{"product_id":"inbound-marketing-and-seo-insights-from-the-seomoz-blog-9781118551554","title":"Inbound Marketing and SEO Insights from the","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eLearn 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eSEO Is Changing 2\u003c\/p\u003e \u003cp\u003eFrom SEO to Inbound Marketing 2\u003c\/p\u003e \u003cp\u003eInbound Marketing 3\u003c\/p\u003e \u003cp\u003eInvesting in Inbound Marketing for the Long Term 4\u003c\/p\u003e \u003cp\u003eWhy Read This Book? 4\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Search Engine Optimization 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Birth of SEO 5\u003c\/p\u003e \u003cp\u003eLife After Google 6\u003c\/p\u003e \u003cp\u003eCracking Down 6\u003c\/p\u003e \u003cp\u003eHow Search Engines Make Money 7\u003c\/p\u003e \u003cp\u003eTactics That Never Stop Working 8\u003c\/p\u003e \u003cp\u003eThe Future of Search 8\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: White Hat SEO: It F@$ing Works 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSome Points on Kris’ Post 11\u003c\/p\u003e \u003cp\u003eBlack Hat ≠ SEO 15\u003c\/p\u003e \u003cp\u003eWhy We Can’t Ignore Black Hat Entirely 17\u003c\/p\u003e \u003cp\u003eWhy White Hat Is Always Better 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Schema.org: Why You’re Behind If You’re Not Using It 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMyth: Schema.org Markup Doesn’t Get Rich Snippets! 24\u003c\/p\u003e \u003cp\u003eSchema.org Is Not a Language 25\u003c\/p\u003e \u003cp\u003eFive Underused Schema.org Applications 26\u003c\/p\u003e \u003cp\u003e1 Events 26\u003c\/p\u003e \u003cp\u003e2 Jobs 27\u003c\/p\u003e \u003cp\u003e3 Reputation Management 28\u003c\/p\u003e \u003cp\u003e4 News Sites 29\u003c\/p\u003e \u003cp\u003e5 Ecommerce 29\u003c\/p\u003e \u003cp\u003eWrap-Up 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Perfecting Keyword Targeting and On-Page Optimization 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBest Practices for Optimizing Pages 33\u003c\/p\u003e \u003cp\u003eHTML Head Tags 33\u003c\/p\u003e \u003cp\u003eURLs 34\u003c\/p\u003e \u003cp\u003eBody Tags 35\u003c\/p\u003e \u003cp\u003eInternal Links and Location in Site Architecture 36\u003c\/p\u003e \u003cp\u003ePage Architecture 36\u003c\/p\u003e \u003cp\u003eWhy Don’t We Always Obey These Rules? 37\u003c\/p\u003e \u003cp\u003eBest Practices for Ranking  1 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Duplicate Content in a Post-Panda World 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Duplicate Content? 40\u003c\/p\u003e \u003cp\u003eWhy Do Duplicates Matter? 40\u003c\/p\u003e \u003cp\u003eThe Supplemental Index 40\u003c\/p\u003e \u003cp\u003eThe Crawl Budget 41\u003c\/p\u003e \u003cp\u003eThe Indexation Cap 41\u003c\/p\u003e \u003cp\u003eThe Penalty Debate 41\u003c\/p\u003e \u003cp\u003eThe Panda Update 42\u003c\/p\u003e \u003cp\u003eThree Kinds of Duplicates 42\u003c\/p\u003e \u003cp\u003eTrue Duplicates 42\u003c\/p\u003e \u003cp\u003eNear Duplicates 42\u003c\/p\u003e \u003cp\u003eCross-domain Duplicates 43\u003c\/p\u003e \u003cp\u003eTools for Fixing Duplicates 43\u003c\/p\u003e \u003cp\u003e404 (Not Found) 43\u003c\/p\u003e \u003cp\u003e301-Redirect 43\u003c\/p\u003e \u003cp\u003eRobots.txt 44\u003c\/p\u003e \u003cp\u003eMeta Robots 44\u003c\/p\u003e \u003cp\u003eRel=Canonical 45\u003c\/p\u003e \u003cp\u003eGoogle URL Removal 46\u003c\/p\u003e \u003cp\u003eGoogle Parameter Blocking 46\u003c\/p\u003e \u003cp\u003eBing URL Removal 