Blogs have the following elements:
A. About Page/Link: Usually for collaborative blogs, but sometimes about the firm’s purpose in blogging. Features the name and short bios for the differentiate contributors. Often each author’s name will link to a page of all the author’s posts. Alternately, names may link to the author’s full bio on the firm’s website.
B. Archives: Searchable and often also offered chronologically (though that method is only useful to those who remember when something was written) to locate prior posts
C. Author: Indicator of which human actually wrote the post. If the blog has a single author, the author tag is left off of individual posts because he or she is identified predominantly elsewhere on the body of the blog. Posts should not be made by “Admin” or without clarity as to who created that content. A user should never have to dig around to find out the name of the human(s) behind the blog.
D. Blogroll: List of links to other related/relevant websites or blogs that readers would find of interest. Multiple lists (with distinct headings) are often found. Without a blogroll, a blog comes across as an old-school corporate platform rather than part of a community. It’s important to have a blogroll and continue to add new resources to it as you discover them. Featuring a blogroll is smart (and, dare I say, “a must”) if you want to be perceived as a good blog-citizen by giving a nod to other great blogs—even those of competitors!
E. Category: Individual posts are usually assigned to at least one, and not more than three categories or “topics.” Categories are usually important key phrases of one to three words and they appear in the blog’s side bar. They help the viewer understand the context of your site so they should be well-chosen and a blog shouldn’t have more than 20 or so. Categories are the primary means of navigation for users who land on your blog. Good category names create “stickier” users. Bad category names confuse or fail to interest users.
F. Comments: A software feature that allows readers to leave their own comments and reactions to the author’s post. Opening the door to conversation is a critical component of a blog. Most platforms enable comments to be turned off but this is a mistake. Most experts agree that a blog without comments is not truly a blog. Blog software accommodates comment monitoring so there is no reason to worry that inappropriate content will appear on your blog without your knowledge.
G. Date/Time Stamp: The date and time the post is written. Posts displayed in reverse chronological order (most recent first).
H. Links: Every blog post should contain links to external resources. Link heavily and often, even to competitors. By linking to others, your site elevates in rankings. The words you highlight to “form the link” are called anchor text and the more descriptive those words are, the better. Linking to a competitor helps you come up in searches when their name is sought. It’s a beautiful thing!
I. Permalink: Each blog post has a unique web address (aka URL or URI). This allows you and others to link directly to a post when either referencing it in another blog, on a website, in an email, on Linked In, Twitter or Facebook.
J. Post: One unique blog entry containing as little as a sentence and up to, usually, no more than 1000 words. Should also contain links to other webpages, and may include supporting graphics or photos.
K. Post Title: Critically important, each post has a unique title. The title can be a single word, a pithy phrase, or more like a news headline. The better your title, the better your readership. Compelling titles that hint to what’s delivered within are best. Questions also work well as titles. The post title itself is a clickable link directly to the full post, the same as the permalink.
L. TrackBack: This is the name of a method for one blog post to link to another blog post. It automates