Search Engine Optimization for Clay Bloggers

This is another big one, but if you (or someone you know) has a blog or website, or you are planning to one day, I think this information will be pretty valuable.
When you write a clay focused blog, your intention is that someone out there will read what you’re writing. In the beginning you’ll have friends and family that will read your blog regularly. Then maybe some regular customers and other ceramic artists that you’ve gotten to know.

But if you want to have other people, people outside of your circle, start reading your blog, you need to put some effort into it. There is some straight up time that you need to invest, and then there is a bit of retraining yourself on how you blog to help get others to find your blog.

If I Google “Pottery Blog” or “Ceramics Blog” or some sort of similar thing, I’m surprised at the top 30 results. There are things that haven’t been updated in years or month, or ones that are sort of spammy. But some of my favorite (and I know highly read) pottery blogs aren’t near the top listings as they should be. Why aren’t they?

One of the reasons that I really love blogging is the community that has developed around it- of other bloggers, regular readers and commenters. I think if the ceramics blogs were a little easier to find it would just boost the community even more. So I thought I’d share with you some of the search engine optimization that I have researched and implemented over the years. There is a lot of information here, but it’s all basically free. You just need to put in some time and energy and you’ll get some great results. Here you go…

Have your own domain name.
This is something that I can’t stress strongly enough. Google doesn’t seem to index sites that are or very well so they can come up low in search results. And if your domain name has something in it like your name, or something describing your process, that will be an added bonus to help get better search results.

You can sign up for a domain name for only $12/ yr. on (Network Solutions charges $35 for EXACTLY the same service). Or if you’re using, it’s $15 for your domain name and hosting for a year, or if you already have a domain name, then it’s only $10 for hosting/ yr. If you’re using Blogger, then it is no extra cost once you’ve purchased a domain name (hosting is free!), or you can buy your domain name directly through blogger. By purchasing your domain directly through WordPress or Blogger you’ll save a step in the whole process of setting up your own domain. It’s a VERY small investment for your biggest impact (think about the price of postcards…). And it’s a heck of alot easier to tell people your blog’s address. While I use Blogger, if I was starting a new blog I’d start with WordPress.

Label your pictures.
The top 3 ways people get to

  1. Google
  2. Direct (bookmark, email, typing in address)
  3. Google images

I label all of my pictures very conciously. I might name something: stoneware-vase-soda-fired-Emily-Murphy.jpg* It’s long, but Google likes all the descriptor words and my images come up very high in search results. There was a period of training that I had to go through, but it’s second nature now and doesn’t take much extra time. I mix it up too. Use “sodafired” and “soda-fired” or maybe I’ll throw in “Chicago” or “pottery.” It allows different pictures to show up in different search results.

*You might have noticed the dashes in my image name. You can’t have any spaces in your image name (at least in Blogger you can’t). Use a “-” or “_” to separate words.

Watch your language.

  • Diversify your words. This is another one of those things that you have to train yourself on. Words. Google loves words. Words are the main reason that your blog/site will show up in search engines. If you just have pictures with minimal text, Google won’t pay that much attention. That isn’t such an issue with blogs. But what you can do is diversify your words. For example, don’t just use the word pottery: use clay, ceramics, tableware, stoneware, porcelain, dinnerware, pots, etc… mix it up. Do this conciously at first and eventually it’ll flow when you write. Below I have some information on Google Analytics. One thing that you can see on Google Analytics is the key words and phrases that people are using to find your site. Maybe you think that everyone is searching the term “pottery” because that is your go-to search term. But you might find out that everyone else is looking up “honey pot” and “wax resist.” You just don’t know what people are searching for, but if you diversify, you’ll have better results. You might be inspired to write about wax resist more often because that is what people are searching for.
  • Use straightforward titles for your post. The title becomes the url for your post. If it’s full of useful information, it’ll do better in search results. If you use WordPress and your url has %P=5 or something like that in it, there is an easy setting that you can change so you have better urls.
  • Use actual text, not images. This one is a problem on a lot of websites. You want to have control over the fonts, so you turn your address (for example) into a nice little graphic. Unfortuately it makes it so Google can’t “read” your address.

Get incoming links.
Incoming links give you status. Along with the words that you use, it’s the top thing that gets you up high in search results. You can get them for “free, ” you can pay (not something that I do), or you can link to someone and have them link to you (sometimes it’s reciprocal, sometimes not).

