Web Logs or ‘Blogs’ are being used in various ways these days, from personal websites to corporate websites and content management systems. They are used by individuals and corporations alike to create authoritative, independent voices on industries and politics, commicating ideas, starting grassroot movements, creating fresh content for websites with little or no HTML knowledge and many, many other reasons. Too many reasons, in fact, to cover in this post.

While reasons for use vary, the most common reason to blog is for traffic. Why invest money and time in a website if you don’t have traffic? In addition to traffic, ‘Blogging’ is also a way to become an authoritative voice on a topic without spending the traditional capital.

When you’re considering using a company, are you one of the many who ‘googles’ to research the decision? If not, you’re one of the few. Your blog will turn up in some search engine, somewhere.

Although you might think “no one is going to read this…”, someone will. Largely due to search engines constantly indexing the content of the internet and the fact that search engines are 24/7/365. In fact, over 1 billion users are on the internet daily, mostly using search engines to find their data.

The most common question about blogging, as with any new technology, is “where do i start?”. There are a list of do’s and don’t with blogs.

Do’s:

Use a system with a small learning curve.

Try some demos and think about if you can live with the system long term. Blogging is a lot like the gym, in that if it’s convenient and easy…you’re more likely to do it. If others are involved, the system needs to be even more convenient and easy.

Learn your software.

Once you decide on a software, learn it well. You will need to know how to format posts, link to other web urls and, possibly, insert images in your post. Learning your software makes it easier to post entries and will make your posts look better. Have your developer introduce you to the software to give you a starting place for using it.

Write about something others would like to read.

When you’re thinking about writing, think about what makes you stop and read something on the web. Most of us don’t read, unless the information is very useful or directly applies to our task at hand. The more useful and specific the information, the more likely the post is likely to be read.

Offer free information.

Want some great traffic? Offer free information. Free information educates your audience and, especially in sales, make you more effective. An educated client is a decisive client and most people use the web for research. The internet is like a river of information to readers. Don’t fight the current, little grasshopper, use it to your advantage!

Write scanable content.

Most of us don’t read, we scan. We have limited time and are inundated by data on a daily basis. If you want to get your point across, break your points into small paragraphs and easy sentences. Also, use plain english and uncomplicated language. You’ll reach a broader audience and your posts will be read more easily.

Use keywords or phrases you think will be searched as your topic and in your text.

This blog gets a lot of traffic on ‘Creating an Email Newsletter’ and ‘Passwordless SSH’ because these are items that people search in search engines. Use your web statistics to see what posts are gaining traction for traffic. This will help you see where you’re successful in getting traffic without being an Search Engine Optimization expert. Although, if you ever need an expert…

Be humourous and have personality!

Human nature has a tendancy towards disputing opinions and enjoying humor. Take advantage of these traits. Be yourself and don’t take criticism personally. Allow everyone to have their opinion, it keeps the conversation going.

Write about something you are passionate about.

Passion creates interesting content and makes post easy to write. Obligitory posting is as boring as any other obligitory thing. Xmas gifts given out of obligation…are what? boring…

Write about something you care about. If you don’t care about it, forget it. You, like your reader, have better things to do in life.

Be consistent.

I learned this the hard way. If you’re writing a professional blog about real estate, write about real estate. Don’t include posts about classic cars, flea markets or skydiving. Unless this is related to the real estate. Think about your readers. Why are they visiting? To read about real estate or skydiving? Dedicate your blog to one topic. You can always start another blog on another topic. Being specific about your topic is great for search engine traffic as well.

Don’t:

Don’t post gossip about competitors.

You’ve heard “If you can’t say something nice…”, this is similar but more like “If you wouldn’t say it to their face…”, don’t say it. Once your post goes out on the web, you can’t take it back. It will be cached and can be found. You can always post a revision or a recant, but you can’t always be sure the reader will see it. If the post can make you look bad, rethink it. There is always at least 10 other ways to say it.

Don’t bash your commenters.

You’re lucky enough to have them considering all the other options that are just a click away! Encourage different points of view for a more interesting discussion.

Don’t leave visitors in a dead end.

If you rearrange your blog, redirect old urls to the new urls. At the very least, use a tool that has a search utility so visitors can find the content they are seeking. Add your search form to your 404 (content not found) page.