Inbound Marketing and SEO: Insights from the Moz Blog

Inbound Marketing and SEO: Insights from the Moz Blog

By: Thomas Hogenhaven (author), Rand Fishkin (author)Paperback

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Description

Learn from the leading resource on the latest inbound marketing techniques As the SEO industry undergoes a shift and Google continues to change its algorithm, successful SEO practitioners need to increase their knowledge of a wide range of inbound marketing channels. The Moz Blog is the go-to place for the latest thought leadership on the shifts in inbound marketing and SEO. This book cherry-picks and updates the most popular articles for the key inbound marketing disciplines, mixing them with some brand-new essays. Rand Fishkin and Thomas Hogenhaven have produced a masterfully edited anthology packed with information to provide the best possible insight into these marketing channels. The popular Moz blog is a top resource for cutting-edge information on SEO techniques: * Co-compiled and co-edited by Moz CEO and co-founder Rand Fishkin, this book is an anthology of articles selected to provide the best possible overview of current SEO and inbound marketing techniques and trends * Covers channels of online marketing, content marketing, social media, outreach, conversion rate optimization, and analytics, as well as search engine optimization * Focuses on leveraging existing platforms like social media sites and community for inbound marketing success Inbound Marketing and SEO is a must-have for marketers in today's online world.

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Contents

Introduction 1 SEO Is Changing 2 From SEO to Inbound Marketing 2 Inbound Marketing 3 Investing in Inbound Marketing for the Long Term 4 Why Read Th is Book? 4 PART I: SEARCH ENGINE OPTIMIZATION 5 The Birth of SEO 5 Life Aft er Google 6 Cracking Down 6 How Search Engines Make Money 7 Tactics Th at Never Stop Working 8 The Future of Search 8 Chapter 1: White Hat SEO: It Works 9 Some Points on Kris Post 11 Black Hat SEO 15 Why We Can t Ignore Black Hat Entirely 17 Why White Hat Is Always Better 18 Chapter 2: Schema.org: Why You re Behind If You re Not Using It 23 Myth: Schema.org Markup Doesn t Get Rich Snippets! 24 Schema.org Is Not a Language 25 Five Underused Schema.org Applications 26 #1 Events 26 #2 Jobs 27 #3 Reputation Management 28 #4 News Sites 29 #5 Ecommerce 29 Wrap-Up 29 Chapter 3: Perfecting Keyword Targeting and On-Page Optimization 31 Best Practices for Optimizing Pages 33 HTML Head Tags 33 URLs 34 Body Tags 35 Internal Links and Location in Site Architecture 36 Page Architecture 36 Why Don t We Always Obey These Rules? 37 Best Practices for Ranking #1 37 Chapter 4: Duplicate Content in a Post-Panda World 39 What Is Duplicate Content? 40 Why Do Duplicates Matter? 40 The Supplemental Index 40 The Crawl Budget 41 The Indexation Cap 41 The Penalty Debate 41 The Panda Update 42 Three Kinds of Duplicates 42 True Duplicates 42 Near Duplicates 42 Cross-domain Duplicates 43 Tools for Fixing Duplicates 43 404 (Not Found) 43 301-Redirect 43 Robots.txt 44 Meta Robots 44 Rel=Canonical 45 Google URL Removal 46 Google Parameter Blocking 46 Bing URL Removal 47 Bing Parameter Blocking 47 Rel=Prev and Rel=Next 48 Internal Linking 49 Don t Do Anything 49 Rel= alternate hrefl ang= x 49 Examples of Duplicate Content 49 www versus Non-www 50 Staging Servers 50 Trailing Slashes ( / ) 51 Secure (https) Pages 51 Home page Duplicates 51 Session IDs 52 Affiliate Tracking 52 Duplicate Paths 53 Functional Parameters 53 International Duplicates 54 Search Sorts 54 Search Filters 55 Search Pagination 55 Product Variations 56 Geo-keyword Variations 56 Other Thin Content 57 Syndicated Content 57 Scraped Content 57 Cross-ccTLD Duplicates 58 Which URL Is Canonical? 