Episode 251: Boost Your Seasonal Traffic by Rounding Out Content Buckets with Amy Nash

251 Amy Nash

Amy Nash: Hi, this is Amy Nash from House of Nash Eats and you are listening to the Eat Blog Talk podcast.

Megan Porta: Hey, food bloggers. Welcome to Eat Blog Talk. I am your host, Megan Porta. Today, Amy and I are going to have a super fun chat about how to level up seasonal traffic by rounding out content buckets. Amy is the photographer and recipe developer behind House of Nash Eats, which she started five years ago shortly after having had her jaw broken in five places and living off of protein shakes while her jaw was wired shut for six weeks. She’s a former lawyer and adoptive mom who loves sharing family-friendly dinner recipes, decadent desserts, and a modern from-scratch approach to comfort food. She helps other people gain more confidence in the kitchen. Many of her recipes are inspired by having lived in many parts of the country and her travels to other places. Oh, my gosh, Amy. Now, after reading through your bio, I remember hearing that story on Instagram, about your jaw, which, oh my goodness. That is so crazy. I can imagine that was heart-wrenching, but I’m sure you’ve taken good things from it. We all grow from those hard situations. I’m just thrilled to have you here today. Thank you so much for being here, but we all want to hear your fun fact before we dive into our topic. 

Amy Nash: Okay. Thanks for having me, Megan. I thought about what to do for my fun fact, and usually it’s about breaking my jaw, or having that broken, but I thought I’d actually shared that when I was a kid all over, but in Southern California, for part of my childhood, I was a performer. I loved to sing and dance and I regularly performed at Disneyland on one of their stages in a children’s theater group. 

Megan Porta: Oh my gosh. That’s really cool. How long did you do that? 

Amy Nash: Probably three and a half years before we moved again. I couldn’t do it anymore. But it was like my childhood dream to one day work at Disneyland and be one of the performers because I loved that experience so much. 

Megan Porta: Oh, I love that. So I have to ask, because I lived a few years in Southern California as a kid too. Where in Southern California were you?

Amy Nash: I was a little bit inland in a city called Chino Hills. 

Megan Porta: Oh, I lived in Palm Springs with my mom for fifth, sixth, seventh grade. I know where Chino Hills is. Cool. Yeah, good to have that in common with you, but I was not a Disneyland performer, which sounds way cooler than what I did. So I love that fun fact. You’re here today to talk about leveling up seasonal traffic, which I think is so huge. It’s something that we don’t always think about. You mentioned in the topic title, rounding out content buckets. Can you talk us through what you mean by that?

Amy Nash: Yeah, absolutely. So when I very first started my blog, I remember setting up categories and I was like, oh, I don’t have enough recipes in this particular category. So I would focus on that. And I guess that’s what I think of as a content bucket is a category that needs to be filled out all the way. How we group our content together. 

Megan Porta: A lot of us have categories ranging from, I don’t know, from five to what do people have, up to 20 ish? How do you find those categories that you really need to round out or do you round out all of them? 

Amy Nash: That’s a great question. So I guess the reason this really came to the front of my thinking when I saw a few years back how everybody would get on around Thanksgiving and talk about how they were seeing these huge spikes in traffic. I never had that, ever. I was like, what is wrong with me? What’s going on? Why don’t I see the same seasonal spikes, especially in November, which was just totally steady for me. So I really assessed. I guess I thought in my head that I had Thanksgiving type foods there, but when he really looked, all I had was five pies and a Turkey. That was it. 

Megan Porta: In our minds, I do this too. I’m like, wait, I have, fill in the blank, like Thanksgiving food or Easter food. Then when we actually dig in, it’s oh wait, I’ve got a carrot cake and scalloped potatoes. Which are great recipes, but if people are coming to find an Easter menu, that’s probably not their idea of a whole Easter meal. So how did you go about fixing that once you found that you only had a handful of supporting Thanksgiving recipes? 

Amy Nash: That’s exactly how I felt about it. So I decided I would take a menu based approach and I really decided to dive in specifically for Thanksgiving. Since then I’ve done this for each of the holidays or other events that come around. I just sat down and I brainstormed. What are all of the Thanksgiving foods, whether they’re on my blog or not? What does my family eat and what do other people tend to eat and look for on Thanksgiving. I just did a brain dump and listed out everything I could possibly think of. 

