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How to Build a ‘Digg Culture’on your Blog

Last week on a post that Tony wrote about Digg Fraud one of those who left a comment wrote:

“I think it’s been pretty much proven that any traffic a site gets from digg is fleeting and doesn’t translate into long-term traffic.”

Many don’t believe that getting on Digg is worth much because the traffic is so fleeting however I think there is much more value for smart publishers than just the initial burst of traffic.

Such benefits to getting on the front page of Digg include:

1. Fresh RSS subscribers
Every time I get dugg I notice a leap in my RSS subscriber count. The first few times a site gets on Digg this is often bigger than subsequent diggings (after a few times I guess those who are interested in your topic will have already been subscribed) but there is a noticeable bump in subscribers each time.

2. Newsletter subscribers
Similarly newsletter subscribers (if you have one) will generally get a bump when you’re dugg. I generally add a link to subscribe to my newsletter on any post that gets on digg to leverage the traffic in this way. In this way (and with RSS subscribers) you are not only getting that first wave of traffic but are building ongoing waves of traffic each time you post or send a newsletter.

3. Secondary link ups
Digg has a ‘blog this’ feature and while it’s not used by every Digger it is used. I find that each time I’m dugg that there is a secondary wave of incoming links to your post via this feature but also other diggers blogging about you. I also find that when featured prominently on digg that you quite often get linked to on other social bookmarking sites (delicious, reddit etc) and get further waves of traffic and incoming links from their users. The secondary link ups don’t generally send a lot of traffic (although on occasion they can be from larger sites) but have the added benefit of helping the site’s Search Engine ranking (Google Juice) which over time helps build a site’s traffic.

4. A Digging Culture Emerges
If you are able to convert your incoming readers from Digg into regular readers you then have a unique opportunity to get repeat appearances on Digg again. I’ve found that with each appearance on digg that I seem to gather more and more readers to my site who will naturally submit my posts to Digg in future. I can’t quite put my finger on it but I guess the type of reader that is now subscribing to the blogs is now familiar with Digg and is even actively looking for things to bookmark. Once you develop this type of ‘culture’ the cycle outlined above can continue.

The Impact of Digg Culture over time:
Once this ‘digg culture’ kicks in a site can experience a series of ‘diggings’ which on each occasion will see the site receive a sudden and short burst of traffic followed by a return to lower traffic that is actually higher than pre-digg levels.

The actual traffic from digg is a nice (but short lived) thing - but the real benefit of being dugg regularly is the increase in traffic from loyal readers (RSS, bookmarks and newsletters) as well as the SEO benefits of new incoming links.

I’ve attempted to graph this below (this is not from any actual site’s traffic but is typical of a blog that enjoys the benefits of ‘digg culture’:

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2006-12-30 23:23:49

How to Build a ‘Digg Culture’on your Blog

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