Substack Tags Part 2: The Controversy, The Data, and What 99% of Writers Still Don't Understand

Are you using Substack tags the right way? You might be surprised at what you're missing.

Mar 24, 2025

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Last week's newsletter about Substack tags blew up in ways I never expected.

First, let me address the elephant in the room: Some of you loved it. Some of you were skeptical. And judging by the messages in my inbox, a few of you thought I was completely making this up. 😅

"There's no way tag selection alone could make that much difference."

"This seems like overthinking. Good content is all that matters."

"I've been using random tags for years and I'm doing fine!"

Here's the thing: I get the skepticism. I really do. If someone told me I could potentially 10x my audience growth by changing a few dropdown selections, I'd raise an eyebrow too.

But the data doesn't lie (just google Substack growth hack and I am right there on the first page with not one, but 2 of my articles!!!).

And today I'm diving even deeper with new insights, addressing the skepticism, and sharing what our community poll revealed about how most Substack writers approach tagging.

The Poll Results: We Have a Problem

I asked how you're currently using tags in your newsletter, and the results are... illuminating:

54% of you are "Random tagging & hoping for magic ✨"
28% said "What tags? I ignore them 🙈"
10% have a "Strategic system that works! 📈"
9% answered "Tags? Is that a dating app? 🤔"

Let that sink in. 82% of writers are either ignoring tags completely or using them randomly without any strategy.

This isn't me judging — this is me seeing an enormous opportunity for those willing to approach tagging strategically while most others aren't.

The New Data: Even More Convincing

Since my last article, I've gathered data from 5 more Substack writers who implemented my tag strategy. The results after just 2 weeks:

The average growth? 189%.

And this isn't just view count. Sarah converted 73 new subscribers in two weeks compared to her previous average of 18.

The Controversy: Is This "Gaming The System"?

I've received several messages asking if strategic tagging is somehow cheating or "gaming the system."

Let me be clear: This is not a hack or an exploit.

This is understanding how Substack's discovery engine actually works and aligning your content with it. It's no different than:

A YouTuber understanding the algorithm
An author choosing the right book category on Amazon
A business owner optimizing their Google listing

You're not tricking anyone. You're helping Substack connect your content with readers who will genuinely value it.

What The Skeptics Get Wrong

The pushback generally falls into three camps:

1. "Content quality is all that matters"

Quality content is essential, but it's not sufficient. The internet is overflowing with brilliant writing that nobody sees. Distribution matters just as much as creation.

Think of it this way: You could be the world's greatest chef, but if your restaurant is hidden in an alley with no sign, you'll never serve a meal.

2. "This is too complex and time-consuming"

The initial learning curve takes about 90 minutes. The ongoing weekly tag audit? 20 minutes. That's a small investment for potentially doubling or tripling your audience.

As I shared in my workshop this week, once you have your system in place, this becomes as routine as scheduling your posts.

3. "I tried changing my tags and saw no difference"

Random tag changes ≠ strategic tag implementation.

When one writer told me this, I asked for details. Turns out they went from "Entrepreneurship, Business, Startups" to "Money, Success, Business" — still using hashtag-style tags rather than Substack's actual category system.

Proper implementation matters.

A New Perspective: Think Like a Librarian AND a Distributor

In my first article, I advised thinking like a distributor instead of a librarian when tagging. After some reflection and community feedback, I've refined this:

You need to think like BOTH.

Like a librarian, you should:

Categorize your content accurately
Create logical tag groupings
Build a coherent tag taxonomy over time

Like a distributor, you should:

Identify where your ideal readers browse
Test different category combinations
Analyze which tags drive discovery

The magic happens at the intersection of these mindsets.

The "Tag Equity" Concept I Haven't Shared Before

Here's something I didn't cover in my first article:

Just like websites build "domain authority" over time, your Substack builds "tag equity" in specific category combinations.

When you consistently publish high-engagement content under a specific tag combination, Substack's algorithm starts to prefer your content in those categories.

I discovered this accidentally when I published a lower-effort post with my established "Philosophy + Business" tag combination. Despite being objectively less valuable than my usual content, it outperformed everything else that week.

Why? Because I'd built tag equity in that combination through previous high-performing posts.

This compounds over time, which is why consistency with your winning tag combinations becomes increasingly important.

The Workshop Everyone's Been Asking About

After last week's article, my inbox was flooded with specific questions about implementation:

"How exactly do I track tag performance?"
"Which combinations work best for my type of content?"
"How do I find these 'tag gaps' you mentioned?"
"What does your weekly audit process look like?"
"How should I use tags when launching paid subscriptions?"

I hosted a workshop answering all these questions (and more) with complete transparency, sharing my actual tracking spreadsheet, the full process I used to identify tag gaps, my weekly audit checklist, and my paid launch tag strategy.

The complete system I've developed includes:

My tag performance tracking spreadsheet
The exact category combinations that perform best by content type
How to identify and exploit "tag gaps" in your niche
The weekly tag audit process that's accelerated my growth
How to use tags strategically when launching paid subscriptions

The workshop and all resources are available for you here:

Join here

For a limited time, I've reduced the price to $47 (normally $97) because I want to see more writers succeed on this platform.

And if you're a paid subscriber, you can access the entire workshop and all resources for free as part of your membership (scroll to the bottom to get your free access as a paid subscriber).

Not a paid subscriber yet? You can join now at 40% off - only until April 2nd.

Get 40% off forever

3 Quick Tag Wins You Can Implement Today

Not ready for the full system yet? Here are three quick wins you can implement in the next 5 minutes:

1. Fix Your Publication Tags

Go to Settings > Basics and make sure your Primary and Secondary categories are actual Substack categories, not hashtags.

2. Use the "Double-Category Backdoor"

For your next post, combine a broad category with a niche one. For example, "Business" + "Philosophy" or "Health & Wellness" + "Technology."

3. Create One Strategic Custom Tag

Create a custom tag that represents your unique angle on your topic. Use it consistently and feature it in your navigation.

A Final Thought: The Window Won't Stay Open Forever

As more writers adopt strategic tagging, its effectiveness will normalize. The current advantage exists precisely because most writers (82% according to our poll) aren't using tags strategically.

I'm sharing this now because there's a limited window where early adopters can gain significant advantages.

In 6-12 months, strategic tagging will be the standard, not the exception. The question is: Will you be ahead of the curve or catching up?

This Week's Challenge

Try the "tag rotation strategy" I outlined in my first article. Publish similar content types with different tag combinations and track the results. I'd love to hear what you discover.

Share your thoughts, skepticism, or success stories in the comments. I read and respond to every one.