My Blogging Story
I have been blogging for almost 20 years.
Started in the old-school theme of Blogspot.
Much has changed in the blogging sphere – and the vegan world since that time.
I began blogging to share my passion for vegan cooking, to offer recipes, and also my experiences.
What I did not know at the time was that blogging was developing into big business (for some).
And I went about my merry way. Talking about cooking, sharing my vegan parenting moments, and eventually sharing recipes and better photography.
Without a clue about SEO. And continued blogging for years without SEO knowledge. I just wanted to share recipes, didn’t realize there was so much Google science behind it.
Fast forward almost 20 years, I’m still working on SEO, and blogging has become a big business.
For some.
There is a widespread notion that bloggers make a lot of money. And profit greatly from ads and brand partnerships.
Some do.
Costs of a (successful) Blog
What is not known is the costs of maintaining a blog and social media presence. This includes (but is not limited to) domain and web hosting fees, technical support, website plugin fees, security fees, email list provider, video streaming service, and photography.
These are the less costly aspects. More costly? Social media assistants (starting at $300US monthly) and SEO experts ($1K/month and beyond) – because if you are trying to create content that reaches people, you need it.
Who has time to be an expert on FB, IG, Pinterest, TikTok, and … and still create good content? Each platform has different algorithms and requires SEO knowledge. And, those algorithms are designed in such a way that we need to “boost” our posts on FB, IG, and beyond – in order to have our community actually see the posts.
Additional costs to boost posts… OR you join groups on FB that share each others posts. Yes, there are groups of bloggers that regularly comment on each other’s posts and share them to FB, IG, Pinterest so that they will get some traction. I’ve done it myself, and that cross-promotion drains the joy out of recipe creation.
Then, we have costs of time and food expenses, which rarely think about because I love my work.
So, we aim to cover some of those costs with affiliate programs and website ads. Wait, you first need to have a large enough social media presence to apply for some affiliate programs. As for ads? Some advertising platforms require a minimum of 100K monthly traffic (and I don’t have that volume after almost 20 years of blogging).
But then ads are frowned upon by many readers. Hey, I agree: ads are intrusive and bothersome. And readers can frown upon sponsored posts: how can we trust bloggers that are always promoting different products?
Blogs and SEO
Let’s get back to SEO for a moment. In order for our posts to rank in Google searches, they need to meet certain criteria, having:
- a minimum word content (which is why bloggers “chat” in posts)
- keyphrase – but don’t overdo using that in the post!
- SEO title – not too long, not too short, but like Goldilocks… just right
- metadiscription: another goldilocks moment
- photographs that are branded with those keywords
- internal and outbound links (don’t get me started on nofollow/dofollow links)
- decent grammar (for some reason I never have enough transition words) 🙄
I admit that I’m writing today in a moment of a lull. A low. Feeling somewhat discouraged in my online presence or perhaps my business acumen.
Sidenote: Just noticed my SEO plugin is telling me this blog post is a good length. #GoodJob! (it actually says that, minus the hashtag)
Blogging, Social Media, and Cookbooks
I sound jaded. I’m not. I still love my work. I’m just trying to figure out this puzzle.
Despite working very hard at what I do, I feel like I’m running uphill. On social media, with my books, with my blog.
But, Dreena, you’re an accomplished vegan cookbook author! Don’t you make good money with your cookbooks?
I really thought Dreena’s Kind Kitchen would be a bestseller. I have it on my dream board. 💚 It has the potential. I’m still honored and stoked that it won the IVFF award. Still, to date, book sales for Dreena’s Kind Kitchen are at about 5k. I have 50K followers on FB, 27K on IG, have been blogging for almost 20 years – and my book has sold just over 5k copies in 6 months.
Authors make an average of $2/book. And so I supplement my earnings through affiliate sales, ebooks, and ads (which currently) about $20-30/day, unless it’s the holidays and ad revenue can triple.
Also, I could affiliate with many brands with sponsored posts on FB and IG. But, it’s not where I want to be in this space. And, I am not judging others doing it. It’s just not where my interest is with this work.
Why Blog, Then?
I don’t have a high volume of blog traffic. Or really huge social media followings. Respectable, but not huge. That’s what she said. (hey, I need some humor here)
So, why blog then?
Because what I do have is a trusted relationship with you, my readers. You trust my recipes, and you trust that when I recommend a product, it’s because it’s one I use and love or would buy again.
And because ultimately I still love my work. I love the process of recipe creation. And enjoy blogging (despite all the SEO rules).
So I share this today for my own need to express. After all, that was the original purpose of blogging.
Also, I’m writing this today to explain why I have these annoying ads on my site (because I receive complaints about them regularly). I’d rather chuck them, but they help offset my costs of blogging.
Finally, I write this for the countless other authors and bloggers out there who are piecing together this puzzle. Who love their work, dream big, and yet still find themselves running uphill. Or at the very least jogging in place.
I realize I am extremely fortunate. This is me explaining, more than complaining. I count my blessings every day. My children are happy and healthy and have many opportunities. I have many opportunities and am able to continue to do the work I love because my husband’s income has largely supported our family.
