Update: How I've Managed Google Algorithm Updates And Discovered New Revenue Streams

Starter Story

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Published: December 29th, 2022

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, PubClub.com

$2K

revenue/mo

Founders

Employees

PubClub.com

pubclub.com

from San Diego

started April 2001

$1,999

revenue/mo

Founders

Employees

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Want more updates on PubClub.com? Check out these stories:

1. I Missed Out On A Party In Amsterdam. So, I Decided To Build A Profitable Tourist Guide Website (2021) ➜

This is a follow up story for PubClub.com. If you're interested in reading how they got started, published almost 3 years ago, check it out here.

Hello again! Remind us who you are and what business you started.

Hello. I am Kevin Wilkerson and I am a communications specialist.

Specifically, I am a content writer with Public Relations know-how, a live video podcast co-producer and co-host, and owner and publisher of PubClub.com, a lifestyle website. Also, I am a tour guide here in San Diego.

I have been featured before in Starter Story with this very nice profile.

Specific to the website and podcast, which is the focus of this article, the audience for both is anyone seeking “boots on the ground” information on lifestyle, travel, food & drinks, nightlife, and events such as festivals, all around the world. Revenue is steady at about $2,000/month.

Tell us about what you’ve been up to. Has the business been growing?

I am a big college football fan and of my alma mater Alabama in particular, so I pay close attention to Head Coach Nick Saban. One of his principles is to keep evolving; if you don’t embrace change and keep up with the times then you are not going to succeed. Applying that philosophy to PubClub.com, I have gone beyond simply writing articles.

Taking advantage of the popularity of TikTok, I have become very active on it, creating posts on trivia, travel and featuring a Drinking Tip Of The Day, which consistently gets hundreds and sometimes thousands of views.

Most recently, I have launched a second TikTok account in conjunction with my friend Ray Dussalt. The goal is to provide short videos with tips on what to do if you only have 72 hours in a destination.

This is supported by articles on PubClub.com,and I am encouraged by its strong start. I have also received excellent social media training from James Hills of MenWhoBlog.com, and that has helped me elevate my social media game.

I continue to add fresh content to the website as well as co-produce and co-host the live video podcast, PubClub LIVE!,with co-hosts Soul Cole and PubClubette Ashley Semosh. I have added it to several podcast channels including Apple and Amazon podcasts and have been reaching out to other podcasters to build awareness for the show. This past year we had rock star Sammy Hagar as a guest!!

While I wish I could report that all this activity has resulted in tremendous growth for the website, there are so many challenges in today’s environment that it’s difficult enough to maintain what I have, let alone have it grow.

I’m not a quitter. tho, and often feel I am one idea or post away from getting back a lot of those lost page views of the past and resulting revenue. It’s like playing golf – you may have a bad round but you make that ONE good shot that brings you back the next time.

The website occasionally takes a backseat to any PR or writing projects I may be working on at the time so I sometimes go late into the night to catch up on it. I also really enjoy being a tour guide in San Diego, especially giving tours on e-bikes. The company is Another Side of San Diego Tours.

It’s always beneficial to get other people’s thoughts because they often see things that become so obvious when they point them out to you.

What have been your biggest challenges in the last year?

The biggest challenge with the website has been coping with yet another Google search algorithm change. The people in charge seem determined to get rid of small websites for some reason and I am working every day to try and fight this situation.

Google claims it rewards sites with the highest search rankings that have been around the longest, and few have been around as long as PubClub.com; it first went live back in 2003. I wish the search team would be true to its word.

Another challenge has been learning that while experience is invaluable if you’re at a company it can sometimes be a disadvantage if you are looking to join a company. Some companies seem to prefer to hire inexperienced people so they can be molded into what the company wants rather than experienced individuals.

I have been seeking to join a PR agency either on a contract or full-time basis – frankly, I would prefer it to be as a contractor to work on specific projects – and it’s been a challenge to find the right fit. But I’m like pokeweed; cut me back and I just come back stronger.

What have been your biggest lessons learned in the last year?

I knew this already but I have had to remind myself not to be drawn into click-bait, sensational headlines. I thought yellow journalism had disappeared with the demise of the Hearst newspapers back in the late 1800s but unfortunately, it’s thriving today. I began my career as a reporter on daily newspapers and I don’t want to stoop to that tactic on my website.

Also, I applied something I learned from a PR agency I was working for this past year and that is to make a daily log of what needs to be done and what was accomplished each day. That helps me to keep better track of assignments, events and projects.

What’s in the plans for the upcoming year, and the next 5 years?

I am excited about the potential of the 72 Hours idea and plan to spend a considerable amount of time to see if it can be a popular and profitable part of PubClub.com. The goal is to attract sponsors and advertisers. That is also the long-term objective of the @PubClub TikTok posts.

I am excited about PubClub LIVE!, and plan to monetize it by reaching out to tourism boards, hospitality PR agencies, wineries, and beer and spirits companies to pitch them to host the show for a fee.

My vision is to create a unique niche in a crowded landscape and to keep evolving by staying alert to new trends and what’s hot. Going to where the people are is the key to long-term success when you have a website and are seeking a social media audience.

What’s the best thing you read in the last year?

My articles! Ha. I read a lot because that’s what good writers do – we read other good writers. I’ve not read any great books in the past year but I enjoy newspaper columnists. Terry Pluto of the Cleveland Plain-Dealer is one; I worked with Terry at the Savannah News-Press and he is a great writer who is extremely observant about what he sees and covers. I also want to dive into a series of books by Eric Chance Stone such as Blue Waters, which are available on Amazon.

Advice for other entrepreneurs who might be struggling to grow their business?

My biggest tip for any entrepreneurs who are struggling and want their business to take off is to keep at it if it’s your passion and your dream. Talk to others to get their input – is it a good idea, what can I do to improve it, etc? – and listen to them.

It’s always beneficial to get other people’s thoughts because they often see things that become so obvious when they point them out to you. That has happened to me too many times to count and their observations are almost always right.

Are you looking to hire for certain positions right now?

Not at this time but if any aspiring writers want to contribute to the website, I will certainly consider them. I can’t pay right now but I am a good teacher because I’ve had a few myself. I can pretty much guarantee you’ll learn a few things that will improve your writing.