First of all, you should understand that online
bluffing is less effective than offline bluffing. Online you are a nameless, faceless icon at the table and you cannot use the same
tells as at the real table. You can't make an impenetrable face or embarrass your opponent. Your opponent just sees your bet. You have to understand not only that online players are more loose and call with more
hands, but also that you can not intimidate opponents, as you can do in a real casino. If you want to make someone nervous online, it won't work. Many players will call you down with the bottom pair and this will destroy all the value of your bluff.Before I bluff, I assess the situation. I have much less chance of success when there are more than two players in the hand. In this case, it is much more likely that at least one of the opponents will have a good hand with which he will stake the bet.
When I'm going to bluff, I do it in a heads-up or at most against two opponents.