meet it.

Yeah, totally. And you know, there's all different ways that you can do that, from the ingredients to the type of content that it is, how you're maybe structuring the description. So what about your day to day because you have, you know, three year old, that's obviously very time consuming and you also work in a full time. Like in the US we'd say a W2 job but like a full time salaried position or is it a contractor position and then you have this as well.

Yeah, well, so that was the case until last November and then I moved to be like fully freelance. It was. Yeah, my employer just were very accommodating to me, you know, grow my businesses and just let me basically switch to freelancing. So that's been great because I can be a lot more flexible. So for example, now I can film recipes in the day and then do my, you know, normal work in the evenings. So sort of thing.

How, how do you decide? Because my guess is there's a lot of people who are in a similar position and they're trying to balance these important things. We, we are all passionate about our businesses and want to figure out how do we grow those and invest in those. We also know that there's great security in having, you know, a salaried position or a contract freelance position where we're able to, you know, on any given week, any given month say we're going to work this much and we're going to get paid this much. That's a really good thing as well. And then we have our family and that's something that we want to invest in and be present to. So when you look at kind of the Landscape of everything that you have in front of you. How do you make decisions around, hey, I'm not going to do this freelance work in service of focusing on my business, or I'm not going to do this business work in service of focusing on family. What does that look like for you? And the context for it is, I think it's helpful for us to hear other people and how they process these decisions.

Yeah, it, it definitely is tough at the moment because I find myself, if I am short on time for, you know, childcare reasons or something, it's definitely my businesses that get sacrificed still at the moment, you know, obviously prioritizing clients first. I try to be a lot more rigid about my schedule. Like, I'll literally list out all the things I need to get done. I'll like set a timer on my phone and be like, right, you need to get this task done in 45 minutes. Because, yeah, time is so important, especially when you want to make time to have with your children and balance everything together. And yeah, I think it is a lot of sacrifices and just having that social free time to, you know, sit and watch TV in the evenings or something. But my reasoning is that, you know, I'm working hard now so that next year my life looks different. And already it looks so different to what it was a year ago. And I'm just slowly, slowly tipping that scale to where I'm like, okay, this evening you don't open your laptop and work all evening. This evening you actually take some time to do something that's not work related.

Yeah, that's great. I think a lot about this idea of, part of how we can look at the work that we're doing is making deposits. So, like, you're building a business, you're making deposits. And I think we should also be aware of the potential that we can make withdrawals from our business as well. And that might look like taking time away to visit family or going on a trip or, you know, whatever it might be. And it's less of this perfect equilibrium on a day to day, week to week basis, but more of thinking about it as maybe seasons. And you have a season of, you know, maybe working more than you would ideally work in service of a future season where you're maybe working less than you would if you had a normal salary job. So when you think of forecasting out, just out of curiosity, what would your ideal be? Like, what, what are you working towards?

For me, so obviously my daughter's three, so in my head I'm like, okay, she's going to go to school in a year, two years. So I'd like to be in a position where when she goes to school I can pick her up at three school holidays on an issue. I can be flexible because I just manage my own businesses. So even though it's difficult to build a business when you've got young children, I'm also like, I'm working on it. So when she gets to the school years, I've got that freedom.

Yep. That flexibility and the time. And so much of it comes down to that. Like, I think for a lot of us, we want a successful business. We want something that is, you know, monetarily successful. But if you really drill down to what that means, it's like it covers our needs in order to allow us to have autonomy and flexibility to some degree. And that is such an intangible, valuable thing that's really hard to quantify. But like it's, it's important in so many different ways, especially in the context of family. And that's where you can, you know, they. In the world of startups, there's this startup incubator called Y Combinator. I don't know if you're familiar with it, but the founder of that talks about for startups, which is different than what we're doing, but he talks about compressing your career into five years, which is like, I don't think that's what any of us are trying to do, but you can imagine like a 20 year or 30 year career for normal people. And he talks about for a lot of startups it's like you take that and you like smush it into this five, six year period. Obviously it looks different for everybody in terms of how they approach it, but it does take a lot of time and energy and work to get to a point where you have something then that allows for that flexibility and autonomy later on. What have you found to be the most valuable things to do right now? Like where is the greatest return on your time, knowing that time is this really valuable resource?

That's a good question. I think. What? For one thing, for me, updating old posts has been really valuable. So I every post I do, whether it's new or old, I do the blog content, I take photographs and I film a video for it. So I do it all in one. So looking back at old posts that have like a bit of potential but have less work to do on them, maybe just need some new photos and a video filming and then I can just literally link straight to that old post that's been a really great way to like save time, but also get some good returns both in social media and SEO traffic.