47\u003c\/p\u003e \u003cp\u003eBing Parameter Blocking 47\u003c\/p\u003e \u003cp\u003eRel=Prev and Rel=Next 48\u003c\/p\u003e \u003cp\u003eInternal Linking 49\u003c\/p\u003e \u003cp\u003eDon’t Do Anything 49\u003c\/p\u003e \u003cp\u003eRel=“alternate” hreflang=“x” 49\u003c\/p\u003e \u003cp\u003eExamples of Duplicate Content 49\u003c\/p\u003e \u003cp\u003ewww versus Non-www 50\u003c\/p\u003e \u003cp\u003eStaging Servers 50\u003c\/p\u003e \u003cp\u003eTrailing Slashes (“\/”) 51\u003c\/p\u003e \u003cp\u003eSecure (https) Pages 51\u003c\/p\u003e \u003cp\u003eHome page Duplicates 51\u003c\/p\u003e \u003cp\u003eSession IDs 52\u003c\/p\u003e \u003cp\u003eAffiliate Tracking 52\u003c\/p\u003e \u003cp\u003eDuplicate Paths 53\u003c\/p\u003e \u003cp\u003eFunctional Parameters 53\u003c\/p\u003e \u003cp\u003eInternational Duplicates 54\u003c\/p\u003e \u003cp\u003eSearch Sorts 54\u003c\/p\u003e \u003cp\u003eSearch Filters 55\u003c\/p\u003e \u003cp\u003eSearch Pagination 55\u003c\/p\u003e \u003cp\u003eProduct Variations 56\u003c\/p\u003e \u003cp\u003eGeo-keyword Variations 56\u003c\/p\u003e \u003cp\u003eOther “Thin” Content 57\u003c\/p\u003e \u003cp\u003eSyndicated Content 57\u003c\/p\u003e \u003cp\u003eScraped Content 57\u003c\/p\u003e \u003cp\u003eCross-ccTLD Duplicates 58\u003c\/p\u003e \u003cp\u003eWhich URL Is Canonical? 58\u003c\/p\u003e \u003cp\u003eTools for Diagnosing Duplicates 59\u003c\/p\u003e \u003cp\u003eGoogle Webmaster Tools 59\u003c\/p\u003e \u003cp\u003eGoogle’s Site: Command 60\u003c\/p\u003e \u003cp\u003eYour Own Brain 61\u003c\/p\u003e \u003cp\u003eI Hope That Covers It 61\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Freshness Factor: 10 Illustrations on How Fresh Content Can Influence Rankings 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Google Scores Fresh Content 64\u003c\/p\u003e \u003cp\u003e1. Freshness by Inception Date 65\u003c\/p\u003e \u003cp\u003e2. How Much a Document Changes Influences Freshness 66\u003c\/p\u003e \u003cp\u003e3. The Rate of Document Change (How Often) Impacts Freshness 66\u003c\/p\u003e \u003cp\u003e4. Freshness Influenced by New Page Creation 67\u003c\/p\u003e \u003cp\u003e5. Changes to Important Content Matter More 68\u003c\/p\u003e \u003cp\u003e6. Rate of New Link Growth Signals Freshness 69\u003c\/p\u003e \u003cp\u003e7. Links from Fresh Sites Pass Fresh Value 69\u003c\/p\u003e \u003cp\u003e8. Changes in Anchor Text Signals May Devalue Links 70\u003c\/p\u003e \u003cp\u003e9. User Behavior Indicates Freshness 71\u003c\/p\u003e \u003cp\u003e10. Older Documents Still Win Certain Queries 72\u003c\/p\u003e \u003cp\u003eConclusion 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: All Links Are Not Created Equal: 10 Illustrations of Search Engines’ Valuation of Links 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePrinciple 1: Links Higher Up in HTML Code Cast More Powerful Votes 77\u003c\/p\u003e \u003cp\u003ePrinciple 2: External Links Are More Influential Than Internal Links 78\u003c\/p\u003e \u003cp\u003ePrinciple 3: Links From Unique Domains Matter More Than Links From Previously Linking Sites 79\u003c\/p\u003e \u003cp\u003ePrinciple 4: Links From Sites Closer to a Trusted Seed Set Pass More Value 80\u003c\/p\u003e \u003cp\u003ePrinciple 5: Links From “Inside” Unique Content Pass More Value Than Those From Header\/Footer\/Sidebar Navigation Do 81\u003c\/p\u003e \u003cp\u003ePrinciple 6: Keywords in HTML Text Pass More Value Than Those in Alt Attributes of Linked Images 82\u003c\/p\u003e \u003cp\u003ePrinciple 7: Links From