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Blogging                               40 tips in 40 minutes                                   @portentint                ...
Write.Publish.Observe.Adjust.
The 1st checklist
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www.mysite.com/blog                                 blog.mysite.com                                                       ...
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portent.comcopyright 2011 Portent, Inc.   conversationmarketing.com
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Pubsubhubbub                                                           portent.comcopyright 2011 Portent, Inc.            ...
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Fit the scroll, not the screen.                                                                     portent.comcopyright 2...
portent.comcopyright 2011 Portent, Inc.   conversationmarketing.com
Search                               Apple                  Store             Mac                  iPod                 iP...
Practice data-driven blogging.
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copyright 2011 Portent Interactive
copyright 2011 Portent Interactive
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1 2                                     I’m also excluding                                     branded terms.copyright 201...
copyright 2011 Portent Interactive
My keyword map:                                                                       Estimated volume if we              ...
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copyright 2011 Portent Interactive
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Interlink. Create hubs.                sniffHow to: Relax
Interlink. Create hubs.                                           woot!                        How to: RelaxRelax and live...
Interlink. Create hubs.                                                   woot!                                How to: Rel...
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When you write...
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Make Stumblers stop.                                                           portent.comcopyright 2011 Portent, Inc.    ...
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sup?
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<img src=”froggy.jpg” height=”250” width=”250”>                                    oy. this is                            ...
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How to: Write great headlines                                                                            portent.comcopyri...
How to: Write great headlines                               5 reader-grabbing headlines                                   ...
How to: Write great headlines                               5 reader-grabbing headlines5 headlines grabbier than a Glen Be...
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Conserve link authority.oh god! thetag cloudsgone feral!
Conserve link authority.
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Conserve link authority.
Conserve link authority.         January 2010         2009 (21)         2008 (21)
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Content curation
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Write.Publish.Observe.Adjust.
Stalk me         @portentint        portent.com      ian@portent.comconversationmarketing.com                             ...
Blogging Best practices: 40 tips in 40 minutes
Blogging Best practices: 40 tips in 40 minutes
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Blogging Best practices: 40 tips in 40 minutes

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My blogging best practices slide presentation from Search & Social Hawaii.

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  • Please. Really.\n
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  • If you use WordPress, there&amp;#x2019;s a plugin. If not, but you use Feedburner, you can just turn on the &amp;#x2018;Pingshot&amp;#x2019; option. Or you can install it yourself, if that makes you feel special.\n
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  • Make sure that each section of your post fits in an average browser window, though. If you look at this one you&amp;#x2019;ll see that each of the numbered items at least comes close to a decent fit. I&amp;#x2019;ve tested, and breaking up a page this way can boost time-on-page by 40%+.\n
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  • One lonely page.\n
  • Don&amp;#x2019;t just write one blog post. Write series. Write connected/related posts.\n
  • Don&amp;#x2019;t just write one blog post. Write series. Write connected/related posts.\n
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  • Easiest way to do that is with a great image. And not just an image - you need to do something with it. Don&amp;#x2019;t rely on stock photography to make a Stumbler pause.\n
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  • Plugins for WordPress.\n
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  • You also need to resize images in a photo editor, not using the height and width attribute.\n\nI see many cases where an image that&amp;#x2019;s 300 x 300 pixels (dots) on a page is actually a 600 x 600 pixel image that&amp;#x2019;s been scaled in the HTML itself.\n\nYour content management system probably lets you scale images by a % or specific dimensions when you insert them into your articles. But most of those systems don&amp;#x2019;t actually resize the image - they don&amp;#x2019;t take the original file, smush it down, and then save that as a new, smaller file. Instead, they wedge the original file into a smaller space by using some code: The height and width attributes of the IMG element. I won&amp;#x2019;t nerd out about it - you can look that up if you need to.\n\nWhen that happens, the page still delivers the humungous image file. Visiting browsers and search engines have to take the time to download an image that&amp;#x2019;s larger than necessary in both dimensions and file size. \n\nAnd, visiting search engines can&amp;#x2019;t properly classify the image. Google and other engines classify images by dimension. If you scale your images in the HTML code, you&amp;#x2019;re forcing the search engines to take an extra step. Why do that? Don&amp;#x2019;t!\n
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  • First, if you are responsible for formatting your images, compress them! Look at this image.\n
  • Then look at this one. It&amp;#x2019;s 18 kb. Almost 1/4 the size. It&amp;#x2019;ll load faster, which means more people will use it (because they don&amp;#x2019;t have to wait). It also means search engines are more likely to index the image.\n\nThis isn&amp;#x2019;t really part of fully descriptive or properly classified, but it aids in both. Slow loading images don&amp;#x2019;t perform as well in the rankings, and they sure don&amp;#x2019;t get as much love from your readers.\n
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  • This isn&amp;#x2019;t a bad little headline. It&amp;#x2019;s clear. It&amp;#x2019;s got &amp;#x2018;how to&amp;#x2019; to get things moving. \n
  • This is better. It implies grabbing. Grabby marketing must be better, right?\n
  • Ah - HAH. This one&amp;#x2019;s better. It draws a connection between the topic and something that&amp;#x2019;s on folks&amp;#x2019; minds. An old, old advertising trick.\n
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  • I keep a record of blogs and sites where I need to regularly participate. And I use a CRM tool to keep track of who I should contact when. \n
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  • The tag cloud - omg.\n
  • The tag cloud - omg.\n
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  • Don&amp;#x2019;t put stupid links on every page.\n
  • Don&amp;#x2019;t put stupid links on every page.\n
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  • Transcript of "Blogging Best practices: 40 tips in 40 minutes"

