Advanced SEO: Developing an SEO-Friendly Website

2h 39mAdvanced2017-09-18

Authors

Brad Batesole

Marketing Thought Leader, Chief Learning Officer at Madecraft

Course details

Advanced SEO goes beyond keyword research and tagging. It goes to the very heart of your website: its architecture, code, and data. Learn advanced SEO techniques to build an SEO-friendly website from the ground up. Marketing expert Brad Batesole explains how to optimize your architecture to improve site indexing and crawling, understand the impact of canonical URLs and smart URL management strategies, build keywords into images and alt text, and use structured data to help search engines like Google understand your pages better. He introduces tools and resources to help you audit and improve the technical aspects of your site, such as the Screaming Frog SEO Spider, PageSpeed Insights, the Ryte TF*IDF analyzer, and Chrome Developer Tools extensions like Lighthouse. Plus, discover how to optimize site speed and rendering, and explore how the future of the web—technologies like HTTP/2 and progressive web apps—will impact SEO.

Learning objectives
Improving site indexability and crawlability
Creating your site architecture
Picking a domain name
Managing URLs
Avoiding duplicate content with canonical URLs
Using site tags
Using descriptive image names and alt text
Investing in structured data and schema markup
Optimizing your code

Skills covered

Bing AdsGoogle AdsGoogle AnalyticsSearch Engine Marketing (SEM)Search Engine Optimization (SEO)GoogleMarketingMicrosoft

Concepts

0. Introduction

01 - Welcome
02 - What you should know before getting started
03 - What is an SEO-friendly website

1. Optimized Website Architecture

04 - Components of on-site SEO
05 - Optimization from the perspective of Google

2. Creating Your Information Architecture

06 - Indexable content
07 - Improving site indexability
08 - Crawlability
09 - Robots.txt
10 - Site information architecture
11 - Creating your site architecture
12 - HTTP vs. HTTPS
13 - Subdomains
14 - Picking a domain name
15 - Site maps

3. Managing Your URLs

16 - URL structure
17 - Canonical URLs
18 - Pagination
19 - HTTP status codes
20 - Mobile and desktop friendly

4. Optimizing Your Content Structure

21 - Site tags
22 - Term Frequency Inverse Document Frequency (TF-IDF)
23 - Image filenames and alt attributes

5. Introducing Structured Data

24 - Structured data
25 - Schema.org

6. Technical Makeup

26 - Site speed
27 - JavaScript and the DOM
28 - Critical rendering path
29 - HTTP 2
30 - Progressive web apps

Conclusion

31 - Next steps