More Important, Popular, Trusted Sites Pass More Value 82\u003c\/p\u003e \u003cp\u003ePrinciple 8: Links Contained Within Noscript Tags Pass Low, If Any, Value 83\u003c\/p\u003e \u003cp\u003ePrinciple 9: A Burst of New Links May Enable a Document to Outrank “Stronger” Competition 83\u003c\/p\u003e \u003cp\u003ePrinciple 10: Legitimate Links on Pages That Also Link to Web Spam May Be Devalued 84\u003c\/p\u003e \u003cp\u003eConclusion 85\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: The Responsibilities of SEO Have Been Upgraded 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Content 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHistory of Content within SEO 91\u003c\/p\u003e \u003cp\u003eTypes of Content 92\u003c\/p\u003e \u003cp\u003eTurning Challenges into Opportunities 93\u003c\/p\u003e \u003cp\u003eVideo Content 93\u003c\/p\u003e \u003cp\u003eHigh-Quality Content 93\u003c\/p\u003e \u003cp\u003eProducing Content on Budget 94\u003c\/p\u003e \u003cp\u003eContent at Scale 94\u003c\/p\u003e \u003cp\u003eThe Future of Content 95\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Beyond Blog Posts: A Guide to Innovative Content Types 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eQ\u0026amp;A Content 98\u003c\/p\u003e \u003cp\u003ePresentations 99\u003c\/p\u003e \u003cp\u003eCurated Content 100\u003c\/p\u003e \u003cp\u003eMagazine and Long-Form Content 102\u003c\/p\u003e \u003cp\u003eImagery and Photojournalism 102\u003c\/p\u003e \u003cp\u003eVideo 103\u003c\/p\u003e \u003cp\u003eInteractive Infographics 105\u003c\/p\u003e \u003cp\u003eProduct Marketplaces 105\u003c\/p\u003e \u003cp\u003eFacebook Notes 106\u003c\/p\u003e \u003cp\u003eWhy Everyone Needs a Marketing Oracle for Their Content Platform 107\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Scaling White Hat Link Building—Scaling Content 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eScalable Content 110\u003c\/p\u003e \u003cp\u003eCost 111\u003c\/p\u003e \u003cp\u003eScale 111\u003c\/p\u003e \u003cp\u003eQuality 111\u003c\/p\u003e \u003cp\u003eWhat’s This All Have to Do with Link Building? 112\u003c\/p\u003e \u003cp\u003eGreat Content? 112\u003c\/p\u003e \u003cp\u003eUse Only Great Writers 113\u003c\/p\u003e \u003cp\u003eQuality Control 113\u003c\/p\u003e \u003cp\u003eAutomation 113\u003c\/p\u003e \u003cp\u003eFilling the Hopper with Good Content 114\u003c\/p\u003e \u003cp\u003eScaling 114\u003c\/p\u003e \u003cp\u003eDo We Have All This Stuff? 115\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: 10 Super Easy SEO Copywriting Tips for Improved Link Building 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. Write for Power Skimmers 118\u003c\/p\u003e \u003cp\u003e2. Why Headline Formulas Work 119\u003c\/p\u003e \u003cp\u003e3. Get 20% More with Numbers 119\u003c\/p\u003e \u003cp\u003e4. Free and Easy Power Words 120\u003c\/p\u003e \u003cp\u003e5. A Picture Is Worth 1,000 Clicks 120\u003c\/p\u003e \u003cp\u003e6. Use Sub-Headlines or Die Trying 121\u003c\/p\u003e \u003cp\u003e7. When in Doubt, List It Out 121\u003c\/p\u003e \u003cp\u003e8. Quotes 122\u003c\/p\u003e \u003cp\u003e9. The Bold and the Italic 122\u003c\/p\u003e \u003cp\u003e10. Be Honest 122\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Social Media 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Media Marketing: The Early Years 123\u003c\/p\u003e \u003cp\u003eSocial Media Awakening: It’s Not Just About Me, It’s About You 124\u003c\/p\u003e \u003cp\u003eExample 1 124\u003c\/p\u003e \u003cp\u003eExample 2 