Do Blog Comments Matter Anymore?
I’m guilty of it. I’m sure you are too. It’s natural to check out the number of comments on a blog and instantly judge its popularity. We figure if a lot of people have a lot to say about a blog post or piece of content, it must be great, right?
Even worse, we judge the value of that content based on the number of comments. More comments = more value. We couldn’t be more wrong.
Everyone gives lip service to “the community” and bloggers the world over talk about having a conversation with their community in the comments.
The trouble is, lately I see very little value in the comments on the most popular blogs.
“Great post as always, John! I’m definitely going to use some of those tips!”
Hang on a second while I gag with dry heaves. The writer of the post feels great and the commenter sneaks in a link to their site – which is truly the only thing they care about anyway.
Additional value added to the conversation with their lame comment? ZERO.
Now don’t get me wrong. I dig comments just as much as the next guy. On a blog the size of this one, the comments have introduced me to new colleagues and people I feel I know and count as friends. And it IS nice to get good feedback on a post you worked hard on.
But it seems to me that most people these days just use them to get a link and some extra traffic to their site. Do they really give a crud about adding their two cents? Rarely.
It doesn’t start that way. A content site begins with great intentions and when the audience is relatively small (like on Membercon) the conversation in the comments works – it DOES add value to the post itself.
But something happens along the way. The traffic grows to the point where it draws the attention of a lot of people – people who want some of that attention for themselves and their own sites. The comments go from “adding value” to “wasting time” or worse. Popularity breeds haters and haters love to give the blogger crap in the comments. And for some twisted sense of “transparency and open conversation” the blogger feels they need to leave that garbage in there.
Not me, by the way. Say you hate my guts in the comments and that bad boy is getting deleted as soon as I see it. It’s my site and I’ll do what I want with it. I don’t live by that warped code many other bloggers do – and neither should you. It does nothing to add to the conversation or help you sell your content.
We actually get more email about posts we write than we get comments. And several excellent blogs I read daily rarely get comments. I don’t comment simply because I don’t feel like a comment that says, “Nice post” and little more adds any value to the post itself. I only comment when I truly have something I think would add to the message the author has put forth.
All this is to say two things:
1) Let’s all stop judging the value of blogs and content by the number of comments they draw, and
2) Don’t worry if your blog or membership site doesn’t have a lot of comments. It says nothing about you or the value of your content.
In fact it probably means your readers respect you enough not to fill your site with useless drivel.
And if you are in the position of getting a lot of comments, are they adding value to the conversation? If not, maybe it’s time to turn them off – or at least delete any that don’t give your readers good information that adds to what you have already said.
The key for all of us is to figure out how to get comments back to adding value to the post itself – not to the commenter. How about charging ten cents to comment? I bet it would go a long way to making sure the commenter has something worth saying.
Now I dare you to leave a comment. No charge.

The Interview Income blog is written by Tim Bourquin and Emile Bourquin, brothers and owners of Ideas For Download. The Interview Income Blog is your front row seat to see what we've done that worked and failed in selling content online. Thankfully, we've been pretty successful but we promise to always show you the reality of building an online business.