So yes, I’m explaining, not complaining.
Explaining for myself and others out there doing similar work. There is more than meets the eye. We have dreams and goals and are working towards them.
And one day, we might just get lucky with Google, FB, IG, or youtube. Or get really fit running uphill.
Yulca says
Dreena, thank you for this candid post. You are helping people everywhere to eat healthier every day, and it simply sucks (pardon my French) that this doesn’t equally translate into earnings for you. The work you do is amazing and benefits so many people. I especially love PPF, and have gifted it to others with kids, so you are already leaving your mark on the next generation, helping them to a lifetime of thriving healthily on plants.
This is not paying any of your bills, but still: THANK YOU!
Candace says
Thank you for the eye opening explanation of food blogging. WOW
Thank you for all the blog posts, recipes and really wonderful books.
I am glad you are still loving blogging as we would be lost without you!
Trish says
Hi, Dreena. I first discovered you on the Plantsrong podcast a few months ago, and subsequently subscribed to your email. I just love that you’re so down-to-earth and relatable. I’m always happy to see you in my inbox! Thank you for sharing the struggles of blogging. I had absolutely no idea what was involved. I appreciate you and what you bring to the vegan world!
Lisa says
Dreena, Thanks for the education piece. It’s an eye opener to learn what goes on behind the scenes of food blogging. Since becoming plant based last July 2021, your site and YouTube channel has become one of my favorites on my journey of learning/enlightenment. Your recipes are trusted, reliable, and flavorful. I appreciate both the candid and professional nature of your YT channel as well as the wealth of knowledge you share. I have been working my way through your Plant Powered Families book and enjoying the recipes I’ve tried so far from Dreena’s Kind Kitchen. Just wanted to share my appreciation for your passionate work in the plant based world. Your long term commitment to this movement/lifestyle is impressive. You are making a difference in this world.
Mrs. Plant says
Dear Dreamy D,
I feel your pains, too. But, we have to also know and believe that we are making a difference. You DEFINITELY are!! We’ve wowed so many of our friends and family with your recipes. We just need to tell you how much we appreciate you more often. I hope you know I adore you.
With Love from TX,
Mrs. P
Kim Baker says
Dear Dreena, I feel kind of guilty cus I have ‘fallen off the planet’ since the Holidays and then getting Covid. I am still kind of recuperating!
My Family are business owners so I can relate to your experience with some imagination , from what we experience in our own realm.
I want to encourage you!
I share about you and praise you among my circle cus I really like your recipes. I trust that you have integrity in the products you promote, and I love the way you connect.
Anyone want a shmoopy??????
xxxooo
Kathy Timme says
Thanks for sharing your experience Dreena. I had no idea how many hoops you must jump through. I appreciate all the wonderful content you share. You are awesome!!
Trish Hall says
Thank you for this post Dreena. You were one of my first inspirations to blog my vegan recipes. My blogging is just an expensive hobby for me so far and may just stay that way for all the hoops that you mentioned. So much work and so many things to learn and incorporate into what is supposed to just be a good recipe that I want to share.
So, again…thank you for telling everyone the real story.
Elsie says
Dreena, good morning to you. I have all your books. The last one arrived this week. I didn’t have a clue how little revenue you received. Thank you for explaining the blogging experience. I appreciate all the hard work you put into developing recipes. When I search on the internet for new recipes I have a problem choosing one because they always seem to say “ the best….” I know for a fact if you say the best…. It most certainly is. Much love sent your way with blessings. Thank you.
Amber Sahul says
Having only recently found you within the last year through Chef AJ and Nutmeg Notebook. I’m a relatively new follower, but what I love is that your recipes are actually tested by yourself and other real people and not thrown out there. I’ve purchased Dreena’s Kind kitchen and ebooks and love them all. I’ve made many of your recipes and DKK is one of my favorite WFPB books that my husband and kids really like! Your recipes actually turn out the way you say they do and as a result many have become my go to’s (zucchini Fritters, fluffy pancakes, Marina Sauce, No Butter No Chicken, Apple Sauce, Top of the Muffin to name a few) All of the extra tweaks and suggestions you provide make all the difference and allow the person making your recipes to modify as they would like. It makes me sad that more people haven’t found DKK. I’ve been enjoying your shorts and tea time where you discussed tofu. Also I found pomelos through you:) Thanks for all you do and I don’t mind the ads and I’ll watch and buy whatever you put out. PS I’m making your Quiken Noodle Soup tonight. Maybe a montage of some ideas to help older kids (8-11 and 11- up) transition to plant based:)
Brigitte Gemme says
Hi Dreena, I am so glad you have decided to share openly about this as it is very important for the community of people who visit food blogs such as yours or mine to understand the economics behind it. Supporting home cooks by creating recipes and teaching skills isn’t just a nice hobby! There is a significant cost to the community service that we provide, to say nothing of the time invested. I personally am making different choices as to how to generate an income from my site, but I profoundly respect your choices.
