A focused, well-written blog can get readers hooked on the blog and promote repeat visits to the website or garner subscriptions via RSS feeds and email newsletters. These recurring communications will help to tie potential customers to your site, encourage natural link building and increase repeat visits. Journalists are also more likely to follow a blog or subscribe via RSS than to visit the corporate site repeatedly. So, several avenues of search optimization and online marketing can be addressed with a single blog entity.

From the SEO benefits of business blogging to how it can help your customers, Jeff covers the basics of “who, what and when” of blogging. Read the full article at Practical eCommerce here.

1. Allowing title tags to be auto-generated (from the post title, category name, etc.). Every category page and most permalink pages (i.e. post pages) should be hand-crafted. Don’t just let the blog software reuse the post title or category name with your blog’s name tacked on in the front. Why? Because an ideal post title is seldom an ideal title tag. Optimizing your post title or category name by working in synonyms, multiple verb tenses, etc. into it can ruin its punchiness and thus its reader impact. For example, “Marketing on MySpace” makes for a great post title but “Social Media Marketing on MySpace, the King of Social Network Sites” makes for a title tag with broader keyword appeal.

   How would you accomplish this? If your blog is powered by WordPress, then you can use my WordPress plugin called SEO Title Tag. It even offers a “mass edit” administrative interface for making bulk edits across dozens or hundreds of pages at once. I am not aware of a similar plugin for Movable Type or other blog platforms, but perhaps this article will spur someone on to write it.

   If you don’t have the time or resources and wish to continue with auto-generated title tags, you should at an absolute minimum hand code the title tag on the home page, and then on the rest of the blog place the blog name at the end of the title tag rather than at the beginning (or remove it altogether). This will give you more uniquely focused title tags.

2. Letting pages get indexed that should never be indexed. Some pages shouldn’t be allowed into the search indices because they are either basically content-less (like the “Email this page” form or “Enlarged photo” pages) or because they are substantively similar to other pages (like the “Printer-friendly” pages). Peruse your indexed pages in Google using the site: query operator and look for which pages don’t deserve to be there. Then disallow them in your robots.txt file.
3. Having multiple homes for your blog. Does your blog have what search engine geeks refer to as “canonicalization” issues? If you can get to a page by multiple URLs, then the answer is “Yes.” For example, ries.typepad.com and www.originofbrands.com and originofbrands.com all lead to the same page.
4. Not using “optional excerpts” to minimize duplicate content. This may be known by other names in other blog platforms, but in WordPress the optional excerpt on the Write Post form is where you can define alternate copy to display everywhere but on the permalink page. That will make the content of the post unique to the permalink page, reducing the potential that you’ll lose rankings for duplicate content because the post would otherwise be included in its entirety on numerous pages, including archives-by-date pages and category pages.
5. Not using rel=nofollow to strategically direct the flow of link gain. Some internal links aren’t very helpful because they have suboptimal anchor text (e.g. “Permalink” and “Comments”). Some external links just leak link gain to nobody’s benefit, such as “Digg this” links.
6. Over-reliance on date-based archives. Most blogs organize their archives by month rather than by keyword. That’s a shame because the anchor text of links is so important to SEO, yet these date-based archives tend to have terrible number-based anchor text. Organizing your blog into categories is a step in the right direction, but implementing tagging and tag clouds across your blog is a much more search engine optimal approach. Then you can ditch your date-based hierarchy, or at least rel=nofollow all those date-based archive links.
7. No stability in keyword focus on category pages. When categories have been selected - at least in part - because of keyword research, then your category pages can be of great SEO benefit. But in order to really give those category pages the best chance at competing for their targeted keywords, the pages need stability in their keyword focus. However, in most cases the keyword focus jumps all over the place as new posts make it into that category page and old posts fall off. Using “sticky” posts which stay at the top of category page regardless of the age of that post will give you the opportunity to incorporate keyword-rich introductory copy into the pages. For example, the sticky post on the Politics category page at businessblogconsulting.com sets the stage with a keyword-rich, relevant and useful introduction to the posts within that category.
8. Suboptimal URLs. The most optimal URLs contain relevant, popular keywords and a minimal number of slashes, without any question marks. If using WordPress, be sure to change your “Permalink Options” to use rewritten URLs rather than the default of post IDs. If using TypePad or Movable Type, change from using the default of underscores to hyphens instead, as hyphens are preferred from Google’s standpoint. TypePad and Movable Type also tend to truncate URLs mid-keyword. Consider for example the post on the TypePad platform titled “Hotels, Hospitality and Social Media” which converted to a URL of http://bloombergmarketing.blogs.com/bloomberg_marketing/2007/08/hotels-hospital.html. Note how the URL was truncated and the works “hospitality” and “social media” were lost. If using WordPress, make use of the “post slug,” to custom write the filename of the post’s URL and eliminate throwaway words from the URL such as “the” that appear in the post title but add no value in the URL.
9. Only one RSS feed, and it’s not even optimized. Each category on your blog should have its own category, so that people who are mostly interested in just one topic can subscribe to - and hopefully syndicate - the category-specific feed. Same thing applies if you have tag pages hosted on your blog. Tag-specific feeds are great for users and for SEO. Optimized RSS feeds are ones that are “full text” not summary feeds, have more than just ten items (e.g. 20 or 50), have keyword-rich item titles, incorporate your brand name in the item titles, include important keywords in the site title, and have a compelling site description.
10. Offering suboptimal podcasts. If you are publishing podcasts on your blog, be sure to optimize the ID3 tag, include show notes with each podcast, create show transcripts (hint: CastingWords offers inexpensive podcast transcription), and ensure you have a presence in podcast directories like iTunes.
11. Putting your blog’s URL or your RSS feed’s URL on a domain you don’t own. Does your blog’s URL contain blogspot.com, typepad.com, wordpress.com, etc.? If so, please repeat after me in a Homer Simpson voice: “Doh!”. This is a disaster waiting to happen. What happens if you want to move to another blog platform or service provider? You won’t be able to 301 redirect. The best you can do is put up a “We’ve moved” post then abandon the blog. Like what my daughter had to do with her Neopets blog when she moved it from neopetcheats.wordpress.com to neopetsfanatic.com. Another mistake is using Feedburner without using their MyBrand service - which means that all your RSS subscribers are subscribing to a URL you don’t control. You’d be in a pickle if you ever wanted to change from Feedburner to another service. After Google acquired Feedburner, they made the MyBrand service free. So there’s no excuse for not using it. I use MyBrand with my blog, so my feed URL is http://feeds.stephanspencer.com/scatterings instead of http://feeds.feedburner.com/scatterings.
12. Using suboptimal anchor text when linking internally. It’s not uncommon for bloggers to use “here” or “previously” or similar suboptimal phrases as anchor text within post copy. Resist the temptation and use relevant keywords instead.