125\u003c\/p\u003e \u003cp\u003eSocial Media Management: The Online Community Manager Is Born 125\u003c\/p\u003e \u003cp\u003eSocial Media Strategy: A Part of the Team 125\u003c\/p\u003e \u003cp\u003eSocial Media: What Does the Future Hold? 126\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: The Rich Get Richer: True in SEO, Social, and All Organic Marketing 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Life After Google Is Now: 9 Pieces of Advice on How a New Site Can Succeed Without Search 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Does Designing For Social Mean? 132\u003c\/p\u003e \u003cp\u003e1. Only the Best Goes Online 132\u003c\/p\u003e \u003cp\u003e2. Twitter Is for the Insider’s View 132\u003c\/p\u003e \u003cp\u003e3. Facebook Is for Debate 132\u003c\/p\u003e \u003cp\u003e4. It’s All One Product Concept = Better Use of Time and Energy 133\u003c\/p\u003e \u003cp\u003eWhat We Learned 133\u003c\/p\u003e \u003cp\u003e5. Do More of What Is Successful 133\u003c\/p\u003e \u003cp\u003e6. Not Everything Succeeds 133\u003c\/p\u003e \u003cp\u003e7. Jump on Every Opportunity 133\u003c\/p\u003e \u003cp\u003e8. Partnerships = Win-Win 134\u003c\/p\u003e \u003cp\u003e9. Tools Help 134\u003c\/p\u003e \u003cp\u003eIn Conclusion 135\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Tracking the KPIs of Social Media 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy and Where Social Matters 138\u003c\/p\u003e \u003cp\u003eWhich Social Metrics to Track 140\u003c\/p\u003e \u003cp\u003eFacebook 141\u003c\/p\u003e \u003cp\u003eTwitter 142\u003c\/p\u003e \u003cp\u003eLinkedIn 146\u003c\/p\u003e \u003cp\u003eGoogle+ 149\u003c\/p\u003e \u003cp\u003eReddit, StumbleUpon, Quora, Yelp, Flickr, and YouTube 152\u003c\/p\u003e \u003cp\u003eBlogs and Forums 152\u003c\/p\u003e \u003cp\u003eTools for Measuring Social Media Metrics 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Everyone Should Hire “Social Media Experts” 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: A Peek Under the Hood: How We Manage the Moz Community 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho Are We? 164\u003c\/p\u003e \u003cp\u003eKeri Morgret 164\u003c\/p\u003e \u003cp\u003eErica McGillivray 165\u003c\/p\u003e \u003cp\u003eMegan Singley 165\u003c\/p\u003e \u003cp\u003eLindsay Wassell 166\u003c\/p\u003e \u003cp\u003eChristy Correll 166\u003c\/p\u003e \u003cp\u003eMelissa Fach 167\u003c\/p\u003e \u003cp\u003eMiriam Ellis 167\u003c\/p\u003e \u003cp\u003eJen Lopez 168\u003c\/p\u003e \u003cp\u003eCommunity Doesn’t Stop There 168\u003c\/p\u003e \u003cp\u003eAshley Tate 169\u003c\/p\u003e \u003cp\u003ePeter Meyers (aka Dr. Pete) 169\u003c\/p\u003e \u003cp\u003eMozzers 169\u003c\/p\u003e \u003cp\u003eWhat Do We Do? 170\u003c\/p\u003e \u003cp\u003eBlog 170\u003c\/p\u003e \u003cp\u003eYouMoz 172\u003c\/p\u003e \u003cp\u003eQ\u0026amp;a 173\u003c\/p\u003e \u003cp\u003eSocial Community 175\u003c\/p\u003e \u003cp\u003eTwitter 175\u003c\/p\u003e \u003cp\u003eFacebook 177\u003c\/p\u003e \u003cp\u003eGoogle+ 180\u003c\/p\u003e \u003cp\u003eLinkedIn 181\u003c\/p\u003e \u003cp\u003eWhew 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Outreach 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Outreach Is Important 185\u003c\/p\u003e \u003cp\u003eGood Outreach versus Bad Outreach 186\u003c\/p\u003e \u003cp\u003eHow Outreach Has Changed 186\u003c\/p\u003e \u003cp\u003eThe Dangers of Buying Links 187\u003c\/p\u003e \u003cp\u003eThe Challenges of Outreach 188\u003c\/p\u003e \u003cp\u003eThe Importance of Exceptional