As for the book sales, I am coming to wonder if you might make more revenue from self-publishing your next book. Sacrilege! I know. But you provide amazing recipes in a narrower niche (whole foods, super healthy plant-based cooking) than some of the other food bloggers out there. I bet you might sell as many books if you published them yourself (or worked with a team like Jesse Finkelstein’s Page Two) but you would get WAY MORE than $2 per book. Just a thought for your next opus! But obviously there is more project management work involved.
Keep up the amazing work! I will be right there with you developing buns of steel as we run uphill. 🙂
Gina says
Thank you Dreena for all that you do! We’ve been enjoying all your cookbooks for so many years. Each time a new one comes out it fills us with such excitement. Didn’t realize you get such a small amount! Thank you so much for taking the time to invest in so many of our lives! Thank you for not stopping
Leslie says
I can’t believe Dreena’s Kind Kitchen only has 5k sales, it’s such an amazing cookbook! I hope it gets the sales it deserves. All of your books are amazing.
Laura Spinosi says
Dreena – what an eye-opening explanation and allowing us to peek behind the curtain. I purchased your latest book because I love your recipes and also it’s my way of compensating for all you do and all the freebies.
Aside from buying your books and e-books, it would be helpful (to me) to understand if there is anything else I can do to support you. Not understanding all the SEO stuff and algorithms, is there anything we can do in FB, IG, etc. to increase your presence?
Cheers!
Laura
Michelle says
Thanks for the information of what goes on behind the scenes in the world of blogging. I have a new appreciation for you and other bloggers of how much hard work goes into it. I love your site, recipes and content and honestly don’t mind the ads at all. Thank you for everything you do and all the wonderful content you put out.
Jocelyn says
You’re so authentic and graceful. Plant Powered Family was the first book I bought when I started transitioning my family. Grateful for all you do
Gina says
I love you Dreena. I trust you and I’ve been reading your blog for 10 years now! Bought your cookbook, too. Please never stop.
Cyd Notter says
Your post today resonated with me on many levels. Having blogged for 12 years now, and not paying much attention to SEO for most of those years, has left me constantly striving to grow an audience without much traction. I’ve spent a lot of money on marketing courses, social media “experts” that didn’t help much, and ads that didn’t cover my costs. It’s definitely not for the feint of heart. But I learn and grow with each passing year and am grateful for the faithful readers who keep me motivated. Thanks again for your transparency on this matter 🙂
Michael says
Thank you for all do and explaining all that is involved in creating a blog. As much as I like reading them , I had no idea what it takes.
Sandy says
My son is a SEO, and I’ve never understood really what he does. Who knew that a blogger I follow would enlighten me?
Ann says
Thank you for that candid behind the scenes glimpse and for all that you do. Unless those people who complain about ads send you money ignore them.
Michelle says
Hi Dreena! Thank you for this much needed explanation! Having published books and written a blog and knowing all of the costs and work involved, I am always grateful for the vegan bloggers that I follow. Try to ignore the people who complain about the ads. There will always be some that expect to receive everything for free without having to scroll through ads. I’ve even seen people complain about having to read the blogger’s recipe description. The sense of entitlement is real!!
Robert says
Some time ago I used to bring baked treats into work. “Macadama White Chocolate Chip Cookies” from Eat Drink & Be Vegan were a favourite of mine. Someone (non vegan) told me it was the best cookie they had ever tasted. I think I used dark choc chips though.
Kim says
Yes, yes, yes!! I used to be something in the blog word many, many years ago. I had decent numbers, I got free things (OXO!), I was sponsored, etc. But… it took such a toll on my family. I enjoyed it so much, but I wasn’t present, I was always making food for the photo, etc etc. Then my parents got sick, and well, that was it. I still take photos of my food, I play on Instagram, but now I do it for me, not for the numbers. I miss the interaction, I miss “being someone”, but I’m happy without the stress and the requirements to keep it all going. Thanks for putting this out there! I really don’t think people know how much goes into it all for not much $. Thanks for doing all you do! Photos of your recipes make it to my insta page too 🙂
Wendy Rogers says
It really sounds like a pain having to juggle all those platforms! If you decide to drop one of the social media platforms, I vote for getting rid of IG. It must be hard competing with the many people who flood the internet with recipes that are all free. Those are often not properly tested, like the ones in your books. So I’m glad you haven’t given up. I love your cookbooks!
Karen says
Thank you for the explanation of everything that goes into what you do. Just wanted to say that you are appreciated and your recipes are favorites for us.
flora says
Thank you for being so transparent and for choosing to share all of your wonderful ideas, tips, and recipes with us despite the MANY obstacles to doing so! Your work has been a lifeline for me and my family and I so appreciate all that you must balance in both your personal and business realms to make it happen.
Laurie Bleeks says
Thank you for sharing. I had no idea. The SEO piece sounds awful. Quite the accomplishment to figure all of that out on top of all that you do but I can appreciate the frustration. I have so appreciated your words, recommendations, and of course your recipes. Kind of like having a big sister helping me figure this out. Your first cookbook was the first one I took out of the library and I’ve changed our diet as you’ve changed. So thank you!
Heather says
Thank you for putting yourself out there in your Posts and Blogs, Tea Time’s & in the beautiful, healthful recipes you create. Making them available to us in your books. It’s much appreciated!