The Trauma of Changing a Wine Blog
That is, in terms of the history of wine blogging, it is old. It sits on a "Typepad" platform, without its own, proprietary domain name. Its appearance is dictated largely by what an unaccomplished coder can do with the Typepad platform. It is somewhat difficult to read. It's not the best looking blog in the world…by any measure. Its capability to serve up information is limited.
That's going to change here in the near future.
With the help of professionals, FERMENTATION: The Daily Wine Blog will soon be getting a new look, a new feel and, importantly, a new address: https://fermentationwineblog.com.
The process of redesigning a blog is not unlike the process that I've helped a number of wineries undertake: changing their label. This can be dangerous ground to tread. For the winery, particularly the small and medium sized winery, the label is a personal statement. It is the image into which owners invest a great deal of themselves, their desires, their self understanding. Changing it can be traumatic. Helping an owner through this trauma is something that has to be carefully maneuvered.
I'm finding that some of that trauma is involved in finally updating and changing this website. After eight years of blogging and 2,500 articles, a great deal of me sits on this blog. A part of my identity resides here. FERMENTATION has been the place where I've deposited by thoughts, ideas and observations—both industry and personal. I know it represents me and I know that when people read it, they are interacting with me. Hence, the hint of trauma. However, unlike a label, I don't have to appeal to someone scanning a shelf filled with other blogs. If I want a readership, and I do, I have to create compelling content. But the fact is, if that content can be displayed in a more appealing fashion, I've done a better job.
Of course, the biggest change that is coming to this blog is the change of the address, the URL. This is a big deal. You'd be surprised what 8 years of blogging and 2,500 articles do for your SEO efforts. I expect my exposure to be considerably reduced for a time. So be it.
So, if you are inclined, keep a watch for changed and, eventually, for a new address for FERMENTATION: The Daily Wine Blog. And no worries…by the time it happens, I'm sure my trauma will have passed.