Then I thought about what I actually had and most of it I didn’t have on there. Then I really assessed my own blog and my own approach and how I would present these recipes to somebody in my way. So my food tends to be mostly from scratch. Comfort food recipes. It seems so obvious that I should have Thanksgiving recipes on there because so much of it is comfort food. But instead of doing green bean casserole, for example, instead of doing it with canned green beans and cream of chicken or mushroom soup, I would do it with fresh green beans from scratch sauce. I’ve even done french fried onions, like the crispy onions from scratch too. So that would be my approach. I took that approach for each of the popular Thanksgiving side dishes. I really focused on providing an entire Thanksgiving meal, if people stopped on my blog and they found it, I wanted to be able to say, Hey, look, if you like this recipe and my approach to it, you’ll probably also like my approach to cranberry sauce or cream corn or any of the other sweet potato casserole, any of the other Thanksgiving sides. 

Megan Porta: Oh, that’s smart. I like that you put your touch on it too. So you’re from scratch spin. You put that into every recipe. There are a lot of people who I’m sure really appreciate that. Because pouring green beans out of a can and then topping it with cream of mushroom soup is gross. The thought of that is oh. Amy is much more fresh and she delivers something from scratch. So you’re carrying your theme through those Thanksgiving themes. 

Amy Nash: Yeah. I think that some people are going to way prefer that other approach. The very traditional approach of the cream of chicken soup and it’s people who don’t want to make everything from scratch and one an easier simpler version and that’s totally fine. I think the point of it is you think through your audience and your own personal tastes and what they want. Maybe it’s going to be an entirely Southern Thanksgiving or an Italian family’s approach to Thanksgiving or Thanksgiving for two or whatever it is, but you fill out that full menu. The really cool thing is I did that and took that approach. The following year, I had numerous people respond saying that they did an entirely House of Nash Eats Thanksgiving that year. Every recipe that was on their table came from my site. That was so flattering and so rewarding since I had very intentionally put in the effort to achieve that kind of result. I actually, for the first time ever saw the spike that I had always heard about and had never been able to achieve.

Megan Porta: Oh, that’s so awesome. So where do you recommend other bloggers start with this? As far as which seasons or holidays to start with? Then, where do they start with recipes and when do we do it, off season?

Amy Nash: Yeah. So that’s a great question. Ideally I would say you would start posting your content for the upcoming season six to eight weeks ahead. I think that’s the rule of thumb that a lot of us have been told. But I will say that for me, I started with Thanksgiving. I started way late and I started posting all of my Thanksgiving menu stuff that year in November. I post three days a week typically. Every day in November, I posted my entire Thanksgiving menu. I knew even the few days before Thanksgiving, that there was very little likelihood that anybody would actually see or make the recipes that year. They didn’t. But the following year, those recipes were the ones that actually spiked and skyrocketed, and they had a whole year to gain the momentum and the SEO boost. So sometimes I wonder about that, and I’m not an expert in this by any means, but I wonder if they got their initial feet off the ground in the month when people were actually looking for them, like November, rather than posting them so much farther in advance. By the time the following year came around, they had that initial boost plus a year to gain some authority. I don’t know. 

Megan Porta: It’s never too late. I think if it is the beginning of November and you’re thinking like Amy was, Ooh, is this a little cutting it close? I say if you have a menu prepared and you have recipes you want to create and share, do it. Get it out there. If nothing else, your example, you can reap the benefits the following year. Maybe, just maybe, you can get some traction yet during that year. But I say just do it. 

Amy Nash: That’s exactly right. I even had, I think it was cranberry jello that I had made for Thanksgiving and took a picture of it on Thanksgiving day and posted it the day after Thanksgiving, thinking I’ll forget about this by next year. So I’ll just do it while it’s fresh. People still eat a lot of the same foods for Christmas. So it did well for Christmas and the following year and ever since then, that silly cranberry jello has been one of my top performing Thanksgiving posts. 

