Inbound Marketing and SEO
Table of Contents
Investing in Inbound Marketing for the Long Term
Part I: SEARCH ENGINE OPTIMIZATION
Chapter 1: White Hat SEO: It F@$#ing Works
Why We Can't Ignore Black Hat Entirely
Why White Hat is Always Better
Chapter 2: Schema.org: Why You're Behind If You're Not Using It
Myth: Schema.org Markup Doesn't Get Rich Snippets!
Five Underused Schema.org Applications
Chapter 3: Perfecting Keyword Targeting and On-Page Optimization
Best Practices for Optimizing Pages
Internal Links and Location in Site Architecture
Why Don't We Always Obey These Rules?
Chapter 4: Duplicate Content in a Post-Panda World
Tools for Diagnosing Duplicates
Chapter 5: Freshness Factor: 10 Illustrations on How Fresh Content Can Influence Rankings
How Google Scores Fresh Content
1. Freshness by Inception Date
2. How Much a Document Changes Influences Freshness
3. The Rate of Document Change (How Often) Impacts Freshness
4. Freshness Influenced by New Page Creation
5. Changes to Important Content Matter More
6. Rate of New Link Growth Signals Freshness
7. Links from Fresh Sites Pass Fresh Value
8. Changes in Anchor Text Signals May Devalue Links
9. User Behavior Indicates Freshness
10. Older Documents Still Win Certain Queries
Chapter 6: All Links Are Not Created Equal: 10 Illustrations of Search Engines' Valuation of Links
Principle #1: Links Higher Up in HTML Code Cast More Powerful Votes
Principle #2: External Links Are More Influential Than Internal Links
Principle #3: Links From Unique Domains Matter More Than Links From Previously Linking Sites
Principle #4: Links From Sites Closer to a Trusted Seed Set Pass More Value
Principle #6: Keywords in HTML Text Pass More Value Than Those in Alt Attributes of Linked Images
Principle #7: Links From More Important, Popular, Trusted Sites Pass More Value
Principle #8: Links Contained Within Noscript Tags Pass Low, If Any, Value
Principle #9: A Burst of New Links May Enable a Document to Outrank “Stronger” Competition
Principle #10: Legitimate Links on Pages That Also Link to Web Spam May Be Devalued
Chapter 7: The Responsibilities of SEO Have Been Upgraded
Chapter 8: Beyond Blog Posts: A Guide to Innovative Content Types
Magazine and Long-Form Content
Why Everyone Needs a Marketing Oracle for Their Content Platform
Chapter 9: Scaling White Hat Link Building—Scaling Content
What's This All Have to Do with Link Building?
Filling the Hopper with Good Content
Chapter 10: 10 Super Easy SEO Copywriting Tips for Improved Link Building
5. A Picture Is Worth 1,000 Clicks
6. Use Sub-Headlines or Die Trying
Chapter 11: The Rich Get Richer: True in SEO, Social, and All Organic Marketing
What Does Designing For Social Mean?
2. Twitter Is for the Insider's View
4. It's All One Product Concept = Better Use of Time and Energy
5. Do More of What Is Successful
Chapter 13: Tracking the KPIs of Social Media
Reddit, StumbleUpon, Quora, Yelp, Flickr, and YouTube
Tools for Measuring Social Media Metrics
Chapter 14: Everyone Should Hire “Social Media Experts”
Chapter 15: A Peek Under the Hood: How We Manage the moz Community
Chapter 16: Throw Away Your Form Letters (or 5 Principles to Better Outreach Link Building)
1. Talk to People Like People (Throw Out Your Form Letters)
Link-Building Email Templates from Industry Link Builders
Exchange for a Link (But Not a Link Exchange)
Incentivized Reviews for Ecommerce
Chapter 18: Putting Guest Post Outreach Theories to the Test [With Some Real-World Data]
Theory #1: Being a Woman Will Get You More Links
Battle of the Sexes: Who Performed Better?
Theory #3: Timing Is Important
Theory #4: Personalisation Is Worth It (or Is It?)
Theory #5: The Style of Outreach Email Has an Impact
Theory #6: Persistence Pays Off
What's the Perfect Combination?
Part V: CONVERSION RATE OPTIMIZATION
Chapter 19: An Illustrated Guide to the Science of Influence and Persuasion
Chapter 20: The 12-Step Landing Page Rehab Program
Establishing a Conversion Baseline—The Conversion Scorecard
Step 1: Use a Separate Landing Page for Each Inbound Traffic Source
Step 2: A/B Test Your Landing Pages
Step 3: Match Your Landing Page Message to the Upstream Ad
Step 5: Use Videos to Increase Engagement and Conversions
Step 6: Use Directional Cues to Lead the Way
Step 7: Find the Optimal Balance of Data versus Conversion Rate
Step 8: Be Honest About Your Writing and Edit Ruthlessly
Step 9: Make It Desirable to Share
Step 10: Leverage Social Proof and Trust Devices
Step 11: One Page, One Purpose
Step 12: Post-Conversion Marketing
Chapter 21: Lessons Learned from 21 Case Studies in Conversion Rate Optimization
Chapter 22: An Illustrated Guide to Web Experiments
MVT Face-off: Full Factorial versus Fractional Factorial
Testing the Test Environment with the A/A Test
Pro Tip: Ramp Up Traffic to Experimental Conditions Gradually
Chapter 23: 11 Google Analytics Tricks to Use for Your Website
1. Set Up Your Analytics Goals
2. Connect Your Google Webmaster Tools Account
3. Leverage Site Speed Reporting
8. Use Custom Campaign Tracking
Chapter 24: Eye-Tracking Google SERPs—5 Tales of Pizza
Local #1: “best pizza in Chicago”
Video Thumbnails: “how to make a pizza”
Product Images: “pizza cutters”
Expanded Site Links: “Pizza Hut”
Chapter 25: Calculating and Improving Your Twitter Click-Through Rate
Q: Do My Wordier Tweets Earn Higher CTR?
Q: Do My Shorter Tweets Perform Better?
Q: Do On/Off-Topic Tweets Affect My CTR?
Q: Is My CTR Improving Over Time?
Chapter 26: Launching a New Website: 18 Steps to Successful Metrics and Marketing
#2: Set Up Google and Bing Webmaster Tools Accounts
#3: Run a Crawl Simulation of Your Site
#4: Test Your Design with Browser Emulators
#6: Tag the Actions That Matter
#7: Conduct an Online Usability/Branding Test
#9: Build an Email List of Friends and Business Contacts for Launch
#10: Create Your Google Alerts
#11: Bookmark Brand Tracking Queries
#12: Make Email Signup/Subscription Available
#13: Create Your Site/Brand's Social Accounts
#14: Connect Your Social Accounts
#15: Make a List of Outreach Contacts
#16: Build a List of Keywords to Target in Search Engines