  • Sign up for various blog search engines. It won’t actually get you much traffic via the sites, but it is usually a free incoming link (just Google “free blog listings” or “blog search engines”, etc…) Here is a list of search engines by type. It might give you some ideas.
  • Link to your blog from your social networking site, like Facebook. You can even add your RSS feed on different sites, like here.
  • StumbleUpon. This is huge. I’m always surprised and the number of visitors I have from StumbleUpon. I don’t even know how to expain it. Just go there and see. There are days when it’s my #1 referrer.
  • Link from your regular site to your blog (sounds obvious, but it must be said).
  • Link to other people’s blog. Share a link to a specific post on their blog on your blog. Be GENEROUS with your links. And then be patient, they’ll come. I’m not a fan of asking someone directly “I’ll link to you, if you link to me.” Put it out there and it’ll come back to you (both good Karma and links). The top referrer sites for my blog (outside of Google and my own site) are Michael Kline’s blog and Ron Philbeck’s blog.
  • Comment on other people’s blogs. Do it because you want to, but enjoy the side effects. People are more likely to read your blog if comment on yours. They want to see who is reading their blog, so they’ll follow the links. There is often a place for your website to be listed. Or at least a link to your Blogger Profile where a link to your blog can be found. And it’s also the best way to be part of the great and generous community of clay bloggers. Some great conversations happen all happen in the comments. The more comments you put out there, the more that you’ll get on your site. And commenting is good for the soul.
  • Combine the previous two points- comment on a blog on your website (with links and everything). It could be the start of a great conversation.

Think local.
One of the main reasons that you have a clay blog is to get your work known in the world. People that live near you are the ones most likely to come to your booth at an art fair or stop by your studio when it’s holiday shopping time. Make it clear where you’re from, and get it out there that you’re a potter/ tile maker/ sculptor who live in mid-size city, USA. And if one of your loyal blog readers happen to be visiting you mid-size city, they’ll be excited to come visit you.

  • Are there blog sites just for your area? (For me there are several, including: and
  • Do you belong to a guild, art group or some other group that has a website that will link to you?
  • Are there free papers and sites that you can list in for “things to do” or “galleries”?
  • Is there a local tourism site?
  • Put your studio address on every page (usually a footer) so that search engines can associate your pages with your location.

Encourage your readers.
Once you have people hooked on your blog, you want to make it EASY for them to keep up with your bountiful postings. There are 2 main ways to do it.

  • Use an email list. Clay people aren’t necessarily blog readers, but you want them to be. The easiest way to do this is to set up an mailing list where people can sign up to automatically get an email from you whenever you write a new post. I think there is also a way to do a mailing list through FeedBurner. I have mine set up through Google Groups (go here if you want to see it or sign up for it).
  • Have an RSS or Atom feed and encourage people to use it! If you don’t have a feed, people are going to have to remember to come back to your blog and read it. There is so much to remember to do, don’t make people remember to manually go back to you blog to see if you wrote or not. I read 90% of my blogs through my blog reader. For more information on using a blog reader, go here.
  • Remember that clay blogs are still pretty new and there is still a lot of educating to be done. Do some educating on how to keep track of blogs. If you don’t want to write about it, you can alway share the link to my post about the subject.

Is anybody out there?
A common feeling that is had by anyone who blogs is that no one is reading it. Well, it just isn’t true. There are ways to find out who is reading your blog. When you start getting back the results and realize that people from all over the world are reading your blog, you’ll be energized and you’ll write even more than usual.

Just remember, it’ll take time- usually up to a month, to start getting true results from these sites.

  • Google Analytics. I LOVE Google Analytics! I can find out where people are coming from from countries to actual cities and towns. I can see all incoming links to me, find out how long they were on the site, etc… I love seeing the key words and phrases too. Some can be quite surprising.
  • Google Webmaster. I haven’t figured this out, but you should sign up for it and see what it does for you. It has some tools to help Google see content on your site. Some of what it does is handled automatically by the blog software.
  • Feed Burner A good way to manage your RSS/Atom feeds, and potentially a mailing list. You can also find out how many people are subscribed to your feed. If people are reading your blog via a blog reader, they will not show up on your Analytics results. You need something like this to find that out.
  • Technorati I can easily keep track of all my incoming links (from other blogs) on here.
  • Quantcast I just discovered this, so I don’t have enough info to know if it’s good or not.

I hope this was helpful to you. I suspect this will be one to bookmark and take a while to go through (if you’re a blogger). If there are some tips and tricks that you use, share them and I’ll update this post. Although I am talking about search engine optimization for clay bloggers, it’s applicable for websites and non-ceramic focused sites too. If you think that other people might find this post useful, put a link to it up on your site. Thanks for reading!

35 thoughts on “Search Engine Optimization for Clay Bloggers

  1. Interesting tips! I just discouvered your blog a few weeks ago and learned a lot from it. I’m also potter in Barcelona and quite recent blogger now, willing to work soon cause I have no studio able for the moment…
    If you want to take a look:
    (it’s in catalan)
    And keep on blogging so nice!

  2. That was such an immensely helpful post! I read your blog through bloglines. I am from India, but I spent June 07 to June 08 in the US where I did a few pottery courses. I recently moved back to India, and while it is not as easy to pursue pottery as a hobby, I’m planning to do my best with whatever resources I have. I love reading your blog, and it really impresses me how easily you share your knowledge. Thank you for a great post.

