Bold, Italics and Underlines: How to Use Them Effectively?

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“Should I use bold or italics for this text? I’m confused!” How many you have asked this in your mind while writing a blog post?

I’m sure plenty of times, right?

Bold, italics and underlines I’m sure they are attractive.

But, how to use them in blog posts? What are their uses?

These are the exact things, which I’m going to share in this post.

Benefits of Bold, Italics, and Underlines

Most of you bloggers know that bolding, italicizing and underlining keywords have an SEO benefit. However, when done in excess, over optimization warning beeps.

Is SEO the only advantage of these text formatting tags?

Certainly not.

Here are some of the benefits of bold, italics and underlines in blog posts.

  1. Increase average read time: Most of the blog readers are speed-readers. They just skim through the blog post.
    I can say– “Think text-formatting tags as speed-breakers”, without which readers quickly slip away from your blog.
    When you highlight a piece of content using text formatting tags, they slow down their reading speed and read in detail when they come across these speed-breakers.
  2. Content will be more scannable: Readers will love it. Think of a post that doesn’t have any text formatting tags and is written like a story. And the reader is searching only for a bit of information from it. It surely freaks him out!
    Most of the readers are typography lovers; they love to read blog posts with great typography.
  3. Bold tags can act as a substitute for headings: Excessive use of heading tags hurts SEO.
    There should be at least 100 words below every heading tags, which is not possible most of the times. In that case, usage of bold tags instead of the header tags help.
  4. Bolding, Italicizing and Underlining keywords: This is one of the SEO techniques to make the blog post keyword optimized. When done on exact keywords, this may appear over-optimization in the eyes of Google. Try to highlight part of the main keyword or LSI keywords.
  5. All formatting tags perfectly integrate with the blog’s design: Formatting tags appear great in all sorts of blog designs.
    It enhances the design and typography of your blog.

These are some of the benefits of bold, italics, and underlines. In addition to these, it also makes the article attractive and visually appealing.

Where to use Bold, Italics, and Underlines?

Bold or strong

  1. Important phrases.
  2. Highlighting keywords.

Bold is used to highlight the text and capture the readers’ attention.

The bold tag is used for strong emphasis. When you feel like emphasizing something, you need to first consider using the italics, only use bold text if you are not satisfied by the emphasis the italics did to your text.

Some people, I call them as over-emphasizers, have the habit of adding bold or italic tags to an entire paragraph or using bold-italics together.

Don’t be like them.

Because, if everything’s emphasized, then nothing is emphasized.

Note: Some fonts have a lighter or darker version of bold. I don’t tend to use them. I use bold or plain to keep it simple.

Italics or emphasis

Here are the common uses of italics.

  1. Used to highlight quotes (some use blockquotes).
  2. Used to highlight names of books, blogs, newspapers, etc.
  3. Conversations or dialogues.
  4. Imagination or story (One day I was walking… blah… blah…).
  5. Foreign words.

Italics are used in the conversational type of sentences, dialogues, and names.

They are also used to emphasize a word in a sentence. When it comes to emphasis treat italics as a weaker emphasis when compared to bold. Use italics first, if it doesn’t feel good – kick in the bold tag.

For example, “It is recommended not to drink coffee more than twice a day”.

While reading the above sentence, readers may filter out the word ‘not’ if not italicized.

The italic words catch the eyes instantly when used with sans-serif typefaces like Georgia, Times New Roman, and others. They don’t tend to stand out much relatively in the case of sans-serif fonts like Arial, Helvetica, Verdana, and others as the slant will be less.


Underline. Many times it stands out as a link!

It’s too hard to differentiate links and underlined texts.

Underlining is more used in text books and newspapers and less on the web.

It’s highly advised to keep the underline tag to a minimal usage in case of web writing. Instead of underlines, you can use bold or italics for emphasis.

Here are the situations in which you may use underlines.

  1. Definition (SEO stands for Search Engine Optimization, is…)
  2. Linking – hyperlinks.

In the online world, it is common to assume that if a text is underlined it is a link. So, I would avoid using underline at all.


