In short: Nine months of blogging gives you plenty of room to make mistakes. Comparisons bring traffic, brand pieces like this almost none, repeating the same keyword throughout the blog held us back for months, and the largest number in Search Console turned out not to be people reading. Here it all is, with the numbers.
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What We Learned in Nine Months of Blogging (Including the Articles That Didn't Work)
Nine months ago we published the first article on this blog. We had no editorial calendar, no content strategy, and no certainty that anyone would read it. We wanted to write and had a loose keyword about stainless steel.
Nine months later we have dozens of published articles, a monthly review of Google Search Console that no one skips anymore, and a list of mistakes we would prefer not to admit in public. We're going to admit them anyway, because our own brand guide says exactly that: admit what doesn't work.
The numbers, unvarnished
Between March and June, weekly blog clicks went from 25 to 110, with an average Google position of 8.1. It's not an explosion. It's a slow curve, the kind that comes from publishing several times a week for months. Not without failing either: in the summer we went five weeks without publishing anything, and it wasn't a strategic pause.
Position 8.1 means, in practice, that we appear on the first page but almost never at the very top. Enough to grow. Not enough to brag.
What did work, and what only seemed to work
Comparisons win, without ambiguity. When we published the comparison of the best thermal bottles in Spain, putting ours next to brands we are not going to pretend do not exist, traffic started to rise and has remained so months later. How-to-choose articles and how long each material lasts work just as well. People look for concrete answers and comparisons give them.
What doesn't work as well, said with the same frankness, are articles like this. Reflective brand pieces, those that talk about the journey, the values, or why the object you carry matters, bring little organic traffic. One of our brand pieces from May confirms it well: it is one of the ones we enjoyed writing the most and one of the ones that brings the fewest clicks. And here we are, writing another one. The difference is that this time we say it out loud.
The mistake that took us months to see
At first we put the same keyword in almost all the articles. Water bottle above, thermal bottle below, in a good part of the blog. It sounded logical, it is literally what we sell. What we didn't calculate is that Google does not distribute the ranking among ten articles that compete for the same phrase. It divides it. None of them rose because they were all getting in each other's way, a slow and silent own goal.
The correction was simple to explain and tedious to apply. One main keyword per article, never repeated, chosen by real intent and not by synonym. Beach is not the same as mountain. Travel is not the same as office. Even though all three share the word summer at some point in the text. Reviewing and reassigning each published article took us weeks. The numbers continued to rise afterward, although we don't know how much is due to that and how much to the simple passage of time.
The rule we set afterward
With that data we set up an internal rule, easy to follow although uncomfortable to comply with some weeks. For every five articles, two must be comparisons or buying guides, two informative on volume about hydration or seasonal topics, and at most one reflective brand piece. Not zero. One.
We continue writing about the brand because we care about it, and because there are readers who make it to the end of these pieces even if Search Console does not translate it into clicks. What we stopped doing was pretending that an article like this competes in traffic with a comparison. It doesn't compete. It serves another function. This article, with all its irony, is exactly that one out of five.
The largest number was not people
In September, reviewing Search Console week by week and not just the total, we found something strange. A single search in English, how to clean a stainless steel bottle, took 88% of all site impressions in three months: almost a hundred thousand. Clicks, zero. The page that appeared was our article on how to clean a stainless steel bottle.
Our first theory was that Google cited it in its AI-generated answers and that no one clicked because the answer was already in plain sight. We rewrote it to try to get something out of that volume. Then we looked closer. Search Console does not say if an impression comes from an AI answer, and a whole group of English searches with the same pattern, many impressions, good position, and no clicks, almost suddenly disappeared in September. The most honest thing we can say is that those impressions were not people searching.
Removing that search, the blog had about 14,000 impressions and 215 clicks in those three months. Less spectacular. Quite a bit more real. Since then, before writing for a search with high volume we look at whether it produces clicks over time, not just how many times it appears.
Nine months are not a formula
None of this can be copied and pasted into another blog without more. It is what happened to a small blog that publishes several times a week, reviews the data once a month, and corrects what needs to be corrected, including its own mistakes.
If there is something worth keeping from these nine months, it is this. What ranks is not always what we like to write the most. And what we like to write the most is not always what someone searches for at ten at night with the empty bottle next to the keyboard. Both things coexist in the same blog because both matter, although in quite different proportions.
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If you are curious to see what all this translates to outside the blog, here is the complete collection.
Written by the Fluye Bottle team