Content 188\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Throw Away Your Form Letters (or 5 Principles to Better Outreach Link Building) 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. Talk to People Like People (Throw Out Your Form Letters) 190\u003c\/p\u003e \u003cp\u003eOpening 191\u003c\/p\u003e \u003cp\u003eSustaining 193\u003c\/p\u003e \u003cp\u003eClosing 195\u003c\/p\u003e \u003cp\u003e2. Stand out in the Inbox 197\u003c\/p\u003e \u003cp\u003e3. Do Your Research 198\u003c\/p\u003e \u003cp\u003e4. Offer Value 199\u003c\/p\u003e \u003cp\u003e5. Maintain the Rapport 199\u003c\/p\u003e \u003cp\u003eConclusion 200\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: A Link Builder’s Gmail Productivity Setup (with Outreach Emails from 4 Industry Link Builders) 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGmail Tools and Tips 204\u003c\/p\u003e \u003cp\u003eGmail Shortcuts 204\u003c\/p\u003e \u003cp\u003eCanned Responses 205\u003c\/p\u003e \u003cp\u003eRapportive 206\u003c\/p\u003e \u003cp\u003eBoomerang 207\u003c\/p\u003e \u003cp\u003eUndo Send 208\u003c\/p\u003e \u003cp\u003eSend and Archive 208\u003c\/p\u003e \u003cp\u003eLink Building Email Templates from Industry Link Builders 209\u003c\/p\u003e \u003cp\u003eBroken Link Building 209\u003c\/p\u003e \u003cp\u003eGuest Posting 210\u003c\/p\u003e \u003cp\u003ePR 210\u003c\/p\u003e \u003cp\u003ePush Content 211\u003c\/p\u003e \u003cp\u003eExchange for a Link (But Not a Link Exchange) 212\u003c\/p\u003e \u003cp\u003eIncentivized Reviews for Ecommerce 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Putting Guest Post Outreach Theories to the Test [With Some Real-World Data] 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTheory 1: Being a Woman Will Get You More Links 216\u003c\/p\u003e \u003cp\u003eBattle of the Sexes: Who Performed Better? 216\u003c\/p\u003e \u003cp\u003eTheory 2: Job Title Matters 217\u003c\/p\u003e \u003cp\u003eTheory 3: Timing Is Important 218\u003c\/p\u003e \u003cp\u003eTheory 4: Personalisation Is Worth It (or Is It?) 219\u003c\/p\u003e \u003cp\u003eThe Results 219\u003c\/p\u003e \u003cp\u003eWhat Did We Learn? 220\u003c\/p\u003e \u003cp\u003eTheory 5: The Style of Outreach Email Has an Impact 221\u003c\/p\u003e \u003cp\u003eTheory 6: Persistence Pays Off 221\u003c\/p\u003e \u003cp\u003eWhat’s the Perfect Combination? 222\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: Conversion Rate Optimization 223\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Evolution of CRO 224\u003c\/p\u003e \u003cp\u003eTesting and CRO 225\u003c\/p\u003e \u003cp\u003eThe Future of CRO 226\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: An Illustrated Guide to the Science of Influence and Persuasion 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Reciprocation 228\u003c\/p\u003e \u003cp\u003e2 Commitment and Consistency 229\u003c\/p\u003e \u003cp\u003e3 Social Proof 231\u003c\/p\u003e \u003cp\u003e4 Liking 232\u003c\/p\u003e \u003cp\u003e5 Authority 233\u003c\/p\u003e \u003cp\u003e6 Scarcity 234\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20: The 12-Step Landing Page Rehab Program 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing a Conversion Baseline—The Conversion Scorecard 239\u003c\/p\u003e \u003cp\u003eScoring Your Page 239\u003c\/p\u003e \u003cp\u003eStep 1: Use a Separate Landing Page for Each Inbound Traffic Source 239\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 240\u003c\/p\u003e \u003cp\u003eStep 2: A\/B Test Your Landing Pages 