Inbound Marketing and SEO: Insights from the Moz Blog

Rand Fishkin, Thomas Høgenhaven

John Wiley & Sons, May 21, 2013 - Business & Economics - 360 pages

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 Høgenhaven 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.

Contents

• Introduction: 5
• White Hat SEO It Fing Works: 11
• Schema org Why Youre Behind If Youre Not Using: 23
• Perfecting Keyword Targeting and OnPage Optimization: 31
• Duplicate Content in a PostPanda World: 39
• Freshness Factor 10 Illustrations on: 63
• Rate of New Link Growth Signals Freshness: 69
• All Links Are Not Created Equal 10 Illustrations: 75
• Links Contained Within: 83
• CONTENT: 91
• Scaling White Hat Link BuildingScaling Content: 109
• 10 Super Easy SEO Copywriting Tips for Improved Link Building: 117
• SOCIAL MEDIA: 123
• Life After Google Is Now 9 Pieces of Advice: 131
• Conclusion: 135
• Tracking the KPIs of Social Media: 137
• Everyone Should Hire Social Media Experts: 159
• What Do We Do?: 170
• OUTREACH: 185
• A Link Builders Gmail Productivity Setup: 203
• Putting Guest Post Outreach Theories: 215
• CONVERSION RATE OPTIMIZATION: 223
• The 12Step Landing Page Rehab Program: 237
• Lessons Learned from 21 Case Studies: 251
• An Illustrated Guide to Web Experiments: 263
• 11 Google Analytics Tricks to Use for Your Website: 275
• EyeTracking Google SERPS5 Tales of Pizza: 289
• Calculating and Improving Your Twitter ClickThrough Rate: 297
• ANALYTICS 269: 305
• Launching a New Website 18 Steps: 307
• Create Your SiteBrands Social Accounts: 316
• Connect Your Social Accounts: 317
• Build a List of Keywords to Target in Search Engines: 318
• Plug into Moz Analytics: 319
• Meet the Authors: 321
• The Responsibilities of SEO Have Been Upgraded: 325

About the author

Rand Fishkin is the CEO & Co-Founder of Moz, a leader in the field of search engine optimization tools, resources & community. In 2009, he was named among the 30 Best Young Tech Entrepreneurs Under 30 by BusinessWeek, and has been written about it in The Seattle Times, Newsweek and the NY Times among others. Rand has keynoted conferences on search from Sydney to Reykjavik, Montreal to Munich and spoken at dozens of shows around the world. He co-edited The Art of SEO: Mastering Search Engine Optimization: Theory in Practice (O'Reilly).

Thomas H?genhaven works as CSO in Chrisper Economy, primarily focusing on SEO and inbound marketing. He is pursuing a PhD degree in Information Science at Copenhagen Business School and is a visiting research fellow at Cornell University. Thomas was the co-author of N?r internettet har magten (about inbound marketing, written in Danish), and editor of Politisk Psykologi (political psychology anthology, written in Danish).

Bibliographic information

• Title: Inbound Marketing and SEO: Insights from the Moz Blog
• Authors: Rand Fishkin, Thomas Høgenhaven
• Publisher: John Wiley & Sons, 2013
• ISBN: 1118551583, 9781118551585
• Length: 360 pages
• Subjects: Business & Economics / Advertising & Promotion; Business & Economics / E-Commerce / Digital Marketing; Business & Economics / General