Yep. Yeah. And it's looking for those things that you can do in that limited amount of time. You know, maybe if you do that one hour, you set a one hour timer and you say, okay, here's how much time I have in that amount of time, what is going to be the thing that for your business is going to give you the greatest return? Oftentimes, you know, it's not creating something from the ground up, but saying like, hey, what do I have that is pre existing that's there that like I can further kind of double down on the success of that. And a lot of times that ends up being updating an older piece of content not with the attempt of taking something from zero to, you know, position one, but maybe it's in position five or six and you want to kind of try and improve that a little bit. Or a lot of times you see people who know that there's a certain piece of content for whatever reason that monetizes really well, so you're able to earn a lot from it. And then being strategic and saying, you know, I'm going to create content and point people to this piece of content because I know that it earns really well as a post for whatever reason from an advertising perspective. So as a last question, Yasmin, when you look back to that season, you know, when you had just been kind of demonetized, for lack of a better word, and it was kind of like a little bit of a bummer, my guess is got punch. What would your advice have been to yourself knowing that one of these kind of future unlocks was coming down the line where you have this video that goes viral and it puts you in a place today where you're able to kind of scale back on your regular work and kind of adjust your life schedule. So what would your advice be to your past self?

I guess keep going. But also don't get so bogged down in the immediate to focus on not just the next month, but focus on the next six months and the work that you're doing to put yourself in a better position in the future. I think it's really easy to take the kind of hits that come day to day and not take a step back and see the bigger picture and actually see how far you've come. And even though that was a big hit to my business, now it's just a little blip in what is already growing into something Bigger than it's ever been.

Yeah. There's so much to be said about staying the course. And, you know, we're in this season as creators where there's. It could probably be said of, like, any stretch, but there's a lot that's happening right now and a lot that's changing. And, you know, I've get every week an email or talk to somebody who's like, gosh, I've just got, you know, or not even just. But, like, I've been hit with, like, this Google algorithm update and, like, I'm not able to get the traction that I could before. Super discouraging. Or I was able to grow really quickly for this stretch on Instagram and now I can't. And that's super discouraging. And if nothing else for people to know, it's a really common thing. It's happening to everybody in different forms. And if it hasn't happened to you, it will eventually, if you stay with it long enough and if you have the ability to stick with it and to continually to continue to create inspired content, like, there will be those opportunities that come and it's the right person, it's the right time, it's the right algorithm change. Something happens where you're able to be in good favor again. But so much of it is just staying the course, which is really hard to do. And your story is a good example of staying the course, and you have these moments and these opportunities. It's this idea of, like, luck wears overalls. Like, it's hard work. Luck is hard work. And part of the reason why you got quote, unquote, lucky with a viral video is because you had been producing good content over a long period of time and continually showing up to do that. So I think it's a great reminder for us as creators in a season where there's a lot of kind of shifting sand and the foundation doesn't feel super strong to say, stay the course, continually show up and create good content. So really fun to hear your story, Yasmin, for anybody who wants to follow along with you to check out what you're up to, where is the best place to do that? And we'll include those in the show notes.

Yeah. So by the forkful dot com. By the forkful on TikTok. I think it's by the forkful underscore on Instagram. I haven't managed to snag the original.

You'll get it. You'll get it.

Yeah. But, yeah, probably on Instagram, if anyone wants to dm me or anything. I'm an open book.

Well that's awesome Yasmin. Thanks so much for coming on. Really appreciate it.

Thank you.

Hey there. This is Emily from the Food Blogger Pro team. Thank you so much for listening to this episode of the Food Blogger Pro podcast. I am popping in today to share a little update for our Food Blogger Pro members on what you can expect to see in the membership. In the month of May. We kicked off the month publishing a coaching call with Cameron and Sarah from the blog Plant Bays. This is an awesome coaching call. It's a long one, but we just really enjoyed hearing more about their story. And as a small teaser, we enjoyed this coaching call so much that we decided to make it into a podcast episode for everyone to hear. So just stay tuned for that later this summer. Next up, on Thursday, May 9, we'll be having our live Q and A all about republishing content. This Q and A will be with Eddie Mercado from Raptive and will be a great opportunity for you to bring all of your questions about what content should be updated and republished, how to do it, what the importance is for SEO, all sorts of good topics like that. Last but not least, on May 23rd we will be publishing a course all about video editing on Capcut. Capcut is a really user friendly program for editing videos and this will be a helpful course for those of you who looking to get started or level up your video editing. And Natalie is taking the lead on that and we're so excited to share it with you. So that's what we have in store for May. As always, there will be lots of goodness going on in the forum and elsewhere in the membership. So if you're interested in learning more about the Food Blogger Pro membership, just head to foodbloggerpro.com membership to learn more. We would love to have you make it a great month and thanks again for listening. We'll see you next week.

Sam.