Have you ever wondered why food blog posts are so long? Ever stumbled upon a recipe online only to have to scroll for what seems like forever to get to the actual recipe? Ever been dismayed at the inclusion of a backstory of where the recipe came from when all you want are the ingredients?
Do you think food bloggers should just “get to the point?” Have you ever shared or laughed at a meme making fun of food bloggers writing too much in their posts?
Honestly, as an online recipe creator, this stuff really bothers me. Not the length of recipe posts, but the shaming of food bloggers for writing long content. But food blogging and website creation are complicated businesses that not many people know much about.
So I’m going to explain why food bloggers write such long posts, to help people understand more. It is my hope that with more understanding, there will be less shaming (I’m looking at you, Mindy).
Why do all online recipes have endless pages of the chef’s whole life story about the recipe and then on the 12th page is the actual recipe? I just want the recipe! I don’t need the Modern Love essay on how you came up with it!
— Mindy Kaling (@mindykaling) March 29, 2020
“Back when Tim and I were living in Denver, we always wanted a heart healthy way to start our day before a brisk Colorado morning! This was before I was diagnosed with GERD, and just after we adopted Pepper our black lab.” JUST GIVE ME THE FRITTATA RECIPE GODDAMNIT
— Mindy Kaling (@mindykaling) March 29, 2020
1. It’s how we make money.
This is perhaps the most important point- my website is my job, my career, my business, and my livelihood. It’s how I feed my family. I’m quite transparent about how I make money and how much I earn. And the longer the content is, the more advertisements can be inserted into the post.
Advertisements are the biggest way I make an income from blogging. My recipes are free to access for everybody with internet access, and this is important to me, as I believe healthy home cooking should be experienced by all.
Advertisements annoy some people, which I understand. For those people who truly cannot stand ads, I recommend buying a cookbook or subscribing to an online recipe subscription service, such as New York Times Cooking or Cook’s Illustrated.
But if you expect free content online, you should expect to “pay” for it in some way, and in the case of most food blogs, that payment is through scrolling for a couple of seconds through some ads.
(Note: Some bloggers choose to run more ads on their site, and some choose to run fewer. I’m somewhere in-between. This is often a well thought out business strategy decision on the part of the website owner, of how to balance a pleasant user experience with generating revenue. Some bloggers make money in other ways, or have TONS of traffic, so they are able to run fewer ads. Other bloggers don’t get enough traffic to be able to afford taking away some ads. Some bloggers may be going through a tough financial time and add another ad here or there to make a little more money. So next time you come across a website and you notice advertisements, please consider the website owner’s bottom line and that their site is a business.)
2. It helps with SEO.
SEO, or Search Engine Optimization, is the way in which website creators run their sites with the goal of Google searches ranking them highly.
Google traffic is where the majority of my traffic comes from. If I didn’t focus on SEO, I would have far less traffic. Fewer people would be able to find my recipes, and with less traffic, I’d make less money. Ranking highly on Google is the thing I work the hardest on within the scope of my blog.
Long content on its own doesn’t help with SEO, but more relevant content does. So if I’m posting a recipe for gnocchi, for example, and I write about the different kinds of gnocchi, how to pronounce it, what kinds of sauces go with it, etc., that may help me rank higher if people search for “gnocchi recipe” on Google.
3. It’s creative content.
Bloggers are creative content creators. Each post involves lots of creative work- recipe creation and testing, photography and plating, and of course the writing itself. And each recipe writer works in a different way.
Personally, I may include a sentence or two of a back story about the recipe. Or maybe a quick personal update within a recipe post that may have nothing to do with the recipe itself.
But some other bloggers may share more stories. About their personal lives, their kids, the origin of the recipe, recounting their travel experience that led them to want to share a recipe, etc.
And you know what? That’s their choice, that’s how they choose to run their business, and that’s their prerogative.
Smitten Kitchen and The Pioneer Woman have been writing about personal stories within their recipe posts for years, and it’s how they have created literal empires in the food blogging world. People relate to their stories and love being a part of their lives, virtually.
Other hugely successful websites write succinctly and exclusively about food and recipes, such as Food52.
Both ways of writing are completely valid. And you may have a personal opinion about whether you like reading stories within food posts or not. And your opinion is valid too, as long as you are kind.
