Better Blog Commenting

One of the ways that the internet truly changed publishing is that it provides readers with the ability to publish back. The ability to comment on blogs and articles empowered readers’ free speech. Unfortunately, in the realm of online dialogue, commenting on blogs is one of the more underutilized and misused tools.

It’s been long-known that blog commenting can be a good way to drive traffic to your site. In fact, if you’re just getting started online, I think commenting on blogs is probably the best way to join the conversation. In theory, it can help you be a better reader/listener and prevent you from merely becoming another noise maker.

Heed Andy’s advice

Andy provides some good advice on what not to do here and here. In my opinion, his best advice is this:

If you comment with care and skill, you’ll draw readers and perhaps even referrals or clients. But if you drag the conversation down, you’ll hurt your reputation and maybe even make people hate you. If you are ever in doubt about commenting, silence is golden.

Read the post

It might sound silly, but if you’ve ever moderated blog comments, you know that many people don’t seem to even take the time to read the post. Aside from pure comment spam for links, generic and nonsensical comments are one of the most effective way to hurt your reputation with bloggers and readers.

Read the post. Spend some time thinking about it. Read it again. You don’t earn points for the number of comments you leave. You might earn points if you add something to the post’s conversation.

One more time, just don’t spam

Despite many people’s best efforts to discourage it, blog comment spam continues to run rampant:

While I’d like to think that posting a generic spam comment, on a post that recommends against this very practice, must be a joke, I am skeptical. Commenting like this serves absolutely no purpose but to annoy.

For those of you who insist on paying someone to leave comment spam to increase search visibility: You’re wasting your money and hurting your reputation! Google has repeatedly warned against such practices:

FACT: Abusing comment fields of innocent sites is a bad and risky way of getting links to your site. If you choose to do so, you are tarnishing other people’s hard work and lowering the quality of the web, transforming a potentially good resource of additional information into a list of nonsense keywords.

FACT: Comment spammers are often trying to improve their site’s organic search ranking by creating dubious inbound links to their site. Google has an understanding of the link graph of the web, and has algorithmic ways of discovering those alterations and tackling them. At best, a link spammer might spend hours doing spammy linkdrops which would count for little or nothing because Google is pretty good at devaluing these types of links. Think of all the more productive things one could do with that time and energy that would provide much more value for one’s site in the long run.

If you’re paying anyone to do anything on your behalf online, make sure that you know specifically what they plan to do and their rationale for doing it. Get it in writing that they aren’t polluting the web on your behalf.

You be you

Use your real name in blog comments. Use a real picture of yourself. Further, instead of just linking to the homepage of your law firm’s website, include a link to a profile or bio page that contains more information about you.

If you want your comments to be taken seriously, you need to be authentic. Own your comments. Stand for something. Share an experience. That’s what real lawyers do.

Public and permanent

Of course, always assume that everything you do online is public and permanent (even if the site says that it’s not public).

While it should be obvious, remember that your ethical obligations apply equally to your communications online as they do offline. However, don’t allow your obligations to paralyze you from participation. It’s quite sad to hear lawyers talk about avoiding online discussions for fear of breaking the rules. It’s also sad to see popular blogs close comments in order to better control the conversation.

Some of the best content online comes from blog comments. Blog comments are among the best ways to share knowledge or just be social. If the time you have to participate online is greatly limited, I recommend that commenting on blogs be on your very short list.

Do you spend time commenting on blogs or other sites? What’s been your experience?


  1. Avatar Ron Miller says:

    One question: Does it help to spam other people’s blogs? You were a little unclear on this point.

    • Avatar Kyle Smith says:

      Whether it helps you or hurts you depends on the situation. A lot of blogs automatically insert the tag rel=”nofollow” (or, in the case of this blog, rel=”external nofollow”) on your hyperlink, which takes away any search engine link influence that commenting would otherwise provide. Blogs do this to attempt to dissuade spammers from commenting on their site.

      Even if the blog is not “nofollow,” however, you run the risk of your website ranking being devalued if you’re caught. Google claims their algorithms can detect if you comments are just blogspam. Whether that is true remains questionable, but the risk is still there. So, you might end up harming your website with comment spam.

  2. Avatar Naomi Fein says:

    Good article and I have an example of how right you are. A profoundly impressive friend of mine has an active website on evolutionary science. As a scientist he writes a lot about the clash between religion and science. Consequentially, he gets tons of comments, some of them trolls. (It’s a very successful site.)
    Recently — and I don’t remember the subject of the essay — he got an angry, name-calling, pro-religion, anti-science comment, really badly written. By coincidence, I recognized the name: it was a mediocre lawyer (I’m being kind to call him mediocre) who was hired by the personal injury law firm I’d retained to represent me in a lawsuit. He’d done an adequate job when I was deposed in a NYC 50-h hearing but afterward, as we left the deposition, he drew me into a combative “discussion” about gun rights. (Believe me, I didn’t start it.) He was a gun-totin’ bully and utterly without any awareness of his own psychological problems.
    So I was able to comment upon HIS comment on my friend’s website.
    Lawyers should be very careful — even when they don’t identify their profession and are not commenting on law — when they comment on blogs. Someone, like me, may be reading.

  3. Avatar Kyle Smith says:

    I think that the average comment isn’t going to be seen by your clients though, so the douche-factor isn’t that much of a concern. The bigger issue, in my view, is how your comments impact your website’s SEO.

    • Sam Glover Sam G. says:

      I think it’s safe — and wise — to assume that every comment you leave will have an effect on your reputation as well as your SEO.

      • Avatar Kyle Smith says:

        I originally came back to this thread to update one of my previous comments, although I got sidetracked with the other post that these comments created. We were originally discussing “nofollow” links and the impact that those have on the SEO value of a website. I was recently checking the Webmaster Tools for my website and I noticed that, since posting the comments above that link to my website, Google now lists the Lawyerist as one of the websites linking to my domain, even though the Lawyerist tags comments as “nofollow.”

        Whether this helps or not, I don’t know. But it does change the way I view “nofollow” links. I originally thought Google’s web crawler immediately stopped when it read “nofollow.” That doesn’t appear to be the case. Instead, Google may just be giving lower value to those links instead of no value to them.

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