  3. Quantcast is a good service IMO, but it doesn’t profile every website. Sometimes it guesses, with moderate accuracy, at site’s traffic and others it just says it doesn’t have enough information. WordPress recently applied Quantcast tracking code so all blogs hosted there are now being accurately reported . . .

  4. Oh my gosh, what an amazing amount of information. Thank you so much for taking the time to put all of this up. I do two things currently: I own and also Until you have a website you can set your domain name to automatically jump to your blog. For example, if someone were to type in one of those domains it will automatically shoot them to However, it is best NOT to choose masked redirecting, as I read this makes it difficult for google to pick up. Also I manually added all three locations to google’s web crawl. Didn’t know what else I could do but I do now. Thanks again! And also thanks for reading my blog!

  5. Great info for a new blogger! Thanks Emily for taking the time to educate us. I love reading the blogs – it's my way to visit other potters & see different techniques.

  6. That is a LOT of information, Emily. I’ll print it out and put it to work! Thanks for sharing this all the other great information on your site–one of my favorites!

  7. Thanks for the link and the links! Once the storm calms down (end of next week after the kiln is loaded, maybe!) I have lots of fun updates… new glazes, slips, waddings. What’s more fun than trying new materials?

  8. Thanks for this post Emily. I am slowly learning all about search engines and links, etc. When you say to put a dash between your photo titles is that the original title you give your photo or the html part in quotes on the blog upload? Not sure I am making myself clear, I guess I’ll try both.

  9. Hi Linda,
    It’s the actual title of the photo. You should rename your photo from whatever name was given to it when you downloaded it from your camera (like img13985795.jpg). If you’re a PC user, click on the file, hit F2 and rename the photo.

  10. I have a question — when I ‘click’ on the names of the other folks who have left comments I go to their blog page — but when I click on my name I go to a page that says ‘page not found.’ Why? And how can I correct that?

  11. Hi Judy,

    That is weird. I think it must be some glitch in Blogger. But the link on your new comment seems to be working now. Must have been some little bug.

  12. Thanks for the info on Quantcast. I am planning on making the switch over to WordPress from Blogger in the near future. I had hesitated because I didn’t want to lose my comments, but it seems like now there are some pretty easy ways to move them over.

  13. thanks emily, excellent work on the research your such a wealty of information, why the change to wordpress?

  14. Once again – great post and you are definitely one step ahead of me! I’ve been toggling back and forth between your blog and setting up my website and blog on google today, including making sitemaps and verifying yada yada yada. Needless to say, not much in the way of studio work, but much needed.

  15. Hey Emily,
    You’re posts are always so informative and still easy to read! Thank you! I took your advice: switched my domain name for my blog, joined stumbleupon, google analytics, and opened a facebook account. but I’m frustrated with facebook! having problems networking blogs. any suggestions?

  16. This is great information. Thanks very much for sharing all the details. I’m going to start implementing some of your suggestions today.

  17. Hi Emily,

    Thanks for a very helpful post. I have a blog with Blogger, plus my own domain name (for my website) and knew that I could have my Blogger blog hosted there. Aren’t there some dangers from transferring it over from blogspot, however? Something about it losing older posts, or similar? Did you have any trouble with your switch?

    Thanks again,

  18. Hi Emily,
    I’m sifting through all your new info. I’m getting lost in computer tech stuff. I have a “subscribe to” on my blog, but just set up the feedburner. How do you get the feedburner icon into your blog?

    If you care to help, you could email me at

    Thanks! Joy

  19. Hi Joy- I added the icon the “old fashion” way. I Googled ” feed icon and saved the image, then uploaded it to blogger.
    Try this:
    Just pick out the icon, right click on it, choose “save image as.” and then upload it like a picture. Let me know if you got this. -Emily

  20. Excellent post! Know and use many of your tips with great success… some new to me that I will have to try. Thanks for posting!

  21. Your blog has been very helpful. The article on search engine optimization was exactly what we have been looking for. We are currently in the process of updating our website, If you have any comments on how to bring more people in to see our pottery, please let us know. Thank you!

  22. Thanks so much for this post Emily. I just started my pottery blog (mostly thanks to your site getting me hooked your and tons of other pottery blogs) and this particular post was a big help. I knew that I had seen tips for getting readers on your blog and they are a big help. I’ve said it before, but you are an incredible resource!


  23. Thank you Emily, Great Post!! I have a pottery blog as well,, I will be linking to you there, hope you do the same! If you are interested I would like to do an email interview with you for my blog. Let me know!
    Chris from SoCalPotters

  24. Great post. Blogs are a very natural way to attract links. I’d love to see a post on how to get your company to blog. Particularly if you are dealing with a large, conservative company.

  25. Your article is much more informatics for all of the visitor. I am very happy to read it. This is really very nice. Thank you for it.

  26. very useful articles…..I think seo off site more important and power full for geeting free traffic than seo on site, I already implemented for my web……so I am focus on off site optimisation…thanks…!

Leave a Reply to Judy Shreve Cancel reply

Your email address will not be published. Required fields are marked *