Freelance Without Filters Issue #1

A rant about those annoying stories with every recipe online

How do you feel about cooking? For me, it’s one of the most satisfying things I can do in life. I start with an idea or a flavor, I have full control over the cooking process, and I have the entire internet available for finding new recipes anytime the mood strikes.

And if you’re anything like me, right there is where the process becomes very… un-satisfying.

“The color of the roasted veggies reminds me of my college days, when I was cooking Totino’s pizza rolls for the whole dorm in an Easy-Bake Oven…”

(Real talk? If one of those recipe pages actually started with a story like this, I’d read it without a second thought!)

But usually, the little stories that preface recipes online just go on…
And on…
AND ON…

About something that seems maybe tangentially related to the recipe at best. (And as ADHDers, we’re pretty damn good at finding connections—so it says a lot when we don’t see a point to the recipe story!)

The good news? I’m a writer, and I freakin’ loathe those stories just as much as you do.

The bad news? Don’t hate me for this, but… the truth is, you would never even find those recipes if the annoying story wasn’t there.

It all comes down to a little something called SEO, which stands for search-engine optimization.

So, what is SEO? It’s the process of making sure that Google (or Bing, or Duck Duck Go, if those are your jam) can look at any page on the internet, figure out what it’s about, and make sure it pops up when you search “best ever white chocolate raspberry cheesecake bars”.

(Don’t worry, I would never mention food without sharing a link! Here’s my favorite recipe.)

What it means is that, without the long story, these recipes would never appear in your search results.

Isn’t that wild? It’s amazing how something that just about everyone agrees is annoying and off-putting for readers, can actually be a critical element of even getting found by those same readers.

Now, if you’re a curious one and you clicked the link above, you might have noticed: “Wait a second! There’s no story here! Just information and tips above the recipe!”

That is what the smart recipe websites are doing to stay relevant. Instead of a rambly story that might not have even happened (I always wonder just how true those stories are…) you get actionable tips and answers to common questions.

Plus, Google et al are still able to look at that page and say “Hey! She talks a lot about white chocolate raspberry cheesecake bars. Let’s make sure this pops up as a result when people search for this phrase!”

Best of all, you could be the one writing all of this. I’ve done it for a few clients of mine over the years—they write the recipe, no one finds it online, they realize they need more words on the page, and… they call me!

I love to cook, so I love these recipe projects too. Ever thought about doing something like that yourself? Respond and let me know—I’d love to help you get there!!

Keep kicking butt and spreading kindness,

Shelby

P.S. Full disclosure—I wrote this newsletter while waiting for chicken legs to finish brining (another 22 minutes to go!). There's something so rad about writing about recipes while actually making something, I just love it.

What are you multitasking on while reading this? Working? Procrastinating? Hiding in the bathroom for five minutes of peace? No judgment here—we’re all just doing the best we can, with what we have, where we are!