Megan Porta: That’s great. Yeah, because Thanksgiving food and Christmas food and Easter food really all blend together, a lot of it. So you never know. Create something, put it out there and it could gain traction. Even if you don’t think it could. What are your thoughts about creating something like a theme, with your example, Thanksgiving food. Then let’s say you create a whole menu and then other options that could be made. So maybe instead of green beans, you could make asparagus or whatever. How do you interlink all of that to make it a big web of Thanksgiving food? 

Amy Nash: Okay. So that’s a really great question. I think there are a couple of approaches. One is to do a Roundup where you put together a menu plan of your Thanksgiving menu and it’s a Roundup style post. You can link to all of those and that can do well. What I feel like has worked best, in my situation at least, is I watched for the ones that start doing well, like my cranberry jello or my green bean casserole, which are the two that do best. Then I go into those and I will then link to my other holiday posts that support that menu within that post. I tried to put some at the top and some in the middle, the body of the post in some, toward the end, just for the recipe card where I have a little list of like other side dishes to go with this.

So I spread it throughout the whole post and that has seemed to work best for me. Because it leverages the performance of those couple of posts that do best and it funnels some of it into some of the other dishes and it gets people clicking around your site, which is also going to help with your SEO for all of that content.

Megan Porta: Okay. I love your suggestion to put the links at the top, middle and bottom. That is not something I typically do. I do scatter a little bit throughout. I’ll reference, I don’t know, apple pie from an apple bars post at the top, but I don’t do a collection, like related links. Do you do that or do you just scatter them around or do you know what I’m saying? Do you create a block of related links at the top, middle and bottom, or how do you structure 

Amy Nash: I do a little bit of each and it depends on the post. It depends on where it makes sense. So if I’m writing a post about a Thanksgiving Turkey, for example, I know I’m unlikely to rank really highly for a Thanksgiving Turkey. But I can use that post, through the body of the post, talk about how I love it with stuffing and mashed potatoes and gravy and link to all of those in the body of the post. Then at the end of the post, I’ll do a block and I’ll list some of my other sides in that block. 

Megan Porta: That makes sense. I have to say that I’ve been dabbling with roundups. I think you were in a couple of Clubhouse rooms where we were talking about this, actually Amy. Round-ups, for some reason, are taking off for me. Within a month of putting it up, like great holiday sides or something like that, they’re taking off. I don’t know if it’s just my niche or just luck or what, but don’t discount the Roundup because they can be really powerful. I want to say it was July, at the end of July, I put up a round up. Just threw it out into the ether. No expectations. Less than a month later, it was in my top three posts. Tons of traction. I think Roundup posts are very powerful. They can be. They’re not always, but depending on how you put them together, they can be great resources for people. Then enter linking those two from the individual recipes that you talk about inside the post. There’s a lot of interlinking opportunities with the Roundup post tool.

Amy Nash: Absolutely. With roundups, the great thing is with this holiday type of approach, you can do multiple roundups. One could be like a round up of vegetable sides. One could be the main dish options, because maybe not everybody likes turkey and there’s so many other alternatives. Or alternative Thanksgiving desserts instead of pie. There’s just so many different kinds of roundups that you can repurpose a lot of this content and provide more links and it will benefit your readers to have exactly what they’re looking for. 

Megan Porta: There are so many different spins you could put just on Thanksgiving sides, right? You could do meatless or potato or easy, or three-step. We could go on and on. The options are endless. I’m going to pause really quickly so we can take a really super fast break to talk about some things that Eat Blog Talk has to offer. We will see you back here in a minute.

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Megan Porta: We are back from the break and we are going to continue this amazing conversation with Amy. 

So speaking of repurposing, what do you feel about taking some of your popular content and repurposing them so that they have more of a holiday spin or Thanksgiving spin or Christmas?

Amy Nash: Okay. So I love this idea and this kind of happened because I had a post on my site for a jello. I’m talking about jello a lot here, it’s really ridiculous. And yes, my family lives in Utah. I’m in California, but I have Utah roots. We like jello. But I had this layered jello that I did for St. Patrick’s day. It’s like a rainbow jello. Then a friend of mine remade it for the 4th of July and she used red, white and blue colors. It was just so cute and I loved it so much. So I’ve done like a Halloween version and you can do a Christmas version and there’s all these different versions that you could do of the exact same recipe.

