7 Blogging Steps Even Veteran Bloggers Forget

Originally published in Blogger and Podcaster Magazine and updated. I write for a variety of online and offline magazines. They’ve graciously permit me to republish my articles.

Participating in a recent multiple guest blogger event, I edited and review posts by many top bloggers before publishing. I was rather stunned to find that even veteran bloggers sometimes forget the most basic blog writing and search engine optimization techniques these same bloggers frequently blog about.

There could be many reasons why these basic blogging tips were overlooked. They could have been in a hurry, a little lazy, or maybe they think these things aren’t important any more, but they are often critical to the success of an article.

Search engine optimization techniques improve your blog’s ranking in search engine results. If the search engine can move easily through your blog without interruption or error, you have a good start on inclusion in a search engine’s search results. Where your blog appears in those search results is based upon what Google calls PageRank and TrustRank, algorithms that score your blog and blog posts ranking in the results based upon a number of factors. [NOTE: Google has taken their PageRank data offline but the principles have not changed.]

The steps these veteran bloggers missed were critical to improving the blog’s page ranking.

Words are most important to determining your ranking in search engines. Search engines can’t “see” nor evaluate images or podcasts. How words are used, and where they are found within your blog post, influences the PageRank score. These words, known as keywords, are the search terms used by those searching for your blog post. If you don’t use keyword-rich content, searchers can’t find you.

When you use the following SEO, page ranking, and blogging techniques on your blog, you win favor not just with search engines, but with readers. The easier you make it for the reader to read and enjoy your blog posts, the more willing they are to dig deeper into your blog and return for more.

Most of these techniques helped many top bloggers get to the top blogging spot. Just because they’ve forgotten how it works, don’t you forget.

1. Writing Good Links

Basic SEO 101 covers the benefits and power of links, so why do so many bloggers ignore their links? Web links are required by web and accessibility standards to feature descriptive text within the anchor HTML tag and the anchor text. The PageRank algorithm uses the keywords within these areas to add or subtract from the final score.

A good link in a blog post or website requires the following:

Descriptive Anchor Text: The text within the link must describe what the link is to, or contain words that give the reader a clue as to the link’s content. It should never be the words “this” or “that” or the dreaded “click here” or “here.”

I recommend this <a href="http://example.com/article-about-dogs/" title="Article on Dog Behavior">article on dog behavior and training</a> as a good resource...

Link Title: Inside of the anchor tag, the title attribute is required to meet web standards for accessibility and must include a description of the link’s destination, title, and/or content. For example:

I recommend this <a href="http://example.com/article-about-dogs/" title="Article on Dog Behavior">article on dog behavior and training</a> as a good resource...

Tags Inside of Links: If the link is a tag, then it should be marked accordingly with the tag attribute. Not all links are tags, but if they are, include it. The tag word or phrase becomes the text within the link, not the descriptive title text. For “dog behavior” as a tag, you would use the following:

I recommend this article on <a href="http://example.com/article-about-dogs/" title="Article on Dog Behavior" rel="tag">dog behavior</a> and training as a good resource...

[NOTE: Tags are not currently recognized by search engines or directories except for Technorati. It doesn’t hurt nor help to identify links as tags.]

Do Not Force Links to Open in a New Window: In the old days of the web, the worry was that the visitor would click a link and never come back. Forcing links to open in a new window was believed to keep the visitor coming back to the source. Today, the world honors those who make good recommendations on their blogs, inviting the visitor to leave, which in turn, encourages them to come back without being forced to return.

Forcing links to open in a new window now violates web and accessibility standards, and can even cause the blogger to lose readers. The ability for Firefox, Chrome, Internet Explorer, and other browsers to open web pages in tabs instead of full windows with a click of the center button of the mouse gives control back to the reader, letting them decide how they want to visit link recommendations. Most know how to use their back button.

Currently, the only acceptable reason to force links to open in a new window is when featuring a demonstration or tutorial requiring the reader go back and forth between the post and the demo. Such a link requires a warning on the link such as:

First, view this video (opens in new window) featuring a new method for training a dog to obey the sit command. When you come back, I'll describe the pros and cons of this method...

2. Writing Descriptions for Images, Podcasts, Flash, and Video

If we can’t read it in words, search engines can’t see it. Nor can web users who are visually or physically impaired relying upon machine text readers to read a web page to them.

Images, podcasts, video, any graphic or visual element with no written words needs words to speak on the visual element’s behalf, helping the reader understand what they are about to see or hear. Keywords and search terms found in and around links to images, podcasts, flash, and video add to the wealth of page ranking scores, especially when they match the keywords within your post title and links.

Put Descriptions in Images: The description attribute inside of the image HTML tag describes the image in words for those who can’t see, and for search engines who are also blind.

<img src="http://example.com/images/dog1.jpg" alt="Poodle dog chasing a ball in a field, copyright Alexi Smyth" />Playing ball with dogs is a great way to exercise, both you and the dog...

Put Descriptions Around Non-Text Elements: If you are embedding a video, podcast, or flash in your blog, add a description within the code, but also within the post content. Use keywords and search terms people will use to find the multimedia. Describe the multimedia element so search engines can find the information and show case it, and give the reader a reason to click and enjoy.

Include an Outline or Transcription: For video and podcasts embedded in your blog, let the readers read the content within, not just see it. Video and podcasts need to have the minimum of an outline, at most, a transcript, of the content. Include a list of the links discussed in the video or podcast. This helps with SEO and encourages readers to click through to view or listen to the multimedia if they know in advance the value within.