Too often I see people – mostly men, to be honest – tell me and other bloggers to “cut the BS” and “just tell me the recipe” or “get to the point.” I read something that stuck with me about this – that with food blogging being a female-dominated industry, this is similar to telling a woman to “be quiet and get back in the kitchen.” I wish I could remember the source, and will update here if I find it.
But whether criticism of food bloggers’ voices is rooted in underlying sexism, or just general annoyance at needing to find a recipe quickly to make dinner, please be aware that bloggers pour so much heart and effort into their writing, and telling them to “get to the point” is not kind or helpful, and it’s essentially telling someone how to do their job without knowing anything about it.
And ask yourself- do your favorite cookbooks have backstories to the recipes? Do you criticize these writings as much as you do food blog posts?
4. How inconvenienced are you… really?
Time yourself. How long does it take to scroll through a post to find a recipe? If it’s more than a few seconds, I’m afraid that’s on you and your scrolling ability, and not the blogger.
Did you look for a jump to recipe button? I have one at the top of each of my recipe posts. If you click it, you will be taken directly to the recipe. You can also click “print recipe” and view the printable page in a separate browser tab. Most bloggers have these options. (And it’s worth noting that a good way to support bloggers you love is to take the time to scroll, rather than immediately pressing these buttons, if you have a few moments to spare).
Are you equally frustrated with advertisements on TV as you are on websites? What about advertisements in magazines? Those services you pay for… and they STILL have ads.
Do you really expect to receive free things without any inconvenience to you ever? Are you just so used to having information at your fingertips through the internet that your perception of inconvenience is a bit warped on a broader perspective?
Personally, I almost always use the jump to recipe or print buttons when I am cooking a recipe.
And sometimes, I do get annoyed when I have to scroll to find a recipe. Especially if I’m at the grocery store needing to find ingredients in a hurry or get dinner on the table soon because my kids are hangry. And it’s OK to feel this way. But it’s not OK to shame bloggers for a relatively mild inconvenience on your part to receive free content when their livelihood is on the line.
Frequently Asked Questions
- Why not just put the recipe at the top of the post? Some people do this, but most do not. Having the recipe at the bottom underneath the rest of the content does a few things:
- It earns the blogger more money, since people need to scroll to the bottom and see the ads.
- It helps users stay on the page for more time, which can help with SEO, among other things.
- Often, questions about the recipe will be answered in the post itself that aren’t in the recipe card, so it helps take care of confusion surrounding the recipe (such as ingredient substitutions).
- Why do some bloggers not have a “Jump to Recipe” button? Again, this is a business decision that bloggers put a lot of thought into. Jumping to the recipe can result in a loss of revenue, since users won’t see ads within the content. I personally find that the user experience outweighs the loss in revenue, but others do not.
- Can I just pay a subscription fee to not have ads? This is something I would love to implement, but I’m not sure if something like this exists. I’m going to be looking out for a way to do this, for those who don’t want ads while looking on my site.
- But why are the ads SO obnoxious? There are different kinds of ads, including in-content ads, pop-up ads, and automatic video ads. On my website, you will NEVER see a pop-up ad, and if you do, I’d like to hear about it so I can alert my advertising network. I do run short automatic video ads, as they are quite lucrative, followed by a recipe tutorial video from my website. These should never play sound as a default, and should be quite easy to x out of. This again is a balance that website owners try to find with user experience and revenue. Some websites do this better than others, and some ad companies run more “obnoxious” ads than others, which is why you may see so much variety across different websites.
Thanks for coming to my Ted Talk.
I’m quite passionate about blogging as a business, and it’s been life-changing for me and my family. It’s quite a complicated business that most people don’t know much about, and I hope this was helpful in explaining why food blog posts are often long.
So next time you come across a meme making fun of food bloggers for this reason, think before you share it. There’s no reason to shame people for working hard to make money and run a business in the way they see fit, especially when you receive free content as a result.
Do you have any other questions or comments about long food blog posts, or blogging in general? Please leave a comment below!
(And because this is a weirdly controversial topic, please remember to be kind when commenting. You can read more about my comment policy here.)