Do you know that many writers and bloggers including me occasionally use CAPS to denote shouting or screaming in the blog posts?

  1. While including acronyms (like SEO – Search Engine Optimization)
  2. While denoting shouting or screaming

Other than denoting the acronyms, you should totally avoid using the CAPS. Except when it is absolutely needed to denote an extreme emotion.

Final words

To sum it up, when it comes to web content you need to use bold or italics, but not the underline (except for the links). The italics are used for weaker emphasis, whereas the bold formatting is for strong emphasis.

If used properly, these formatting tags reduce bounce rate, increase average visit duration. Most of the bloggers are confused between these text formatting tags.

What’s your take? Do you have any other tips to share with us? Do drop a comment below.

Akshay HallurAbout me

Hi, I’m Akshay Hallur. The founder of this blog BloggingX and many other online ventures.

I’m a professional full-time blogger, a digital marketer, and a trainer. I’m here to help bloggers like you to create an outstanding blog and earn money from it.

One request?

I’ve put so much effort writing this blog post to provide value to the blogging community. It’ll be very helpful for me, if you consider sharing it on social media networks. SHARING IS ♥️

29 thoughts on “Bold, Italics and Underlines: How to Use Them Effectively?”

  1. The importance of Bold, Italics and Underlines in improving SEO cannot be denied. They are helpful for increased engagement and scalability. Yes, applying these strategically in keywords, sentences and important terms is important!

    I have shared this same comment in where this post was shared and “kingged” for internet marketers.

  2. Hi Akshay Hallur!

    Love the topic, huh!

    Well, I admit how poor my knowledge about text formatting tags and its simple basics. I know I was using these text formats way back a couple of years when Friendster still exist to make my Social media page stand out and attractive.

    I know these are important stuffs and the crux of the matter in blogging, that bold, italics etc.

    There are proper uses of these, I know and I just do not know how to stand out exactly.
    So thanks for sharing this with us!

    I found this post shared on, the Internet marketing social bookmarking and networking site, and I “kingged” it and left this comment.

    1. Text formatting tags certainly make the content stand out.
      The basic knowlege of using formatting tags should be known to everyone. It greatly reducesbounce rateand other user interactions.

  3. My take with ref to bold, if you are using wordpress and do strong html to make the word look bold, it will only impact readability.

    But if you if you use tag then it impacts your bold and is a seo signal to the Google bot.

  4. There is Huge Importance of Bold, Italics in SEO.
    Thanks for such a Informative Article my friend, Akshay 🙂

  5. Great post i think we must bold our important words in the article and no care about SEO because we want our users to have good experience and we generally scan the web pages so it’s great to bold important points not just only keywords

  6. So if I want to highlight a keyword I can bold it. But what if I want to highlight a keyword — oh, then I can italicize it. And what about highlighting a keyword? Ah ha, I’ll underline it.

    This article has no content regarding the typography of using bold, underlining and italics and when they’re appropriate from a reading and publishing point of view.

  7. I did not use this tactic before. However, in the last post, I used bold, italic and coloured fonts to highlight my keywords and LSI keywords. I don’t know if I have over utilised it but it was very appealing visually.

  8. That is really attention-grabbing, You’re an overly skilled blogger.
    I have joined your feed and sit up for seeking more of your excellent post.
    Additionally, I’ve shared your web site in my social networks

  9. Soumitra Chakraborty

    Hi, Just wanted to know if there is any way to highlight/ change the color of texts typed in any webpage editor/ composer. For example, as I am typing this here, is there any App/ software that can help me to change the font color or highlight the text just before posting?

  10. My family every time say that I am wasting my time here at web, but I
    know I am getting knowledge everyday by reading thes nice articles or reviews.

  11. Hi Akshay sir ,
    I read everything whatever was there , i understood each and every concept like Italics but please post some formats also as where to use it ,i will be grateful if you will post formats of these concepts of compuer.

    Thanking you

  12. Thanks for talking about the BOLD – ITALIC and Underlines affecting SEO but how many BOLD – ITALIC can be used on a page?

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