240\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 241\u003c\/p\u003e \u003cp\u003eStep 3: Match Your Landing Page Message to the Upstream Ad 241\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 241\u003c\/p\u003e \u003cp\u003eStep 4: Context of Use 242\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 242\u003c\/p\u003e \u003cp\u003eStep 5: Use Videos to Increase Engagement and Conversions 242\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 243\u003c\/p\u003e \u003cp\u003eStep 6: Use Directional Cues to Lead the Way 243\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 245\u003c\/p\u003e \u003cp\u003eStep 7: Find the Optimal Balance of Data versus Conversion Rate 245\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 245\u003c\/p\u003e \u003cp\u003eStep 8: Be Honest About Your Writing and Edit Ruthlessly 246\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 246\u003c\/p\u003e \u003cp\u003eStep 9: Make It Desirable to Share 246\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 246\u003c\/p\u003e \u003cp\u003eStep 10: Leverage Social Proof and Trust Devices 247\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 247\u003c\/p\u003e \u003cp\u003eStep 11: One Page, One Purpose 247\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 248\u003c\/p\u003e \u003cp\u003eStep 12: Post-Conversion Marketing 248\u003c\/p\u003e \u003cp\u003eSponsor’s Advice 249\u003c\/p\u003e \u003cp\u003eWhat Now? 249\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21: Lessons Learned from 21 Case Studies in Conversion Rate Optimization 251\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Role of Design 252\u003c\/p\u003e \u003cp\u003eThe Role of Social Proof 254\u003c\/p\u003e \u003cp\u003eThe Role of Headline and Copy 258\u003c\/p\u003e \u003cp\u003eThe Role of Call-to-Action 260\u003c\/p\u003e \u003cp\u003eYour Role 262\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22: An Illustrated Guide to Web Experiments 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA\/B or MVT 264\u003c\/p\u003e \u003cp\u003eMVT Face-off: Full Factorial versus Fractional Factorial 265\u003c\/p\u003e \u003cp\u003eTesting the Test Environment with the A\/A Test 266\u003c\/p\u003e \u003cp\u003eStatistical Significance 267\u003c\/p\u003e \u003cp\u003ePro Tip: Ramp Up Traffic to Experimental Conditions Gradually 268\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI: Analytics 269\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEcommerce Budget Allocation Decision 270\u003c\/p\u003e \u003cp\u003eBurning Question 270\u003c\/p\u003e \u003cp\u003eData Needs 270\u003c\/p\u003e \u003cp\u003eAnalysis 270\u003c\/p\u003e \u003cp\u003ePaul’s Grief Over His Lack of Blogging Success 271\u003c\/p\u003e \u003cp\u003eBurning Question 271\u003c\/p\u003e \u003cp\u003eData Needs 271\u003c\/p\u003e \u003cp\u003eAnalysis 271\u003c\/p\u003e \u003cp\u003eNaoki’s Obsession with Being  1 272\u003c\/p\u003e \u003cp\u003eBurning Question 273\u003c\/p\u003e \u003cp\u003eData Needs 273\u003c\/p\u003e \u003cp\u003eAnalysis 273\u003c\/p\u003e \u003cp\u003eTo Shoot or Not to Shoot; That Is the Question 273\u003c\/p\u003e \u003cp\u003eBurning Question 274\u003c\/p\u003e \u003cp\u003eData Needs 274\u003c\/p\u003e \u003cp\u003eAnalysis 274\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23: 11 Google Analytics Tricks to Use for Your Website 275\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. Set Up Your Analytics Goals 276\u003c\/p\u003e \u003cp\u003e2. Connect Your Google Webmaster Tools Account 277\u003c\/p\u003e \u003cp\u003e3. Leverage Site Speed Reporting 278\u003c\/p\u003e \u003cp\u003e4. Enable Site Search 280\u003c\/p\u003e \u003cp\u003e5. Track Events 280\u003c\/p\u003e \u003cp\u003e6. Real-Time Reporting 282\u003c\/p\u003e \u003cp\u003e7. Multi-Channel Funnels 283\u003c\/p\u003e \u003cp\u003e8. Use Custom Campaign Tracking 283\u003c\/p\u003e \u003cp\u003e9. Plot Rows 284\u003c\/p\u003e \u003cp\u003e10. Custom Dashboards 285\u003c\/p\u003e \u003cp\u003e11. Flow Visualization 286\u003c\/p\u003e \u003cp\u003eVisitors Flow 287\u003c\/p\u003e \u003cp\u003eGoal Flow 287\u003c\/p\u003e \u003cp\u003eConclusion 287\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 24: Eye-Tracking Google SERPs—5 Tales of Pizza 289\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Equipment and Methodology 290\u003c\/p\u003e \u003cp\u003eLocal 1: “best pizza in Chicago” 290\u003c\/p\u003e \u003cp\u003eLocal 2: “pizza” 292\u003c\/p\u003e \u003cp\u003eVideo Thumbnails: “how to make a pizza” 293\u003c\/p\u003e \u003cp\u003eProduct Images: “pizza cutters” 294\u003c\/p\u003e \u003cp\u003eExpanded Site Links: “Pizza Hut” 295\u003c\/p\u003e \u003cp\u003eSome General Implications 296\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 25: Calculating and Improving Your Twitter Click-Through Rate 297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eQ: Do My Wordier Tweets Earn Higher CTR? 300\u003c\/p\u003e \u003cp\u003eQ: Do My Shorter Tweets Perform Better? 300\u003c\/p\u003e \u003cp\u003eQ: Do On\/Off-Topic Tweets Affect My CTR? 301\u003c\/p\u003e \u003cp\u003eQ: Is My CTR Improving Over Time? 302\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VII: Conclusion 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 26: Launching a New Website: 18 Steps to Successful Metrics and Marketing 307\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1: Install Visitor Analytics 308\u003c\/p\u003e \u003cp\u003e2: Set Up Google and Bing Webmaster Tools Accounts 308\u003c\/p\u003e \u003cp\u003e3: Run a Crawl Simulation of Your Site 310\u003c\/p\u003e \u003cp\u003e4: Test Your Design with Browser Emulators 310\u003c\/p\u003e \u003cp\u003e5: Set Up RSS Feed Analytics 311\u003c\/p\u003e \u003cp\u003e6: Tag the Actions That Matter 312\u003c\/p\u003e \u003cp\u003e7: Conduct an Online Usability\/Branding Test 312\u003c\/p\u003e \u003cp\u003e8: Establish a KPI Dashboard 313\u003c\/p\u003e \u003cp\u003e9: Build an Email List of Friends and Business Contacts for Launch 313\u003c\/p\u003e \u003cp\u003e10: Create Your Google Alerts 314\u003c\/p\u003e \u003cp\u003e11: Bookmark Brand Tracking Queries 314\u003c\/p\u003e \u003cp\u003e12: Make Email Signup\/Subscription Available 315\u003c\/p\u003e \u003cp\u003e13: Create Your Site\/Brand’s Social Accounts 316\u003c\/p\u003e \u003cp\u003e14: Connect Your Social Accounts 317\u003c\/p\u003e \u003cp\u003e15: Make a List of Outreach Contacts 317\u003c\/p\u003e \u003cp\u003e16: Build a List of Keywords to Target in Search Engines 318\u003c\/p\u003e \u003cp\u003e17: Set Targets for the Next 12 Months 318\u003c\/p\u003e \u003cp\u003e18: Plug into Moz Analytics 319\u003c\/p\u003e \u003cp\u003eMeet the Authors 321\u003c\/p\u003e \u003cp\u003eIndex 325\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866373796183,"sku":"9781118551554","price":16.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118551554.jpg?v=1722278343","url":"https:\/\/bookcurl.com\/products\/inbound-marketing-and-seo-insights-from-the-seomoz-blog-9781118551554","provider":"Book Curl","version":"1.0","type":"link"}