The buzz that search engine optimisation is generating has many bloggers asking the question "How do we optimise?" Blog optimisation deals with increasing search engine traffic and is similar to regular SEO. Like with any website, SEO for blogs involves on-site and off-site techniques. Let's have a look at the essential elements of a blog optimisation strategy.

Onsite Strategies

• URLs: Structure and name your URLs correctly. Ensure that your blog uses this format - "http://yourblog.com/2009/03/25/blog_post_title". Avoid links that are dynamic, as search engines have trouble indexing them.



• Headings: The h1, h2 and h3 HTML header tags should be sprinkled with keywords that you want your blog content to be indexed for.



• Redirects: A 301 or permanent redirect should be used on all URLs to allow your Page Rank to accrue and prevent content from being duplicated.



• Navigation: Provide your readers with a set of links for quick browsing through your older posts. Most blogging platforms allow visitors to view posts by day, month or year.



• Feeds: RSS feeds are a popular way of sustained blog viewership. They help build a fan base and can ensure steady traffic.



• Layout: Choose a design template that incorporates your brand if you are optimising a company blog. Alternately for a personal one, choose themes that mesh with your personality and online persona. Get rid of the default theme immediately!

Offsite Strategies

• Content: Your content should be free from grammatical and typographical errors. Keep your content short and lucid as far as possible. If you do have an exceptionally long post, make sure it is divided into paragraphs; use headings if you can.



• Links: Unfortunately, the myth that outbound links take away Page Rank still circulates the Web. Remember that links to a good website reaffirm to your readers that you are committed to providing value. They also help build relationships with other individuals and organisation that are similar or allied to yours.



• Socialise: Apart from linking to other blogs and websites, engage in conversations with these websites as well on various social media. Ensure that you reply to every legitimate query and relevant comment. For a company, a blog represents a more personal interaction with a brand. This one-on-one aspect can help create positive public relations.



• Be Regular, Be Unique: The more often you update your blog, the more often the search engine spiders will head your way. But make sure that you do not duplicate content because it affects Page Rank and the readers' perception of you (or your brand identity).