RSS feeds are changing the way people are consuming their media. You need to stay on top of this channel in order to remain competitive online.

Web 2.0 is also changing the way people interact with web properties. The user generated content phenomena is helping site owners to actively engage an audience and build community online.

This presentation will also discuss how one online publisher, www.dmnews.com, is leveraging the Web 2.0 tool kit.

Social Media Sites are emerging as a channel to be reckoned with online. If you are not participating in these communities you are missing opportunities for increased brand recognition and traffic to your sites.

You Will Discover:

• Best practices for RSS usage
• The benefits of user generated content
• Why tagging matters for website owners
• How industry leaders are leveraging Web 2.0
• How social media can bump up your traffic and impressions

This presentation was originally held on Tuesday, January 30, 2007 at The Country Springs Hotel in Pewaukee, WI.

In this article, Spencer discusses how blogs can serve as great marketing tools for non-profit organizations as well. Spencer also shares his success with, humanitarian organization and personal blog of former President Jimmy Carter, The Carter Center.

Spencer closes with 5 insider-tips for making the most of a blog.

Read this entire article and learn key blog concepts to put your non-profit on the blogosphere map.

• 1. Choose the Right Blog Software (or Custom Build) — I’d say that over 95% of the time, WordPress will do the job and will be scalable for future needs. I have yet to come across a client blog project that necessitated a custom-built blog software.
• 2. Host Your Blog Directly on Your Domain — Rand makes a bold statement: “Hosting your blog on a different domain from your primary site is one of the worst mistakes you can make.” I disagree. I can think of numerous examples where the blog is more trusted, more buzzworthy, and/or more linkworthy because it’s at an arms length from the company’s site. Consider the hypothetical example of an insurance conglomerate authoring a blog about getting a healthier lifestyle, in order to attract prospects to sell insurance to. Such a blog at Gettinghealthy.com sounds helpful and unbiased, whereas having it at metlife.com/gettinghealthyblog (remember, hypothetical example… metlife is just used here to illustrate the point) comes off as salesy and self-serving.
• 4. Participate at Related Forums & Blogs — I’d just like to make it clear that you’re not doing this for link juice (most links in blog comments and forum posts have “link condoms” (rel=nofollow tags) automatically added). Instead, you’re doing this to increase your visibility to, and credibility with, bloggers who read those blogs and forums.
• 9. Invite Guest Bloggers — I really like this idea, and I’d like to add my suggestion that you also do phone or Skype interviews of guests and podcast those on your blog.
• 15. Archive Effectively — Rand highlights a tough balancing act: “For search traffic (particularly long tail terms), it can be best to offer the full content of every post in a category on the archive pages, but from a usability standpoint, just linking to each post is far better (possibly with a very short snippet). ” I find the “Optional Excerpt” in WordPress to be invaluable for achieving this balance. The Optional Excerpt is one of the fields in the Write Post form that most bloggers ignore, but if you use it, you can code your non-permalink pages (like your category pages) to display the excerpt instead of the full post or instead of the paragraphs proceeding a “more” tag in your post copy. That’s exactly what we’ve done on my company’s corporate site, which runs on WordPress — for example, all the testimonials listed on our Testimonials tag page display excerpts. That gives you more flexibility to summarize and highlight particular sections or keywords from the full post.
• 16. Implement Smart URLs — Rand says that “just re-writing a ?ID=450 to /450 has improved search traffic considerably on several blogs we’ve worked with.” I would definitely agree with that. We too have evidence that a blog or site with rewritten URLs flows PageRank more efficiently throughout the site. So don’t rest on your laurels if you have a blog with dynamic URLs, even if your blog is fully indexed by the engines. Your pages will rank better if you rewrite the URLs.