There are so many recipes like that. Cinnamon rolls or puppy chow, or chex muddy buddies or M&M cookies. You just use the different colored sprinkles or candies or whatever, to put a holiday spin on that same recipe. You could give it its own separate post and write a post about it if you feel like that would be the best approach for your blog. Maybe it would do really well on Pinterest and drive traffic to that post. Or you could just use those images within that original post and maybe add those in a little idea. You could do a variation on this recipe and just an image or two showing how I’ve done it. Use those for social media to promote the original version of the post.

Megan Porta: I love that idea. I did something similar without even intentionally thinking about it. But I have a really good sugar cookie recipe that I usually frost for Christmas, like holiday baking. One year I made Halloween cookies, like ghosts and pumpkins. It was the same recipe. So I didn’t create a new recipe post, but I did put it on social media as Halloween, around Halloween time. But then linking to my sugar cookie recipe. That’s what you’re saying, right? 

Amy Nash: Yeah, absolutely. I have told people in posts or told readers, oh, you could do this holiday version, but I haven’t included the image showing it. Some people just won’t see it until you actually provide a picture and show it to them, or they might even need a post. I’m sure there’s SEO for Halloween sugar cookies and you could do a post for that. So sometimes regular sugar cookie recipes might be harder, more competitive to rank for, but you might have a better chance at ranking for Halloween sugar cookies or Easter sugar cookies or whatever the holiday is. There are circumstances where it might be worth doing the separate post. 

Megan Porta: Oh my gosh. It’s funny, Amy, I just typed that in and you are a number five for Halloween sugar cookies. That is super funny. Yeah, I guess I never considered that. Great point. You will definitely rank better for something really specific like that, then just like sugar cookies. There’s gotta be a bajillion of those out there. But would you change the recipe and do you know, is it okay to have the same exact recipe two or three times on your blog? 

Amy Nash: Yeah, from everything I understand, it’s totally fine to have the same recipe on your site multiple times. As long as you’re varying the keywords within your posts. It’s like a different type of content. Like Halloween sugar cookies have their own SEO versus cut out sugar cookies or soft sugar cookies. As long as you’re burying your content, it’s fine to have the same recipe. I think a lot of us will develop recipes using a base recipe. Like brownies. I have the same brownie recipe on my site multiple times and all I’ll do is put frosting to it or add a different mix in, but really it’s the same brownie recipe that I’m just repurposing over and over, because I know it works.

Megan Porta: I love this. Okay. I’m tapping into opportunities here. That is great advice. I just had to look at your jello because you mentioned jello. So you’re a layered rainbow jello is beautiful. 

Amy Nash: Oh thanks.

Megan Porta: I have a funny story about jello. So it’s a thing here in Minnesota too. One of my husband’s sisters always brings a jello salad to every holiday that we go to together. It’s a joke. Carolyn, where’s your jello? If she doesn’t show up with jello, we get mad at her. But then I don’t know. It’s just this funny thing. So it’s a joke in our family. So we love the jello salads. They are definitely a thing in Minnesota. Are they not in California? 

Amy Nash: I don’t think so as much, but I moved all over. I probably moved 18 times before I was 20 years old. So I’ve lived everywhere and the Midwest was a big part of that. We ate lots of jello salads there, so I don’t know. I’m a jello girl. 

Megan Porta: Yes, same. I share that with you too. I also moved a lot, probably about 18 times as well. So maybe sometime we can compare stories and see if we, maybe he crossed paths anywhere.

Amy Nash: Probably.

Megan Porta: I know. Okay, so let’s go beyond repurposing popular content. I love that idea. This springs a whole new world of opportunity to me personally. You mentioned doing a series, putting a series together that maybe is themed around a specific holiday, like Thanksgiving. Talk to us about that.

Amy Nash: I love the idea of doing a series with your blog and I was just thinking about it. So I have a series that I do that is called American Eats. It’s inspired by the content I tend to consume, which is all of the articles that you’ll see that are like the 50, the pie from every state or the sandwich from every state.

