Matt Gemmell, writing SEO for Non-dicks:

I’m asked sometimes for advice on building an internet presence, and I usually have to fumble for an answer – because I haven’t pursued any particular strategy beyond the glaringly obvious: create original, relevant content repeatedly.

He’s right, of course, but it’s not quite that easy. The stats in Gemmell’s post that he says aren’t massive nonetheless dwarf those I get, and, from what I hear, my stats are larger than some people I know who are writing great stuff. I’d argue the same sort of effect we see in the App Store is just as rampant on the internet in general, in that big brands (and people can be brands in this context) get lodged in people’s heads, regardless of whether they’re writing great content or utter bollocks. It’s also well known that sites that update more often get more hits, even if the content is churn-based tat that you can read on a million other sites. Now and again, you get a ‘breakout indie’, which is where I’d place Gemmell—smart, intelligent writing that bucks the trend of ‘churnalism’ that’s depressingly common these days.

The thing is, content is all that should matter for most writers at the personal level, unless they’re naïve enough to think their blog is the road to riches. Revert to Saved bumbled about in various forms for a bit, before settling in its current incarnation—largely tech-oriented bitching from a largely tech-oriented writer. It was never meant to be anything massive, although I am hugely grateful when people read my stuff and it sparks discussion, either online on other blogs, or directly with me in the comments or on Twitter. And then there is always that possibility that audience and traffic will grow, The Deck will come knocking and you’ll be able to make something of a living off of your own project’s writing, rather than solely writing for others.

Of course, traffic tends to only grow if you’re a dick (write often, rip-off others, use dodgy SEO) or a talented non-dick who perhaps gets a bit lucky (or makes their own luck). I’d certainly rather be the latter than the former.