Heather
Hi,
I love your post. Food blog posts serve a flavorful journey. They share recipes, stories, and tips, creating a rich, immersive experience for foodies. We are also bloggers. Thanks!
thebangaloredhaba
I thoroughly enjoyed reading your insightful article on “Why Are Food Blog Posts So Long?” Your explanation of the benefits of longer posts, such as providing valuable information, improving SEO, and enhancing user engagement, was both informative and convincing. It’s refreshing to see the importance of content quality emphasized over brevity. Your personal anecdotes and examples made the article engaging and relatable. As a fellow food blogger, this article provided me with valuable insights and reaffirmed the importance of comprehensive, informative posts. Thank you for sharing your expertise!
Elizabeth Lindemann
Thank you for sharing your thoughts!
thebangaloredhaba
Your blog post on “Why Are Food Blog Posts So Long?” provides valuable insights into the reasons behind the length of food blog articles. You’ve effectively explained how longer posts contribute to search engine optimization, user experience, and audience engagement. It’s clear that you’ve considered both the benefits and potential drawbacks of lengthy content in the context of food blogging.
Gabrielle
Hi,
I love your article. Long food blog posts provide in-depth cooking tips, ingredient insights, and personal stories, enhancing the overall dining experience and inspiration. We are also a bloggers. Thanks!
Kirsten
Actually I just came here for the tuna recipe and then read that guy John’s comment about the thesis and your response… so I read your second thesis… ;) Thank you for taking the time to put things in perspective! And thank you for providing a way to jump to the recipe/print – I think that’s very thoughtful. I’m running Ghostery, an excellent ad blocker so I scrolled down and read most of what you wrote anyway. Sorry about the ad blocker – I just really hate ads. If I tried some recipes on this site and liked them (which I’m sure I will) and found myself a regular user, I might be one of those willing to pay for an ad-free version.
I’m sorry that some people are so negative – and kudos to you for the classy responses!
I happened upon some awesome Ahi tuna steaks at the store tonight so came online to look for some new inspiration. I normally pan sear them in a stainless pan but I recently bought a cast iron pan so I was looking for some fresh ideas to try. When I saw how many five star reviews you received from so many people, I took the time to check out the recipe/site and I’m glad I did. I’ll let you know how I make out. BTW I can’t find that dressing you recommended – it seems like it might be discontinued? https://www.tessemaes.com/collections/dressings
Elizabeth Lindemann
Hi! Thanks so much for your thoughtful comment and for taking the time to read both of my “theses” lol! Hope the tuna turned out great for you. It does look like the dressing has been discontinued, bummer! Any kind of dressing with Asian inspired flavors like soy sauce, ginger, etc. will work. Here’s a homemade miso sesame ginger dressing if you’re feeling like going the from-scratch route!
Amy
1. All Recipes dot com and Foodnetwork Dot Com don’t have long drawn out stories behind their recipes..
2. Are you kidding me, free content? Nothing is free. We pay for internet connection and you advertise your website.. never mind.
3. I wish I could tell my boss he hurt my feelings.. Keep writing long drawn out boring posts and people won’t read anymore. *shrugs*
4. Look. We get it. You feel long posts put you up higher in the google machine (see #1.)
Elizabeth Lindemann
You have a few valid points. Let me respond.
1) All recipes and food network have a higher domain authority than independently owned websites, giving them an edge with SEO results over us wee folk. That’s why we (food bloggers) need to up the ante on the relevant content (not stories – tips and tricks, etc.) to have a chance at being competitive with them.
2) I hope to see a day when internet access is free, or at least guaranteed, for all. While you can certainly go to the library for free internet access, I get that. Then again, TV commercials exist, and cable costs a TON. Hulu commercials exist, magazine ads exist, etc… and all those are paid for. So I use the term “free” without regard to internet subscriptions, which most people have access to, whether they pay for it or use public amenities.
3) Huh? Do you have a boss that makes you sad or uncomfortable? You definitely should be able to tell them, and if you can’t I’d find another job ASAP. Other than that I have no idea what this means.
4) Yup, that’s what the post is about and why I wrote it (see #1)! Let me know when you make a food blog that gets 1 million pageviews per month and brings in hundreds of thousands in revenue! Can’t wait to see what you come up with :-)
Jenna
You did change my perspective about reading the recipe intros, but people can normally not just “find a new job” that easily. Many if not most people do not want to go to their particular jobs but do not have an easy way out.