3. Use Headings Appropriately

Reading a blog post, especially huge paragraphs and long posts, can be hard on the eyes. Break up content into smaller chunks with headings.

Headings involve usage of the heading HTML tags: h2, h3, and h4. As the number gets bigger, the size of the heading should grow smaller, as well as the emphasis, creating an outline form of subtitles and section titles.

Headings divide the content into sections, encouraging the reader to jump down through the text to the section of most importance to them. Headings also draw the eye through the post content, like breadcrumbs, leading them through to the end.

Use descriptive words that tells the reader what each section is about, and use keyword-rich content to improve your search engine optimization and page ranking score. Words inside of HTML heading tags get extra points when they match the keywords within your post, post title, post links, and image tags.

Many bloggers create headings without using the HTML tags. They wrap the words in a bold and/or capitalize them. Use the appropriate headings HTML tag for your blog’s design as that carries more weight with SEO than the bold tag.

4. Break Paragraphs Up

It’s very hard to read long columns of unbroken text on a web page. Most readers read the first line or two and then skip down to the next paragraph, scanning rather than reading.

Blog writing is different from other writing forms because of the visual on-screen element. It’s harder to read on a screen than on paper. Thus, it’s easier to read content in smaller chunks of text.

Traditional writing groups concepts together. An idea is expressed, explained, justified, then summarized at the end of the paragraph.

Blog writing divides concepts into parts and pieces, where the idea is expressed in one paragraph, explained in another, justified in another, and the summary is in another paragraph.

Repeated research shows that the easier the article is to read, the more likely the reader is to make it to the end of the material no matter the length. Headings, lists, and smaller paragraphs help move the eye through the content.

5. Use Blockquotes Appropriately and Correctly

Blockquoting is the process of quoting or referencing a portion of content from another blog post. It is generally wrapped in a <blockquote> HTML tag and indents the content, as well as adds some style to make the quoted content stand out from the rest of the text visually.

Blockquotes are usually preceded or followed by content with a citation link to the referenced blog and/or blog post. Sometimes, the citation is included within.

Many bloggers use the blockquote tag as headings, to indent, make lists, or highlight something they’ve said, like a pull-quote in print media, rather than as a quote from another source.

The blockquote tag is specifically for quoting, not for design elements. There are other design elements for creating headings, indentions, lists, or pull-quotes. Use the appropriate HTML tags for the appropriate design elements.

6. Abusing Bolds and Italics

There is no reason why a blog post must be filled with a lot of bold text within the post content, making it look like an old print advertisement. With the correct use of headings, lists, and other elements, the excessive use of bold and italic is abusive and distracting.

Did your eye hopscotch through the above paragraph? You didn’t read it, you just skimmed it, going from bold to bold to bold. In this paragraph, you are probably wondering about the italic emphasis instead of what it is really saying.

Headings and lists draw the eye naturally through the post. The eye stops on bold words. When the bold emphasis is abused, the eye jerks through the post, without the mind absorbing the content. Anything that distracts the reader along the journey risks losing the reader for good.

Bold should only be used for headings, titles, subtitles, and bullet references. It is also used in technical writing in instructions such as “To view blog comments, click on the Comments panel.”

Italics should be used for specific emphasis, such as on emotions, foreign, or unusual words. It is also used for proper titles of things like books and movies. The abuse of italic for air quotes should be not used or used “judiciously” as it often distracts the reader. If you can’t imply the air quotes in your writing, italics won’t help.

7. Stop Writing Bad Post Titles

What are the following posts about?

• Links for the Week of 08-26-07
• I think I’ve found it
• Wow! That was cool!
• I did it again
• Some people never learn
• You should have seen it
• Some Tips for You

Even veteran bloggers forget that the post title tells the whole story. Titles can make or break a potential visitor’s willingness click through to that blog post in their feed reader or search results. Would you click through on any of those titles?

An effective blog post title must do the following:

• Summarize the post content.
• Set expectations for what the reader will read.
• Contain keywords and search terms.
• Catch the reader’s eye.
• Be useful.
• Make them click.

What Are You Forgetting In Your Blog Posts?

These were the most common mistakes I found within the code and style of these veteran bloggers – they should know better. What about you? What are you forgetting or overlooking to do within your blog posts to improve their search engine results and readability? What might you be forgetting to do that interferes with your blog’s content and potential success?

The key to writing effective blog posts is found within the balance of words that go into the post content and the code that supports them. Make your blog search engine friendly, and in turn, you make your blog reader friendly.

Related Articles

• W3C (World Wide Web Consortium) for Web Standards
• W3C Web Accessibility Initiative – International Initiatives, Standards, and Laws
• W3 Accessibility Guidelines
• Do-It-Yourself Search Engine Optimization Guide
• Writing Effective, Attention-Getting Headlines and Titles on Your Blog
• Secret Out: Out Google Ranks Websites
• The Power of the Link
• How People Search the Web and How They Can Find Your Blog
• How Search Engines See, Search, and Visit Your Website
• Website Development – What Needs to Be Done and How Much Does It Cost
• Site Optimization – Checking Loose Links
• More Website Design Mistakes
• More Than You Want to Know – Search Engine Articles, Information, and Resources
• 10 Things You Need to Know Before You Blog
• WordPress and SEO Tips and Techniques
• Accessibility Wins SEO Plus Plus

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Copyright Lorelle VanFossen.