Notes: SEO, Indexing, and Weekly Blogging Portfolio — Transcript-Based Study Notes
Weekly Blogging Portfolio and Submission Guidelines
Purpose of the weekly blogging portfolio: submission of blog work for review and points; emphasis on turning in on time and following the four-part structure.
Four required parts of every submission:
1) The full text of the blog post (the complete written content).
2) A link to the blog post on your own website.
3) A link to the Blue Sky post sharing your blog with the public.
4) An authorship statement identifying whether AI was used and how it was used (e.g., “all these words are my own” or “I used AI in the following ways”).
Important policy on AI usage:
You may use AI to assist in composing the blog, but the authorship statement must be written by you; AI-written authorship statements will be given a zero.
Do not submit an authorship statement that was written by AI. That is explicitly prohibited and will be penalized.
If AI is used in crafting the blog, you must honestly disclose how you used it; excessive reliance on prompts from AI that removes your own voice may lead to a resubmission opportunity (no penalty if you resubmit with honesty).
If you present AI-generated work as your own without disclosure, you will receive a zero.
Practical note on AI voice:
Several students attempted to submit AI-generated blogs and deny AI usage; this is not acceptable and will result in a zero.
The majority of the blog should reflect your own voice; use AI as a tool rather than a crutch.
What counts as a submission:
Submissions must be on Brightspace (PDF or text). A PDF is preferred because it can include images and the whole website; a plain text copy of the post is also acceptable.
Deadlines and late submission policy:
Perusal is due every Thursday.
The blog post is due every Friday.
If you miss the deadline, you do not receive points for that week’s portfolio (the general rule).
There have been a few exceptions based on individual circumstances, but the default rule applies.
Common issues and instructor guidance:
If you miss the submission window, email the instructor for follow-up; the instructor may check and assist with locating submissions posted in the wrong spot or discuss exceptions.
If you are unsure where to post, email for clarification; Brightspace submission areas can be confusing for first-timers.
Clarity on week-by-week topics:
A topic will be assigned for each week to guide your blog post, drawing on work completed that week.
If you are new to the course, watch class recordings for a detailed explanation of perusal and how topics are chosen.
Class interaction tips:
Use in-class Q&A to clarify submission process and deadlines.
If you have individual questions about your grade, contact the instructor via email for a one-on-one discussion.
Structure of the weekly class discussion on audience reach and SEO:
Besides posting, you should think about how to connect with an audience beyond just social platforms (e.g., small, local websites, QR codes linking to websites, and search engines).
Examples shared by students included:
Using specific search terms in quotation marks to narrow results on Google (Boolean/search operators).
QR codes linking directly to small business websites as a way to drive traffic.
Discovering websites via physical advertising and social media posts (Twitter/X, Reddit, etc.).
The test of effectiveness for social posts: would a stranger click the link if they saw your Blue Sky post?
Overall goal for the blogging portfolio: grow an audience by combining social engagement with search engine visibility (SEO) and a strong, authentic author voice.
SEO Basics, Indexing, and History
What is SEO?
SEO = practice of making strategic edits to web content so it ranks higher in search results (Google and other search engines).
SEO is not inherently dirty or manipulative; it can be used both ethically and unethically.
Even if you prefer no SEO, your site may not be listed on Google at all; some SEO is necessary for visibility.
The search process and the concept of indexing:
Before the Web, services like Usenet and FTP existed; Archie (1987) was an early search tool.
The Web emerged in 1992; indexing evolved as it grew.
DMOZ (Open Directory Project) started in 1998 and listed about a million URLs by 1999.
Early search engines searched only page titles; full indexing required crawling and indexing the entire page.
Web crawlers (bots) traverse links to build a massive index of pages hosted on the search engine’s servers.
When you search, the engine queries its index, not the live web, for speed and scale.
Book index analogy:
A book index lists topics and page numbers to help readers find content; a web index serves a similar function for online pages.
The initial state of search engines and the birth of Google:
A variety of search engines existed in the 1990s (Lycos, WebCrawler, HotBot, MOZ, AltaVista, Xcite, Yahoo, AskJeeves, AOL, etc.).
Google launched in 1998 with the PageRank algorithm, a key innovation that weighted links between pages to determine importance.
Keyword-based ranking vs. link-based ranking:
Early engines relied on keyword frequency (the more a term appeared, the higher the rank; this led to keyword stuffing and misuse).
Google’s PageRank prioritized sites that were linked to by other, trusted pages; the linking structure was a more robust signal of value.
PageRank metrics are now part of a far more complex, algorithmically driven system, but the core idea remains: links influence rankings.
Problems with early SEO practices and the evolution of strategies:
Keyword stuffing and invisible text (e.g., white text on a page) were exploited to boost rankings.