Elizabeth Lindemann
I absolutely agree with you! That comment was more of a tongue-in-cheek response to the other comment, which was pretty rude and argumentative for no apparent reason. The fact that people cannot leave jobs in which they are overworked and underpaid, or subject to a toxic environment or boss, is a very real situation that I acknowledge. Hope that helps clarify!
Andy P
Thanks for taking the time to enlighten the rest of us. I also appreciate your seared ahi tuna recipe which is what brought me to your website to begin with. That is a serious amount of 5 star reviews so I’m hoping my fish eating vegetarian daughter loves it as much as I anticipate she will. So thanks for the hard work for a minimal amount of return. You must love doing it. Which is great because everyone should love what they do for a living.
Elizabeth Lindemann
So glad you liked the ahi tuna recipe, and really appreciate you taking the time to leave this comment! You’d be surprised at how much hate I get for explaining this side of blogging haha. I do love doing it though, and I feel quite fortunate to be in that position :-)
Jim
Very thoughtful and insightful post. Thank you! I’ll admit, when I’ve had a bad day I’m sometimes in a rush and just want to “get to the point.” But as you say… that’s on me. Your time is valuable, too, and you’ve spent a lot of it creating this space and these recipes to both earn a living and share your knowledge with all of us. That demands respect.
What you and other food bloggers and content creators have done is nothing short of amazing. I think back to the days before the web, and how much work it could be to locate a good, trusted recipe – especially for ingredients you’ve never worked with before. Today there are literally millions of recipes available to anyone with an internet connection, produced and published by creative and generous people like you. I know my cooking an eating experiences have greatly improved as a result, and I’m grateful for that.
Cheers, and keep doing what you do!
Elizabeth Lindemann
Jim, thank you so much for taking the time to write this thoughtful comment! It completely made my entire week, and I’m so grateful that you shared this. Have a wonderful weekend! :-)
Jamie
Great post and very informative. I have stopped buying recipe books and have started creating my own by printing the recipes I find, and like, online. It saves me money and time. Many of the ones in my book are yours.
Thank you for the past recipes. Looking forward to scrolling my way to your future ones!
Elizabeth Lindemann
Thanks so much, and glad this was helpful for you! Thanks also for your kind words about my recipes :-)
Wei
What a thorough and clear explanation! I’ll show my readers your post if they ever complain. BTW, regarding “Can I just pay a subscription fee to not have ads?”, Nami from Just One Cookbook has launched their Ad-free membership site. So it is possible to do so.
Elizabeth Lindemann
Oh wow, this is great to know! Definitely going to check out Nami’s subscription model soon. Thanks so much for bringing this to my attention!
Pam Parsons
This was so very helpful. Thank you. I have questions, so I sent you a private email. Hope to hear from you when you have time.
Elizabeth Lindemann
So glad this was helpful! Just replied to your email :-)
Sue Ringsdorf
AMEN! Thanks for all of this. I just watched the TV segment and of course, had to come over to see your blog. LOVE everything I see…especially the food! From one food blogger to another, THANK YOU!
Elizabeth Lindemann
So glad you liked it and that you caught the TV segment!! I feel very strongly about this and glad to see others do as well!
Julia
Fantastic post! Thanks for writing and sharing with us all!
Elizabeth Lindemann
Glad you liked it!
Nevila
oh girl, I thought I was reading my thoughts.
I have nothing else to add except Thank you for writing this post.
Elizabeth Lindemann
You’re welcome and I’m so glad this was relatable for you! :-)
Pamela Thomas
This is a detailed, informative post! Thank you for taking the time to explain everything! I always wondered why there was so much information provided prior to the recipe. I appreciate the recipe notes, tips, suggestions and lessons learned!
Elizabeth Lindemann
So happy this is helpful, and I’m glad to hear you appreciate all the tips! :-)
Kathy
great post!
Elizabeth Lindemann
Thanks so much!
Voula
Thank you for an AMAZING, INFORMATIVE post! You’re spot on! This is a controversial topic because most people don’t really understand (or want to understand)! I’m so glad you addressed it! Together we stand, my friend!
Elizabeth Lindemann
Thanks Voula!
Mary reynolds
Your New England haddock is quite good- as a life long Massachusetts resident, I have always added a layer of mayonnaise firtst- believe it or not, you can’t taste it, but it makes the fish even moister
Elizabeth Lindemann
Oh yum, I believe it! Adding mayo sounds amazing!