If you are just starting your blog and would like to have some basic advice on which key rules to follow to be effective, there is a lot of advice to follow.

Photo credit: Matthew Bowden

You should be aware that there is no "standard" blog approach and that what really counts is how effective you are at communicating to your selected audiences the messages or news you want to get across. From personal diary to magazine-style there are a lot of approaches that can be effectively used to make blog-software become a powerful PR, marketing, or online publishing tool.

Though, there are no hard and fast rules on how to blog, I can safely say that Sharon Housley (ironically a non-blogger by choice) ten-point advice on what to pay attention to when blogging online is a good and well-updated summary of some of the most important things to pay attention to.

Though Sharon is not an active blogger herself, she spends most of her time studying and experimenting with the latest and most effective online publishing tools in order to make the promotion and marketing of her own products and services more effective. In this respect Sharon's advice is even more valuable as it comes from an external researcher seriously dedicated to identify what works from what does not.

1) Stay on topic
Opinions are generally accepted but the content of the items in the blog should all relate to a general theme. Unless you have an uncanny knack for wit, humor or cynicism, the majority of your readers will be interested in the content that relates to a specific defined theme or loosely defined area of interest. Most readers won't care that you eat Cheerios for breakfast. They may, however, be interested in the fact that vinegar takes out stains and that toilet paper rolls make great wreaths. Define a topic and stick to it. This will ensure that you create a loyal following of interested readers.

2) Be informative
If you are attempting to create the impression that you are knowledgeable about a specific industry or sector, be sure that you stay current on news. If you are endorsing a product or voicing an opinion, be sure to check your facts; your reputation is at stake. If you are offering an opinion, be sure to qualify your post, making it clear that the content is intended as an editorial.

3) Old news is not news
While blogging every day can be a drain, it is important that the information presented is current and accurate, writing an article or blurb about something that happened 6 months ago, will not be of interest to many. Telling your audience that Martha Stewart was convicted and will be going to prison, after her sentence is completed will make people question the value of your columns.

4) Adhere to a schedule
Create a schedule and stick to it. Realizing that blogging requires time and effort, don't create unrealistic expectations and be unable to deliver. An occasional lapse or holiday is generally understood but readers returning to find stale, out-dated content are going to find another blog with similar content. New blogs and RSS feeds are popping up on a daily basis. If you have worked hard to develop an audience and a community you don't want to lose them due to lack of communication.

5) Clarity and simplicity
Keep your posts and blog entries clear and easy to understand. Remember, the web is global and expressions, idioms and acronyms don't always translate. Sometimes a little explanation goes a long way.

6) Keyword-rich
If the goal of your blog is to increase your visibility, include related keywords in the title of the blog. Use the title as a headline to attract interest. Each item post should have a title that will attract attention but still be relevant to the post. The title should be no longer than 10-12 words.

7) Quantity matters
In order to attract the attention of search engines, you will need to develop content and substance. A headline or simple sentence is not going to generate the interest of readers or help with search engine ranking. Be sure to archive old blog posts to develop a large portal of similarly-themed content.

8) Frequency
If your blog content is updated frequently, search engines will tend to spider the pages at regular intervals.

9) Spell checking and proof-reading
It only takes a few extra moments and can save you from having to make embarrassing explanations. Remember that whatever you publish on the Internet can be found and archived. Think carefully about what you post before doing so.

10) RSS
RSS will increase your blog's reach. It is important that you include your blog's content in an RSS feed to increase readership and distribution.

Most weblog audiences are small, but with time and regular updates audiences grow. Bloggers may never have more than a few hundred readers, but the people who return to regularly are generally interested in what you have to say.

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About the Author: Sharon Housley manages marketing for FeedForAll http://www.feedforall.com software for creating, editing and publishing RSS feeds and NotePage http://www.notepage.net a wireless text messaging software.