58 Tools for Diagnosing Duplicates 59 Google Webmaster Tools 59 Google s Site: Command 60 Your Own Brain 61 I Hope That Covers It 61 Chapter 5: Freshness Factor: 10 Illustrations on How Fresh Content Can Influence Rankings 63 How Google Scores Fresh Content 64 1. Freshness by Inception Date 65 2. How Much a Document Changes Influences Freshness 66 3. The Rate of Document Change (How Often) Impacts Freshness 66 4. Freshness Influenced by New Page Creation 67 5. Changes to Important Content Matter More 68 6. Rate of New Link Growth Signals Freshness 69 7. Links from Fresh Sites Pass Fresh Value 69 8. Changes in Anchor Text Signals May Devalue Links 70 9. User Behavior Indicates Freshness 71 10. Older Documents Still Win Certain Queries 72 Conclusion 73 Chapter 6: All Links Are Not Created Equal: 10 Illustrations of Search Engines Valuation of Links 75 Principle #1: Links Higher Up in HTML Code Cast More Powerful Votes 77 Principle #2: External Links Are More Influential Than Internal Links 78 Principle #3: Links From Unique Domains Matter More Than Links From Previously Linking Sites 79 Principle #4: Links From Sites Closer to a Trusted Seed Set Pass More Value 80 Principle #5: Links From Inside Unique Content Pass More Value Than Those From Header/Footer/Sidebar Navigation Do 81 Principle #6: Keywords in HTML Text Pass More Value Than Those in Alt Attributes of Linked Images 82 Principle #7: Links From More Important, Popular, Trusted Sites Pass More Value 82 Principle #8: Links Contained Within Noscript Tags Pass Low, If Any, Value 83 Principle #9: A Burst of New Links May Enable a Document to Outrank Stronger Competition 83 Principle #10: Legitimate Links on Pages Th at Also Link to Web Spam May Be Devalued 84 Conclusion 85 Chapter 7: The Responsibilities of SEO Have Been Upgraded 87 PART II: CONTENT 91 History of Content within SEO 91 Types of Content 92 Turning Challenges into Opportunities 93 Video Content 93 High-Quality Content 93 Producing Content on Budget 94 Content at Scale 94 The Future of Content 95 Chapter 8: Beyond Blog Posts: A Guide to Innovative Content Types 97 Q&A Content 98 Presentations 99 Curated Content 100 Magazine and Long-Form Content 102 Imagery and Photojournalism 102 Video 103 Interactive Infographics 105 Product Marketplaces 105 Facebook Notes 106 Why Everyone Needs a Marketing Oracle for Their Content Platform 107 Chapter 9: Scaling White Hat Link Building Scaling Content 109 Scalable Content 110 Cost 111 Scale 111 Quality 111 What s This All Have to Do with Link Building? 112 Great Content? 112 Use Only Great Writers 113 Quality Control 113 Automation 113 Filling the Hopper with Good Content 114 Scaling 114 Do We Have All Th is Stuff ? 115 Chapter 10: 10 Super Easy SEO Copywriting Tips for Improved Link Building 117 1. Write for Power Skimmers 118 2. Why Headline Formulas Work 119 3. Get 20% More with Numbers 119 4. Free and Easy Power Words 120 5. A Picture Is Worth 1,000 Clicks 120 6. Use Sub-Headlines or Die Trying 121 7. When in Doubt, List It Out 121 8. Quotes 122 9. The Bold and the Italic 122 10. Be Honest 122 PART III: SOCIAL MEDIA 123 Social Media Marketing: The Early Years 123 Social Media Awakening: It s Not Just About Me, It s About You 124 Example 1 124 Example 2 125 Social Media Management: The Online Community Manager Is Born 125 Social Media Strategy: A Part of the Team 125 Social Media: What Does the Future Hold? 126 Chapter 11: The Rich Get Richer: True in SEO, Social, and All Organic