• 19. Make Effective Use of High Traffic Days — What a great idea, to watch your traffic and increase your posting frequency and posting quality on days where your traffic is highest! It makes the best use of the traffic spikes. In fact, you might even want to hold back on publishing your very best posts and instead save them for high-traffic days.

1. Create a “safe haven” to experiment with blogging. Set up a private blog on your intranet or extranet, or start a blog that’s password-protected. Then offer access to that test to a selected audience. That will give your inexperienced bloggers comfort because they won’t have having to worry that all of your customers, competition, and the media are watching their every move. They’re trying to find your feet, so help them feel safe while they’re doing it.

2. Decide on a permanent home for your blog. The web address you choose for your blog should be one that you will be happy with for years to come. Remember the early days of the commercial Internet, and many a business card included an earthlink.net or aol.com email address? It made it very painful to switch email providers. (I know people that to this day still pay their AOL subscription only because they don’t want to lose their long-standing email address.) Similarly, it will become difficult to switch blog services if you allow the service to be part of your URL. For example, ehobbies.blogs.com, backcountryblog.blogspot.com, and sethgodin.typepad.com are all examples of blogs that are forever wedded to their blog platform — for better or for worse! If they switch platforms, all the links they’ve earned will be unavailable to their new blog. Links are the lifeblood of your search engine visibility, so the significance of this cannot be overstated.

   You may want to utilize the domain name of your online store (e.g. blog.ice.com). Resist the temptation! In most cases, your blog will be more successful in acquiring links from other bloggers by being at an arm’s length from your storefront, in other words by having a unique domain name (e.g. www.justaskleslie.com). Let me supply a hypothetical example. If a life insurance company has a blog about health and wellness and it’s at www.stayinghealthy.com, then that will most likely garner many more links (and consequently superior search engine rankings) than one at blog.lifeinsuranceco.com — particularly if the former isn’t too much of a hard sell for its life insurance products. (Remember, mastering the soft sell is the name of the game in the blogosphere.)

   This may seem like an oversimplification, since I haven’t discussed the branding implications, but I believe the “link-ability” of the blog is what will give your blog a long productive life in the blogosphere.

   Once you’ve settled on a URL for your blog, publish something at that URL straight away. Even if it’s merely some “Coming Soon” verbiage. This will help you establish a history for your new blog site and will help you avoid the “Google Sandbox” when the time comes for you to launch your blog for real. The Google Sandbox is a term used by us SEOs (search engine optimizers) to refer to the penalty Google applies to new sites with new domain names. Google created this as a deterrent to search engine spammers, but unfortunately legitimate marketers are often caught by this algorithm too.

3. Select a scalable, flexible, and user-friendly blog platform. There are so many solutions to choose from! Some are hosted services, such as TypePad, Blogger, and WordPress.com. Some are software packages that you install on your web server, such as WordPress, Drupal or Movable Type. Rather than pour over comparison charts, my advice is simply to go with WordPress (the software package, not to be confused with the hosted service at WordPress.com). WordPress is free, so the price is right. It’s highly configurable, since it’s “open source” and has a plethora of free, useful plugins written for it (I’ve compiled a list of my favorites). And it’s got all the functionality you’d ever need, all wrapped up in an easy-to-use interface. After I and my team at Netconcepts did extensive research on blogging packages, we came to the conclusion that WordPress really is the best.