Whenever I see ones like MSN, I always click through and read those because I lived in so many different places that I always want to see where they’re from. As I considered those, I realized that’s what I loved writing about. So I did a series where I posted some of the most popular recipes from each state or the foods that they were known for and just took that approach. As I started doing that, I loved the engagement I got from my audience who had come out of the woodworks to share what state they were from and what foods I should do there and what they liked about it. It really opened up a lot of opportunities. So I was thinking about doing a series based on whatever your interest is around a holiday.

So if you love doing AirFryer recipes, do a series on air fryer Thanksgiving recipes. Or if you really like doing instant pot recipes, you could do instant pot Christmas. It doesn’t mean that your blog has to have that as their niche. You can still post other recipes, but by doing it as a series, you can invite your readers to try a different method of cooking some of their favorite dishes this year for a purpose. To free up your oven space, to do things ahead. You could do a series of I’ll make ahead Thanksgiving meals so your Thanksgiving is totally done a week in advance. That could be a series. 

Megan Porta: Oh, that’s appealing. So how do you promote that to your audience? Do you deliver it through emails? Do you mostly focus on social media? How do you do that? 

Amy Nash: Oh, there are so many ways. I’m still scratching the surface of ways to promote this kind of thing. This year I’ve been implementing a challenge approach on my site where I’ve been doing a monthly theme. I chose the theme and I promoted at the beginning of the month through a blog post, and then on social media. I invite my readers to make a recipe that fits with the theme. So for example, in February it was chocolate. They could just make any chocolate recipe from the site and send me a picture of it to be entered in, to tie it with a little giveaway at the end of each month. So you could do this whatever series or theme you come up with and make it a challenge for your readers. Say, Hey guys, let’s try making a recipe for Thanksgiving in the instant pot and send me a picture of it and I’ll do a little giveaway or drawing. It’s been so fun because I have had so many readers that I didn’t even realize where my loyal fans start, communicating with me and really engaging in participating and sharing and emailing me, when they have never emailed before. It’s almost like they needed an invitation to show me what they had been making. I was giving them permission to just reach out and show me what they had done as part of my challenge. 

Megan Porta: Oh, I love that. So do you use Facebook to engage with people too, or is it mostly through Instagram and email and blog posts? 

Amy Nash: So I don’t use Facebook as much. I have friends in mastermind groups who do, and they’ve had really good success with that, so I know it can be done. I mostly do Instagram and that’s what works best for me. Especially in my Instagram stories is where I’ve had the best success through this. But if you have a good email base, that could be a really good approach too. I’ve worked on growing that this year and I’m starting to see some results by taking this approach through my email list as well. So you can really make it work through, I think, any of the social channels that work best for you and your site. 

Megan Porta: I feel like this is a really good time to experiment with something like that, because the holidays just look different now. You know what you just said, people might be wanting to prepare more ahead of time. Or maybe they’re having smaller gatherings or they want to open up their kitchen more or whatever it is, things are just different. So presenting them with a way to do that I think, it’s such a great idea. I absolutely love that. 

Amy Nash: Yeah. And it’s a great opportunity to do something like a smaller challenge. My challenge has been going on all year every month, but you could do it just for one month and see how it goes. Maybe it’s at Christmas and you focus on your heritage by doing like Italian Christmas recipes and share those and invite people to make some Italian Christmas recipes. Or a Christmas recipe from your site that reflects their heritage. It’s just a fun way to share with each other and get really natural, organic engagement. 

Megan Porta: We all want that. We all want that organic engagement because things can get stale once in a while. So this is a really great way to boost that. So I’m going to put you on the spot with this, but what are your tips for Q4? Especially this year? It’s weird. People don’t know. Are people getting together or not? Things are up in the air. Do you have any Q4 tips for us that can just help us navigate the season a little bit better?

Amy Nash: Let’s see. I would say that my best tips for navigating Q4 are just going to be to continue to put out things that are fun and maybe a little different. At least in my experience, and with my readers, they tend to react well to new versions of recipes that they’re still familiar with or comfortable with. So maybe the. Really loves cinnamon roll recipes, but if you provide them a cinnamon roll recipe that’s got a slightly different flavor profile, that’s still comfortable and familiar to them, but they like the challenge of doing an eggnog version or a peppermint version, or a toffee version of something that they already know and love.

Megan Porta: I like that. So you can look at your most popular content maybe for Q4 and just put a unique spin on it and test it out and see how people receive it.