Link spam and easy manipulation of PageRank led to algorithm updates to curb abuse.
Modern SEO blends high-quality content, solid linking structure, and technical optimization rather than black-hat tricks.
How search engines index and crawl today:
Indexing is the process of adding a page to a search engine’s database; crawlers refresh pages at varying frequencies depending on site popularity and traffic.
If a site has little traffic or few links, crawlers visit less often; high-traffic sites are crawled more frequently.
Crucial concept: for a site to be found, it must be indexed; being on the web is not enough.
The role of long-tail keywords and audience targeting:
Most searches are a mix of common phrases and many long-tail, highly specific questions.
Long-tail phrases typically have lower competition and higher conversion, making them attractive for new sites.
Example of long-tail strategy: instead of competing for “mental health,” target a phrase like “what is it like being a student athlete with mental health challenges at Algoma” or “why are my tomato plants turning yellow” to address a specific user question.
Keyword research and value considerations:
Tools like Google Keyword Planner (and free alternatives) provide search volume and related keywords; paid access to data can be expensive.
WordStream is highlighted as a practical free or low-cost option for finding related keywords and their search volume.
Terms carry different value signals: high search volume is not always high commercial value; CPC (cost-per-click) and intent matter.
Where to place keywords for SEO impact:
Key locations: URL, Title, Meta tags, and header tags (H1, H2, etc.).
The body text should be natural and not stuffed with keywords.
Use variations and related terms rather than forcing exact phrases repeatedly.
Practical takeaway for student blogs:
For tomorrow’s post, perform keyword research on WordStream (or a similar site) to identify a low-competition keyword/phrase.
Craft a blog post that directly answers a user question tied to that keyword (audience-focused content).
Include the chosen keyword in the URL, title, and meta tags; avoid keyword stuffing in the body.
Align the post with audience needs and realistic search intent.
Why this matters for visibility:
A well-optimized post improves chances of appearing on the first page of search results, where most users click.
Most users do not scroll beyond the first page; ranking on the first page is critical for discovery.
Long-tail optimization increases the likelihood of attracting targeted, actionable traffic.
Google Search Console and Live Lab: Indexing Your Blog
Hands-on lab planned: indexing your block via Google Search Console.
Steps outlined in class:
Open Google Search Console and paste your blog’s URL (excluding anything after the domain) and click Continue.
In WordPress, locate WordPress dashboard -> Jetpack -> Traffic -> Site verification, and paste the verification text from Google Search Console; save.
Return to Google Search Console and try to Verify; if it doesn’t update immediately, use the Verify later option and retry in about an hour.
In Google Search Console, use URL Inspection to check the URL status and request indexing once verified.
Note: Some students may see an error initially; patience and retry later often resolves indexing status.
Practical outcomes:
Indexing a blog makes it searchable by Google and other search engines, enabling you to monitor traffic through the Search Console.
After indexing, you can check traffic data and refine strategies accordingly.
Additional indexing and SEO tools mentioned:
WordStream for keyword research and related keywords; helps identify long-tail opportunities.
Google Keyword Planner mentioned as a data source (often behind paywalls) for search volume and competition insights.
Data-driven optimization approach:
Use analytics from Search Console to export performance data (Excel) and prepare a brief report (500–700 words) detailing methods, results, and next steps.
Attach performance data and screenshots to support your analysis.
Keyword Research, Placement, and Audience-focused Blogging
Long-tail keyword strategy:
Target long-tail phrases with specific intent to improve reach with lower competition and higher relevance.
Examples discussed: variations around mental health, schizophrenia, anxiety, OCD, etc., with discussion of CPC and competition signals.
Keyword research workflow:
Use WordStream (or equivalent) to identify related searches and their frequency, CPC, and competition signals.
Compare general terms (broad topics) vs. specific long-tail phrases to determine which ones align with your content goals.
Understanding keyword value signals:
Higher CPC suggests advertisers are willing to pay more for clicks; not always aligned with quality of content for a given audience.
Broad terms like "mental health" have broad intent and significant advertising competition; long-tail variations may yield better conversions for niche audiences.
If a search term implies consumer intent (e.g., products/services), advertisers bid more; content goals should align with audience needs rather than direct monetization.
Keyword placement best practices:
Place primary keyword in the URL, in the post title, and in meta tags; include in at least one headline (H1/H2) and natural variations throughout the post body.
Do not overstuff keywords; maintain natural readability and provide real value.
Use secondary keywords and related terms to signal semantic relevance.
Task for tomorrow’s blog post:
Conduct keyword research on WordStream (or alternative) to identify a low-competition keyword/phrase.
Write an audience-focused post that answers a user’s question related to that keyword (e.g., “why are my tomato plants turning yellow”).
