Do Blog Comments Really Matter in 2025?
Back in the days of yore, when Facebook hadn't even been a twinkle in Zuck's eye, blogs ruled what existed of the Web. "Normies" had only recently started to venture outside of CompuServ, AOL, Delphi, and the like.
In the primitive world of pre-Google Search, stumbling upon a well-written blog felt like finding a clean bathroom on the Interstate just in the nick of time. You had bounced around from link to link and weren't 100% certain how you had gotten there. First, you'd Bookmark the site because you were sure you couldn't find your way back here any other way. Then, you'd read the newest article. And, after all of that time and focus, you'd be presented with a textarea there at the bottom of the article that asked for your thoughts...
For **your thoughts**... Hmm... Well, okay, maybe you'll just leave something short. After all, you just read something that felt like it had value, ads had barely started to be a thing online and there weren't many (or any) on this site, so you hadn't felt like you had to wade through crud to get here. So, sure, why not validate the author of the article for their effort? Why not make that connection? Albeit virtually, with someone who you will never meet IRL...
This was before blogging had become a business; before, adsense and clickthrough rates; before monetizing and content farming. It was before all of that.
Yes, there was a before all of that.
The blogger was a Crier in the Emptiness. Setting words out into the digital void without anything to protect them. Even a note in a bottle felt more cared for than a blog back in the day.
But, then, not long after the rise of Blogger, WordPress, and the like, when we could finally use words like Blogosphere to describe our little corner of the Internet, the Spammers arrived. Automated comments that would take advantage of the fact that blog comments often allowed posters to link back to their own sites as part of their post (we were of course attempting to build a **web** of community, and what better way to aid that effort than to exchange links between the like minded) started to use those links toward their own SPAM-flavored ends.
It began to feel like an arms race: spam vs anti-spam, then captcha, then recaptcha, and finally AI Defeating All of That. Yes, in case you hadn't heard, the Artificial Intelligence can now defeat all of those stupid cryptic puzzles that we have solved over the years. In fact, our solutions were used to train the AI in the first place. So, what did we expect was going to happen? It never was about protecting us in the first place. It was about collecting data and finding a way to monetize it.
And, along the way, on the other side of the fence, mostly due to chasing clicks, each of which could earn the...