Marketing 127 Chapter 12: Life Aft er Google Is Now: 9 Pieces of Advice on How a New Site Can Succeed Without Search 131 What Does Designing For Social Mean? 132 1. Only the Best Goes Online 132 2. Twitter Is for the Insider s View 132 3. Facebook Is for Debate 132 4. It s All One Product Concept = Better Use of Time and Energy 133 What We Learned 133 5. Do More of What Is Successful 133 6. Not Everything Succeeds 133 7. Jump on Every Opportunity 133 8. Partnerships = Win-Win 134 9. Tools Help 134 In Conclusion 135 Chapter 13: Tracking the KPIs of Social Media 137 Why and Where Social Matters 138 Which Social Metrics to Track 140 Facebook 141 Twitter 142 LinkedIn 146 Google+ 149 Reddit, StumbleUpon, Quora, Yelp, Flickr, and YouTube 152 Blogs and Forums 152 Tools for Measuring Social Media Metrics 153 Chapter 14: Everyone Should Hire Social Media Experts 157 Chapter 15: A Peek Under the Hood: How We Manage the Moz Community 163 Who Are We? 164 Keri Morgret 164 Erica McGillivray 165 Megan Singley 165 Lindsay Wassell 166 Christy Correll 166 Melissa Fach 167 Miriam Ellis 167 Jen Lopez 168 Community Doesn t Stop There 168 Ashley Tate 169 Peter Meyers (aka Dr. Pete) 169 Mozzers 169 What Do We Do? 170 Blog 170 YouMoz 172 Q&A 173 Social Community 175 Twitter 175 Facebook 177 Google+ 180 LinkedIn 181 Whew. 183 PART IV: OUTREACH 185 Why Outreach Is Important 185 Good Outreach versus Bad Outreach 186 How Outreach Has Changed 186 The Dangers of Buying Links 187 The Challenges of Outreach 188 The Importance of Exceptional Content 188 Chapter 16: Th row Away Your Form Letters (or 5 Principles to Better Outreach Link Building) 189 1. Talk to People Like People (Th row Out Your Form Letters) 190 Opening 191 Sustaining 193 Closing 195 2. Stand out in the Inbox 197 3. Do Your Research 198 4. Off er Value 199 5. Maintain the Rapport 199 Conclusion 200 Chapter 17: A Link Builder s Gmail Productivity Setup (with Outreach Emails from 4 Industry Link Builders) 203 Gmail Tools and Tips 204 Gmail Shortcuts 204 Canned Responses 205 Rapportive 206 Boomerang 207 Undo Send 208 Send and Archive 208 Link Building Email Templates from Industry Link Builders 209 Broken Link Building 209 Guest Posting 210 PR 210 Push Content 211 Exchange for a Link (But Not a Link Exchange) 212 Incentivized Reviews for Ecommerce 213 Chapter 18: Putting Guest Post Outreach Theories to the Test [With Some Real-World Data] 215 Theory #1: Being a Woman Will Get You More Links 216 Battle of the Sexes: Who Performed Better? 216 Theory #2: Job Title Matters 217 Theory #3: Timing Is Important 218 Theory #4: Personalisation Is Worth It (or Is It?) 219 The Results 219 What Did We Learn? 220 Theory #5: The Style of Outreach Email Has an Impact 221 Theory #6: Persistence Pays Off 221 What s the Perfect Combination? 222 PART V: CONVERSION RATE OPTIMIZATION 223 The Evolution of CRO 224 Testing and CRO 225 The Future of CRO 226 Chapter 19: An Illustrated Guide to the Science of Influence and Persuasion 227 #1 Reciprocation 228 #2 Commitment and Consistency 229 #3 Social Proof 231 #4 Liking 232 #5 Authority 233 #6 Scarcity 234 Chapter 20: The 12-Step Landing Page Rehab Program 237 Establishing a Conversion Baseline The Conversion Scorecard 239 Scoring Your Page 239 Step 1: Use a Separate Landing Page for Each Inbound Traffi c Source 239 Sponsor s Advice 240 Step 2: A/B Test Your Landing Pages 240 Sponsor s Advice 241 Step 3: Match Your Landing Page Message to the Upstream Ad 241 Sponsor s Advice 241 Step 4: Context of Use 242 Sponsor s Advice 242 Step 5: Use Videos to Increase Engagement and Conversions 242 Sponsor s Advice 243 Step 6: Use Directional Cues to