Modern Search Engine Optimization (SEO) – Mike North

Modern Search Engine Optimization (SEO)

By: Mike North

Published: June 15, 2017

Duration: 4 hours, 4 minutes

Extend your application’s reach with a thorough understanding of modern search engine optimization (SEO). Empower search engines to index and represent your content in the best way possible! Mike North gives you all the tips and techniques you need for your site to be easily found on Google, and teach you how to take advantage of advanced features on Facebook, and Twitter to boost user engagement.

Table of Contents

Modern SEO

• Introduction: Mike North introduces his Search Engine Optimization (SEO) course reviewing the importance of following SEO and the course agenda. (00:00:00 – 00:08:23)

Traditional SEO Strategies

• Traditional SEO Strategies Introduction: Reviewing traditional paths to SEO, Mike talks about building a site with unique and target content that is easy for web spiders to index. – https://www.google.com/business/ (00:08:24 – 00:17:09)
• SEO Strategies for Business with Physical Locations: Mike talks about tips and process for brick-and-mortar businesses. (00:17:10 – 00:24:25)
• PageRank: Discussing 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. (00:24:26 – 00:33:32)
• Long Tail Keywords: Mike 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. – http://app.wordtracker.com/ – http://semrush.com/ (00:33:33 – 00:39:15)
• SEO Keyword Tools: Demonstrating two tools for finding potential keywords, Mike shows how to use Google’s Keyword Planner and Google Trends. – https://adwords.google.com/KeywordPlanner – https://trends.google.com/trends/ (00:39:16 – 00:51:13)
• Link Building Campaigns: To 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. – https://www.spyfu.com/ – http://www.audiencebloom.com/101-ways-to-improve-your-websites-seo/ (00:51:14 – 00:59:35)
• White Hat SEO vs. Black Hat SEO: Mike 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. (00:59:36 – 01:01:44)
• Removing Bad Links: If 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. (01:01:45 – 01:11:43)
• Ad Campaigns: Besides organic SEO, Mike introduces buying ads on search engines as a way to drive traffic. (01:11:44 – 01:24:56)
• Challenge 1: Basic Metadata: In this challenge, students write metadata for an example site. (01:24:57 – 01:33:52)
• Challenge 1: Solution: Mike 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. (01:33:53 – 01:44:55)

Social Metadata

• Facebook OpenGraph: Mike introduces the OpenGraph protocol, which can add Facebook and Twitter social media functionality to pages through the use of specific HTML5 metadata elements. – http://search.google.com/structured-data/testing-tool – http://www.seo-extension.com – https://developers.facebook.com/tools/debug/ – https://cards-dev.twitter.com/validator – https://developers.pinterest.com/tools/url-debugger (01:44:56 – 01:58:12)
• Challenge 2: OpenGraph: In this challenge, students add Open Graph data to pages on an example site. (01:58:13 – 02:05:26)
• Challenge 2: Solution: Mike walks through the solution to Challenge 2. (02:05:27 – 02:20:00)
• Twitter Cards: To bring richer context of pages on Twitter, Mike shows how to build Twitter Cards. (02:20:01 – 02:33:02)
• Challenge 3: Twitter Cards: In this challenge, students add Twitter metadata to pages for build Twitter Cards. (02:33:03 – 02:36:48)
• Challenge 3: Solution: Mike walks through the solution to Challenge 3. (02:36:49 – 02:45:15)
• Pinterest Rich Pins: Called Rich Pins, Mike reviews the social metadata for the Pinterest social network including article and reviews pins. (02:45:16 – 02:49:37)

Structured Data

• Structured Data Introduction: Mike 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. – http://schema.org/ (02:49:38 – 03:01:31)
  Challenge 4: Course Data: In this challenge, students add Open Graph data for course data and breadcrumbs. (03:01:32 – 03:05:08)
• Challenge 4: Solution: Mike walks through the solution to Challenge 4. (03:05:09 – 03:13:27)

Mobile Optimizations

• Preparing for Mobile Devices: With 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. – https://github.com/cubiq/add-to-homescreen (03:13:28 – 03:27:21)
• Challenge 5: Mobile Optimizations: In this challenge, students prepare a web site for mobile fitness. (03:27:22 – 03:30:03)
• Challenge 5: Solution: Mike walks through the solution to Challenge 5. (03:30:04 – 03:47:47)

Accelerated Mobile Pages (AMP) Project

• Introducing AMP Project: Mike introduces Accelerated Mobile Pages (AMP) Project which is a type of HTML design for fast mobile web browsing. (03:47:48 – 03:57:53)
• Challenge 6: Building AMP Pages: In this challenge, students create an application that delivers AMP for mobile devices. (03:57:54 – 03:59:12)
• Challenge 6: Solution : Mike walks through the solution to Challenge 6. – https://validator.ampproject.org/ (03:59:13 – 04:04:48)

Wrapping Up Modern SEO

• Wrapping Up: Mike wraps up the Modern SEO course. (04:04:49 – 04:05:06)

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