From Search to Brand: The Real Reason Your Blog Isn’t Growing (Yet)

There’s a mindset shift happening in blogging right now, and if you feel like your content isn’t gaining traction anymore, this might be why. For years, we’ve been told to optimize for search. We’ve followed SEO checklists, used keyword tools, and written posts that checked every box. But in 2025, that’s not enough. If your blog isn’t growing, it’s probably because people don’t know you yet.

Welcome to the age of brand-first blogging.

New here? Start with our main post on whether blogging is still worth it in 2025. It breaks down the 8 biggest shifts bloggers need to know this year—especially if you’re navigating the age of AI.

Watch the full Coffee Break conversation for more behind-the-scenes insights, personal stories, and a whole lot of real talk about what it takes to grow online right now:

People Need to Know You Before They Click

Search is still a thing, but now it’s more powerful when people are searching for you. Think about it: how many times have you skipped Google and gone straight to your favorite recipe blogger’s site because you trust her? That’s what we want to build.

I call it “zucchini-lady energy.” Francesca and I always joke about this German creator who built her whole identity around zucchini recipes. It’s weirdly specific, but also genius. When I need a zucchini recipe, I don’t Google. I go straight to her. That’s what happens when you create memorable content and consistent value around your core topics.

Build Association, Not Just Rankings

The real magic happens when people associate you with a topic. If someone thinks “planning my week” or “intentional blogging,” I want them thinking of me. That association turns random traffic into community, and community is what leads to trust, engagement, and ultimately, monetization.

This takes time. It doesn’t happen with one viral post. You have to show up consistently, with content that’s clearly yours: your voice, your vibe, your visuals. If your blog and social media look and sound like everyone else’s, you’re forgettable. But if you say something that sticks, or show up in a way that’s undeniably you, people will remember.

If Your Blog Isn’t Growing, Play the Long Game

We’ve both been blogging long enough to know that the timelines people preach online are often unrealistic. Six months to monetization? Maybe if you go viral and everything lines up perfectly. But for most of us? It’s a slow build. Two to three years of consistent, strategic content is what it actually takes to become memorable.

I know that sounds like a lot. But here’s the thing: you don’t need to go viral to succeed. You need to stay visible. Keep showing up. Keep saying something that matters. That slow, steady growth adds up.

Ready to Make the Shift?

Let 2025 be the year you stop chasing algorithms and start building a brand. Focus on creating content that only you could create. Tell stories. Be specific. Be consistent.

You don’t need to be everywhere, but you do need to show up with purpose.

Got questions or just want to vent about the state of blogging? Drop a comment, this is a safe space.