    1. 1. Blogging 40 tips in 40 minutes @portentint portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    2. 2. Write.Publish.Observe.Adjust.
    3. 3. The 1st checklist
    4. 4. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Put your blog on your portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    5. 5. www.mysite.com/blog blog.mysite.com portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    6. 6. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use a spell checker. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    7. 7. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use WordPress. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    8. 8. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use a framework. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    9. 9. portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    10. 10. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use W3 Total portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    11. 11. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Install Digg portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    12. 12. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 Create a keyword portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    13. 13. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Install an XML sitemap generator. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    14. 14. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    15. 15. Pubsubhubbub portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    16. 16. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    17. 17. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Fit the scroll, not the screen. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    18. 18. Fit the scroll, not the screen. portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    19. 19. portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    20. 20. Search Apple Store Mac iPod iPhone iPad iTunes Support iPod shuffle iPod nano iPod touch iPod classic Apple TV Accessories Download iTunes 10 Products iTunes and more Compare iPod models. iPod engraving. iOS 4 Update iPod everywhere Corporate Gifting Watch the Keynote. Find the one that’s Free. Only from the 100+ new features. At home. At work. And Special pricing on iPod Steve Jobs unveils the perfect for you. Apple Online Store. Free for iPod touch and anyplace in between. models. new iPod lineup. iPhone. Free download. Endless entertainment. Your music, movies, TV shows, apps, and more. The best way to follow your favorite artists and friends — and discover the music they’re talking about, listening to, and downloading. iTunes is home to everything that entertains you. Learn more iPod iPod More iPod iPod Everywhere iPod Resources iPod touch In-Ear Headphones Nike + iPod Download iTunes 10 iPod classic Accessories iPod Car Integration iPod in Education iPod nano Apple TV iPod Tours iPod Support iPod shuffle Corporate Gifting Accessibility (PRODUCT) RED Compare iPod Models portent.comcopyright 2011 Portent, Inc. conversationmarketing.com Shop the Apple Online Store (1-800-MY-APPLE), visit an Apple Retail Store, or find a reseller. Apple Info Site Map Hot News RSS Feeds Contact Us
    21. 21. Practice data-driven blogging.
    22. 22. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Build a listening center. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    23. 23. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    24. 24. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use analytics to find what’s worked. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    25. 25. 1 2copyright 2011 Portent Interactive
    26. 26. copyright 2011 Portent Interactive
    27. 27. copyright 2011 Portent Interactive
    28. 28. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Target opportunity portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    29. 29. 1 2 I’m also excluding branded terms.copyright 2011 Portent Interactive
    30. 30. copyright 2011 Portent Interactive
    31. 31. My keyword map: Estimated volume if we get to #1. Current ranking page, if Current rank and search any. volume.copyright 2011 Portent Interactive
    32. 32. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Balance engagement and opportunity. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    33. 33. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Expand your portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    34. 34. copyright 2011 Portent Interactive
    35. 35. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Create hubs. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    36. 36. Interlink. Create hubs. sniffHow to: Relax
    37. 37. Interlink. Create hubs. woot! How to: RelaxRelax and live longer How to not be like Ian Relaxation techniques
    38. 38. Interlink. Create hubs. woot! How to: Relax Relax RelaxRelax and live longer Relax How to not be like Ian Relaxation techniques
    39. 39. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Don’t watch conversions portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    40. 40. When you write...
    41. 41. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Make stumblers portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    42. 42. Make Stumblers stop. portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    43. 43. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Add personality to portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    44. 44. sup?
    45. 45. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Scale images first. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    46. 46. <img src=”froggy.jpg” height=”250” width=”250”> oy. this is very cramped.
    47. 47. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Optimize portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    48. 48. 115 kb
    49. 49. 18 kb
    50. 50. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Avoid portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    51. 51. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Have a decent 404 page. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    52. 52. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 What the hell is that?! portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    53. 53. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Reply to portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    54. 54. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Don’t reply portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    55. 55. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Don’t publish portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    56. 56. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Write headlines for attention. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    57. 57. How to: Write great headlines portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    58. 58. How to: Write great headlines 5 reader-grabbing headlines portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    59. 59. How to: Write great headlines 5 reader-grabbing headlines5 headlines grabbier than a Glen Beck rally im wandering in darkness portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    60. 60. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Systematically build relationships. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    61. 61. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 portent.comcopyright 2011 Portent, Inc. conversationmarketing.com
    62. 62. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Minimize tags. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    63. 63. Conserve link authority.oh god! thetag cloudsgone feral!
    64. 64. Conserve link authority.
    65. 65. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Limit the archives portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    66. 66. Conserve link authority.
    67. 67. Conserve link authority. January 2010 2009 (21) 2008 (21)
    68. 68. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Limit ads. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    69. 69. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Limit ads. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    70. 70. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Pick on companies, not individuals. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    71. 71. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Repurpose content. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    72. 72. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Have a sense of humor. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    73. 73. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Post your posts. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    74. 74. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Measure response & build a routine. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    75. 75. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Don’t be afraid to re-tweet. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
    76. 76. Content curation
    77. 77. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use your listening center. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
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