Lead the Way 243 Sponsor s Advice 245 Step 7: Find the Optimal Balance of Data versus Conversion Rate 245 Sponsor s Advice 245 Step 8: Be Honest About Your Writing and Edit Ruthlessly 246 Sponsor s Advice 246 Step 9: Make It Desirable to Share 246 Sponsor s Advice 246 Step 10: Leverage Social Proof and Trust Devices 247 Sponsor s Advice 247 Step 11: One Page, One Purpose 247 Sponsor s Advice 248 Step 12: Post-Conversion Marketing 248 Sponsor s Advice 249 What Now? 249 Chapter 21: Lessons Learned from 21 Case Studies in Conversion Rate Optimization 251 The Role of Design 252 The Role of Social Proof 254 The Role of Headline and Copy 258 The Role of Call-to-Action 260 Your Role 262 Chapter 22: An Illustrated Guide to Web Experiments 263 A/B or MVT 264 MVT Face-off : Full Factorial versus Fractional Factorial 265 Testing the Test Environment with the A/A Test 266 Statistical Significance 267 Pro Tip: Ramp Up Traffi c to Experimental Conditions Gradually 268 PART VI: ANALYTICS 269 Ecommerce Budget Allocation Decision 270 Burning Question 270 Data Needs 270 Analysis 270 Paul s Grief Over His Lack of Blogging Success 271 Burning Question 271 Data Needs 271 Analysis 271 Naoki s Obsession with Being #1 272 Burning Question 273 Data Needs 273 Analysis 273 To Shoot or Not to Shoot; Th at Is the Question 273 Burning Question 274 Data Needs 274 Analysis 274 Chapter 23: 11 Google Analytics Tricks to Use for Your Website 275 1. Set Up Your Analytics Goals 276 2. Connect Your Google Webmaster Tools Account 277 3. Leverage Site Speed Reporting 278 4. Enable Site Search 280 5. Track Events 280 6. Real-Time Reporting 282 7. Multi-Channel Funnels 283 8. Use Custom Campaign Tracking 283 9. Plot Rows 284 10. Custom Dashboards 285 11. Flow Visualization 286 Visitors Flow 287 Goal Flow 287 Conclusion 287 Chapter 24: Eye-Tracking Google SERPs 5 Tales of Pizza 289 The Equipment and Methodology 290 Local #1: best pizza in Chicago 290 Local #2: pizza 292 Video Thumbnails: how to make a pizza 293 Product Images: pizza cutters 294 Expanded Site Links: Pizza Hut 295 Some General Implications 296 Chapter 25: Calculating and Improving Your Twitter Click-Th rough Rate 297 Q: Do My Wordier Tweets Earn Higher CTR? 300 Q: Do My Shorter Tweets Perform Better? 300 Q: Do On/Off -Topic Tweets Aff ect My CTR? 301 Q: Is My CTR Improving Over Time? 302 PART VII: CONCLUSION 305 Chapter 26: Launching a New Website: 18 Steps to Successful Metrics and Marketing 307 #1: Install Visitor Analytics 308 #2: Set Up Google and Bing Webmaster Tools Accounts 308 #3: Run a Crawl Simulation of Your Site 310 #4: Test Your Design with Browser Emulators 310 #5: Set Up RSS Feed Analytics 311 #6: Tag the Actions Th at Matter 312 #7: Conduct an Online Usability/Branding Test 312 #8: Establish a KPI Dashboard 313 #9: Build an Email List of Friends and Business Contacts for Launch 313 #10: Create Your Google Alerts 314 #11: Bookmark Brand Tracking Queries 314 #12: Make Email Signup/Subscription Available 315 #13: Create Your Site/Brand s Social Accounts 316 #14: Connect Your Social Accounts 317 #15: Make a List of Outreach Contacts 317 #16: Build a List of Keywords to Target in Search Engines 318 #17: Set Targets for the Next 12 Months 318 #18: Plug into Moz Analytics 319 Meet the Authors 321 Index 325

Product Details

  • publication date: 12/07/2013
  • ISBN13: 9781118551554
  • Format: Paperback
  • Number Of Pages: 360
  • ID: 9781118551554
  • weight: 500
  • ISBN10: 1118551559

Delivery Information

  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
  • Courier Delivery: Yes
  • Store Delivery: Yes

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