Modern Search Engine Optimization (SEO)
Table of Contents
IntroductionMike North introduces his Search Engine Optimization (SEO) course reviewing the importance of following SEO and the course agenda.
Traditional SEO Strategies
Traditional SEO Strategies IntroductionReviewing traditional paths to SEO, Mike talks about building a site with unique and target content that is easy for web spiders to index.
SEO Strategies for Business with Physical LocationsMike talks about tips and process for brick-and-mortar businesses.
PageRankDiscussing the first algorithm used by Google for search results, Mike reviews Page Rank. PageRank works by counting the number and quality of links to a page to determine a rough estimate of how the importance of a site compared to other sites of a similar nature or content. Mike answers PageRank questions from students.
Long Tail KeywordsMike reviews long tail keywords, which are three and four keyword phrases that are very specific to a site's content or business. Compared to the relatively fewer top keywords with higher demand, long tail keywords are more plentiful and therefore more cost effective to use.
SEO Keyword ToolsDemonstrating two tools for finding potential keywords, Mike shows how to use Google's Keyword Planner and Google Trends.
Link Building CampaignsTo improve a site's SEO, Mike demonstrates how to build authority within an industry and research competitor's sites to help with link building strategy.
White Hat SEO vs. Black Hat SEOMike talks about the desire for organic, sustainable growth with SEO tactics rather than trying to subvert search engine algorithms. Gains from these furtive tactics, known as Black Hat SEO, might result in short term gains but are quickly found out and penalized with poor search engine rankings.
Removing Bad LinksIf your site has bad links that have been indexed by Google, Mike reviews tools and tips to eliminate these links and inform Google that you disavow them. Mike takes questions from students.
Ad CampaignsBesides organic SEO, Mike introduces buying ads on search engines as a way to drive traffic.
Challenge 1: Basic MetadataIn this challenge, students write metadata for an example site.
Challenge 1: SolutionMike reviews platforms that allow developers to provide a richer context for pages. Mike demonstrates how Facebook's Open Graph protocol enables developers to integrate their pages into a limited subsection social graph to give more information as to what content can be found at a URL.
Facebook OpenGraphMike introduces the OpenGraph protocol, which can add Facebook and Twitter social media functionality to pages through the use of specific HTML5 metadata elements.
Challenge 2: OpenGraphIn this challenge, students add Open Graph data to pages on an example site.
Challenge 2: SolutionMike walks through the solution to Challenge 2.
Twitter CardsTo bring richer context of pages on Twitter, Mike shows how to build Twitter Cards.
Challenge 3: Twitter CardsIn this challenge, students add Twitter metadata to pages for build Twitter Cards.
Challenge 3: SolutionMike walks through the solution to Challenge 3.
Pinterest Rich PinsCalled Rich Pins, Mike reviews the social metadata for the Pinterest social network including article and reviews pins.
Structured Data IntroductionMike shows how structured data for events, products, reviews, recipes, and more that placed in the HTML body element can be used by various services like Gmail and Google search results to provide a richer, interactive experience.
Challenge 4: Course DataIn this challenge, students add Open Graph data for course data and breadcrumbs.
Challenge 4: SolutionMike walks through the solution to Challenge 4.
Preparing for Mobile DevicesWith Google's showing preference to sites built for mobile delivery, Mike reviews tips and techniques for responsive web design development including viewport media queries, meta tags, manifest JSON files, icons, and more.
Challenge 5: Mobile OptimizationsIn this challenge, students prepare a web site for mobile fitness.
Challenge 5: SolutionMike walks through the solution to Challenge 5.
Accelerated Mobile Pages (AMP) Project
Introducing AMP ProjectMike introduces Accelerated Mobile Pages (AMP) Project which is a type of HTML design for fast mobile web browsing.
Challenge 6: Building AMP PagesIn this challenge, students create an application that delivers AMP for mobile devices.
Challenge 6: SolutionMike walks through the solution to Challenge 6.