Amy Nash: Yeah, absolutely. Because I think you’ll know your readers best. If they are having large gatherings, then that’s great and provide content that focuses on that. If you feel like they’re going to keep it small and close, then you can provide content that way. I think it’s always helpful in posts, especially around the holidays to provide as much additional information as you can about freezing leftovers or how long things will last. Because not everybody has huge families. So if you make these huge recipes, they will want to know, can it be halved easily or can we store more of it so we don’t have as much food waste. Adding that to each of these types of posts only benefits the reader and only helps the post. 

Megan Porta: I think it encourages readers to actually dive into your post and your content because it’s more approachable. Oh, she’s providing me with all of this information upfront. So I am much more likely to make her recipe versus one that doesn’t have that information. I think that’s really solid advice. Is there anything else, Amy, that we’ve missed about just rounding out our content buckets? Do you have anything about people just getting started with this that maybe just are starting to create a base of content or taking things to the next level or anything along those lines?

Amy Nash: Yeah. One thing that has worked really well for me is to separate my content out a little bit. Let me explain a little what I mean by that. For example, I made one year of gingerbread cupcakes and I made an eggnog buttercream to go with them. Initially I just posted them as one recipe on the site, like the cupcakes with buttercream. But then I realized that there was SEO for eggnog buttercream, and the competition was much lower to rank for that recipe. So I did a separate post on the eggnog buttercream frosting that I had made. Then I linked those two together. It was much easier for me to rank for something like eggnog buttercream frosting than it was for gingerbread cupcakes, which had a lot more competition. And I could then create this frosting category, which I have a bunch of frosting recipes on my site, and I could say if you don’t like eggnog, instead make these gingerbread cupcakes with salted caramel frosting or whatever other frosting it was. It helped my gingerbread cupcake recipe perform better because even though I thought that’s the one that might do better initially, there was too much competition for me. So I performed better on the frosting itself. So you can separate out your content to have more posts and one might perform at a higher level than the other one will and they can bootstrap each other. 

Megan Porta: It’s built-in content. So it’s stuff that you already have created. The recipe is written. You already have photos. Maybe you could take other supporting photos, but it’s already there. So you could comb through your stuff today and maybe separate out a few. I love that. That’s like a no brainer. Let’s just sort through what we’ve got and make the most of it. 

Amy Nash: Absolutely. And it definitely frees you up and eases the burden when it’s already a busy time of year. If you don’t have to make as much, because you can already use things that you’ve already made to provide content that might just do better anyway

Megan Porta: You have given me a few really great ideas that I wish I had time to do today, but maybe tomorrow. So thank you, Amy. This has been super fun. Is there anything we’re missing before we start saying goodbye?

Amy Nash: No, I think that’s it. 

Megan Porta: Awesome. Thank you for taking the time for us today for food bloggers and just adding value here. We appreciate you. We would love to hear either a favorite quote or words of inspiration that you have. 

Amy Nash: Sure. I had to go look, but I found this really great quote from Calvin Coolidge. But I love this so much. He said that nothing in this world can take the place of persistence. Talent will not. Genius will not. Education will not. Persistence and determination alone are omnipotent. The slogan press on has solved and always will solve the problems of the human race. I love this because I’m not the most talented person or like the most genius person, but I’m very persistent. I think when you like, take that approach and really work on developing your grit and continuing to persevere and just putting in the effort day after day, that’s when you really see results. 

Megan Porta: Oh, that was so well said. I fully agree with that. I always think of Shawshank Redemption at the end, when we see that he’s built this entire tunnel to escape the prison with a little rock hammer. There’s no message that drives at home more than that because he was so persistent. He just kept at it. So I love that message. Thank you for wrapping up that way. So we’ll put together a show notes page for you, Amy. If anyone wants to go peek at those, you can go to eatblogtalk.com/houseofnasheeats. Tell everyone where they can find you online? On Instagram, your blog, where should we go?

Amy Nash: Absolutely. You can find me online at House of Nash Eats anywhere. At all of the social media channels, Instagram, YouTube, Facebook, it’s all House of Nash Eats. 

Megan Porta: Awesome. Thank you again so much, Amy, for being here and thank you for listening today, food bloggers. I will see you next time. 

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