4. Decide on a posting schedule. Try to post at least three times per week. Allow several hours per week for this. I typically spend 2 to 3 hours per week blogging. Don’t hire a ghostwriter for your blog, or you’ll get slammed by bloggers for lack of transparency (an unwritten rule in the blogosphere). As far as retaining readers, recency is more important than frequency. A couple weeks of inactivity makes the reader feel like nobody’s home. Conversely, having the latest post be only a day old makes the blog appear “fresh”. Personally, I don’t like keeping RSS feeds in my newsreader that haven’t had recent activity.

5. Get respected bloggers on your side. Building relationships with respected bloggers is absolutely key. Not only will they be more likely to link to you, but they will also offer advice and bolster your “street cred.” Posting thoughtful comments on their blogs is only the first step: do it enough and you may get on their radar, but it’s not enough. Attend blogger conferences like BlogOn and Blog Business Summit and meet bloggers in person. Keep the dialogue going through email and through phone or Skype conversations. Become an evangelist for businesses blogging and you will really get them on-side.

   Don’t be afraid to enlist the help of an expert. Many highly regarded bloggers are available for paid consulting. I’d also suggest you work with a web designer who’s very familiar with WordPress (assuming that’s the blog software you decide on). That way they aren’t learning on your dime, and they aren’t trying to steer you towards an inferior package because they are more familiar with it.

Parry turns to Founder and President of Netconcepts, Stephan Spencer for best practice advice on the blogosphere. Spencer contributes 5 Tips for Beginning Bloggers. These tips include:

1. Starting your blogging experience with an internal blog posted on a company intranet rather than initially sharing on the World Wide Web.

2. Choose an appropriate Domain name that you will be happy with, now and in the future. It is important to establish your presence on the Web and secure your tenure.

3. Use an easily customized and scaleable blog content management system (CMS). You will inevitably need to make changes and additions. Choose a CMS you will be able to maintain.

4. Remember to post frequently. Continual postings with build your reputation in the Blogosphere. This may even mean keeping a tight schedule of which days you will post.

5. Establish a report with your peers in the Blogosphere. Communicate with them, run in their circles, and comment on their sites. Keeping up relations is a great way to build your “Street Cred.”

Read this entire article and learn additional Blogosphere best practices and saving grace suggestions from Parry.

But in all seriousness though, there are things you can do to engage your readers more effectively. For instance, you can form a community where they all talk to each other. Most blogs, unfortunately, are abysmal at that. Even my blog really doesn’t do a very good job of bringing readers together and involving them in a group discussion. It’s entirely too easy to be up on one’s soapbox, to start a conversation and also finish it.

Here are some practical suggestions for making your blog sticky, courtesy of Performancing:

1. Design for repeat visits
2. Keep advertising minimal for repeats
3. Provide a recent posts list
4. Answer your comments
5. Use the right language
6. Post frequently
7. Have a private message system
8. Allow member posts
9. Include members in decisions
10. Don’t neglect the distributed community

It is easier to build a relationship and engage your reader if your site is sticky. My blog’s reasonably sticky because the author is so good and has such insightful things to say.

But seriously though, there are things you can do to engage your readers in some of the dialog. For instance, you can form a community where they are all talking to each other — most blogs are really abysmal at that. Even my blog really doesn’t do a very good job of bringing readers together and getting them to talk to each other.

So how do you get off your soapbox as a blogger and start conversations without finishing them, and let your readers take over?

Performancing has a nice list of practical things you can do to build online community of your blog:

1. Design for repeat visits
2. Keep advertising minimal for repeats
3. Provide a recent posts list
4. Answer your comments
5. Use the right language
6. Post frequently
7. Have a private message system
8. Allow member posts
9. Include members in decisions
10. Don’t neglect the distributed community

The list includes: PodPress, Popularity Contest, Google Sitemaps Generator, Akismet, Adhesive, Ultimate Tag Warrior, EmailShroud, Transpose Email, WP-EMail, WP-Print, Subscribe2, In-Series, Permalink Redirect, Gravatars, Subscribe to Comments. WP-Notable, A Different Monthly Archive, Related Posts, Related Posts for your 404.

That’s not quite 20, so I’ll add one more to that list — a suggestion from commenter Neville Hobson (thanks, Neville!) — FeedBurner Feed Replacement, which makes it easy to “migrate” your pre-existing RSS subscribers over to Feedburner once you sign up for the service (which is excellent, btw).