Ensure the post’s URL, title, and meta tags reflect the keyword; avoid stuffing in body text.
Consider what question your target audience would search for and structure the post to answer that question clearly.
Extra Credit: Social Engagement Project Lab and Report
About the optional extra credit assignment (up to 5%):
Students will register their WordPress blog on Google Search Console and attempt to drive traffic until indexed.
Steps include posting content, sharing on Blue Sky with compelling copy, and using social engagement to attract visitors.
You must export Google Search Console performance data and attach a screenshot of your WordPress traffic report to your 500–700 word report.
Report structure (500–700 words):
Introduction: describe the blog, audience, and goals.
Methodology: explain steps taken to improve search rankings (indexing, keyword placement, social sharing strategies).
Results: state whether traffic improved; if not, analyze why and what adjustments could be made.
Conclusions: summarize outcomes and plan for further optimization and audience engagement.
Deliverables and data sharing:
Attach an Excel export of performance data and a screenshot of the WordPress traffic report.
Important rules and boundaries:
The extra credit is optional and time-bound; a special rule prohibits asking questions about the assignment after the instructor’s initial briefing.
You may use pseudonyms for author identity in public postings; the instructor must be aware of who you are for grading purposes.
The due date for the extra credit component is listed as October 9 on Brightspace.
About the Course Logistics and Support
Weekly structure and support:
The instructor will provide some flexibility for students with extenuating circumstances, but the default late penalty and submission rules apply to most students.
Individual questions about grades or submission issues should be sent via email for a one-on-one review.
Recorded content and follow-up:
Class recordings (Week 3 content) are available for review if students need to revisit SEO concepts or the indexing lab.
Final notes and closing guidance:
In Week 1, the instructor is providing personalized feedback to students upon request; for Weeks 2 and 3, individual feedback is not automatic unless requested.
The overall aim is to balance public-facing writing with practical SEO skills to help your content reach a real audience.
Non-Academic Interlude (Transcript Segment)
The transcript includes a long, informal segment about a reaction video to an aquarium/June video:
A personal, off-topic discussion about fish tanks, aquascaping, and a fan’s reaction to a creator named June.
Mentions of catfish, aquarium equipment (e.g., 60-gallon tank, 5-gallon baseline, various filters and substrates), and engaging YouTube-style commentary.
The segment showcases informal classroom distraction, humor, and the kind of off-topic content students sometimes share in casual conversations.
Note: This content is not central to SEO or weekly blogging portfolio topics but is part of the transcript and demonstrates real-classroom dynamics and student engagement.
Quick Reference: Key Numbers and Concepts (LaTeX-formatted)
Late submission penalties (major vs. portfolio): 2 ext{ extdollar}ig(2 ext{ extdollar} ext{/day}ig)
Weekly blog metrics referenced:
Maximum tank size example mentioned: 60 ext{ gallons}
Filter capacity baseline example: 5 ext{ gallons}
Two common numeric concepts in the discussion:
Submissions: four parts per assignment
Time-based indexing cadence: crawlers update at varying frequencies depending on site popularity
Example numeric scenario in the talk:
A hypothetical site with a large share of links; in quant terms: a site with 38.4% of all links in a simplified internet-wide example is used to illustrate link dominance (purely illustrative).
General observation about search behavior:
Most users do not scroll past the first page; long-tail optimization helps capture niche queries.
Mathematical analogy (indexing and search):
Indexing is like an alphabetical index in a book, helping locate topics efficiently; the web index is a massively scaled, automated version of that concept.
Practical Action Items for Students (Summary)
Tomorrow: perform keyword research on WordStream and identify a low-competition keyword phrase related to your blog topic.
Write an audience-focused post that answers a specific user question tied to that keyword; plan to map the keyword to the URL, title, and meta tags.
Prepare for the indexing lab by attempting to verify your WordPress site in Google Search Console and practice requesting indexing.
Draft your 500–700 word extra-credit report if you choose to participate, including data exports and screenshots.
Maintain an authentic voice and be transparent about AI usage; ensure your authorship statements reflect your own writing.
If you have submission issues, email the instructor promptly for clarification and potential follow-up.
Quick Glossary (for study reference)
SEO: Search Engine Optimization
Indexing: Process by which search engines add web pages to their searchable database
Crawlers: Bots that scan the web to collect pages for indexing
PageRank: Google's early link-based ranking signal (historical; now part of a broader algorithm)
Long-tail keywords: Specific, lower-competition search phrases with high conversion potential
Meta tags: HTML tags that provide metadata about a page to search engines
WordStream: Tool for keyword research and related search terms
Google Search Console: Tool to monitor and manage a site's presence in Google search results
Jetpack: WordPress plugin with site verification features for search tools
Brightspace: Learning management system used for assignment submission and feedback