CONTENTS -- INTRODUCTION -- SEO IS CHANGING -- FROM SEO TO INBOUND MARKETING -- INBOUND MARKETING -- INVESTING IN INBOUND MARKETING FOR THE LONG TERM -- WHY READ THIS BOOK? -- ABOUT MOZ -- PART I: SEARCH ENGINE OPTIMIZATION -- THE BIRTH OF SEO -- LIFE AFTER GOOGLE -- CRACKING DOWN -- HOW SEARCH ENGINES MAKE MONEY -- TACTICS THAT NEVER STOP WORKING -- THE FUTURE OF SEARCH -- CHAPTER 1: WHITE HAT SEO: IT F@# ING WORKS -- SOME POINTS ON KRIS' POST -- BLACK HAT ≠ SEO -- 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! -- SCHEMA.ORG IS NOT A LANGUAGE -- FIVE UNDERUSED SCHEMA.ORG APPLICATIONS -- WRAP-UP -- CHAPTER 3: PERFECTING KEYWORD TARGETING AND ON-PAGE OPTIMIZATION -- BEST PRACTICES FOR OPTIMIZING PAGES -- WHY DON'T WE ALWAYS OBEY THESE RULES? -- BEST PRACTICES FOR RANKING #1 -- CHAPTER 4: DUPLICATE CONTENT IN A POST-PANDA WORLD -- WHAT IS DUPLICATE CONTENT? -- WHY DO DUPLICATES MATTER? -- THREE KINDS OF DUPLICATES -- TOOLS FOR FIXING DUPLICATES -- EXAMPLES OF DUPLICATE CONTENT -- WHICH URL IS CANONICAL? -- TOOLS FOR DIAGNOSING DUPLICATES -- I HOPE THAT COVERS IT -- CHAPTER 5: FRESHNESS FACTOR: 10 ILLUSTRATIONS ON HOW FRESH CONTENT CAN INFLUENCE RANKINGS -- HOW GOOGLE SCORES FRESH CONTENT -- CONCLUSION -- 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 #5: LINKS FROM "INSIDE" UNIQUE CONTENT PASS MORE VALUE THAN THOSE FROM HEADER/FOOTER/SIDEBAR NAVIGATION DO -- 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 -- CONCLUSION -- CHAPTER 7: THE RESPONSIBILITIES OF SEO HAVE BEEN UPGRADED -- HISTORY OF CONTENT WITHIN SEO -- PART II: CONTENT -- TYPES OF CONTENT -- TURNING CHALLENGES INTO OPPORTUNITIES -- THE FUTURE OF CONTENT -- CHAPTER 8: BEYOND BLOG POSTS: A GUIDE TO INNOVATIVE CONTENT TYPES -- Q&A CONTENT -- PRESENTATIONS -- CURATED CONTENT -- MAGAZINE AND LONG-FORM CONTENT -- IMAGERY AND PHOTOJOURNALISM -- VIDEO -- INTERACTIVE INFOGRAPHICS -- PRODUCT MARKETPLACES -- FACEBOOK NOTES -- WHY EVERYONE NEEDS A MARKETING ORACLE FOR THEIR CONTENT PLATFORM -- CHAPTER 9: SCALING WHITE HAT LINK BUILDING-SCALING CONTENT -- SCALABLE CONTENT -- WHAT'S THIS ALL HAVE TO DO WITH LINK BUILDING? -- GREAT CONTENT? -- DO WE HAVE ALL THIS STUFF? -- CHAPTER 10: 10 SUPER EASY SEO COPYWRITING TIPS FOR IMPROVED LINK BUILDING -- 1. WRITE FOR POWER SKIMMERS -- 2. WHY HEADLINE FORMULAS WORK -- 3. GET 20% MORE WITH NUMBERS -- 4. FREE AND EASY POWER WORDS -- 5. A PICTURE IS WORTH 1,000 CLICKS -- 6. USE SUB-HEADLINES OR DIE TRYING -- 7. WHEN IN DOUBT, LIST IT OUT -- 8. QUOTES -- 9. THE BOLD AND THE ITALIC -- 10. BE HONEST -- PART III: SOCIAL MEDIA -- SOCIAL MEDIA MARKETING: THE EARLY YEARS -- SOCIAL MEDIA AWAKENING: IT'S NOT JUST ABOUT ME, IT'S ABOUT YOU -- SOCIAL MEDIA MANAGEMENT: THE ONLINE COMMUNITY MANAGER IS BORN.

SOCIAL MEDIA STRATEGY: A PART OF THE TEAM -- SOCIAL MEDIA: WHAT DOES THE FUTURE HOLD? -- CHAPTER 11: THE RICH GET RICHER: TRUE IN SEO, SOCIAL, AND ALL ORGANIC MARKETING -- CHAPTER 12: LIFE AFTER GOOGLE IS NOW: 9 PIECES OF ADVICE ON HOW A NEW SITE CAN SUCCEED WITHOUT SEARCH -- WHAT DOES DESIGNING FOR SOCIAL MEAN? -- WHAT WE LEARNED -- IN CONCLUSION -- CHAPTER 13: TRACKING THE KPIS OF SOCIAL MEDIA -- WHY AND WHERE SOCIAL MATTERS -- WHICH SOCIAL METRICS TO TRACK -- 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 -- WHO ARE WE? -- COMMUNITY DOESN'T STOP THERE -- WHAT DO WE DO? -- PART IV: OUTREACH -- WHY OUTREACH IS IMPORTANT -- GOOD OUTREACH VERSUS BAD OUTREACH -- HOW OUTREACH HAS CHANGED -- THE DANGERS OF BUYING LINKS -- THE CHALLENGES OF OUTREACH -- THE IMPORTANCE OF EXCEPTIONAL CONTENT -- 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) -- 2. STAND OUT IN THE INBOX -- 3. DO YOUR RESEARCH -- 4. OFFER VALUE -- 5. MAINTAIN THE RAPPORT -- CONCLUSION -- CHAPTER 17: A LINK BUILDER'S GMAIL PRODUCTIVITY SETUP (WITH OUTREACH EMAILS FROM 4 INDUSTRY LINK BUILDERS) -- GMAIL TOOLS AND TIPS -- LINK-BUILDING EMAIL TEMPLATES FROM INDUSTRY LINK BUILDERS -- 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 -- THEORY #2: JOB TITLE MATTERS -- 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 -- THE EVOLUTION OF CRO -- TESTING AND CRO -- THE FUTURE OF CRO.

CHAPTER 19: AN ILLUSTRATED GUIDE TO THE SCIENCE OF INFLUENCE AND PERSUASION -- #1 RECIPROCATION -- #2 COMMITMENT AND CONSISTENCY -- #3 SOCIAL PROOF -- #4 LIKING -- #5 AUTHORITY -- #6 SCARCITY -- 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 4: CONTEXT OF USE -- 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 -- WHAT NOW? -- CHAPTER 21: LESSONS LEARNED FROM 21 CASE STUDIES IN CONVERSION RATE OPTIMIZATION -- THE ROLE OF DESIGN -- THE ROLE OF SOCIAL PROOF -- THE ROLE OF HEADLINE AND COPY -- THE ROLE OF CALL-TO-ACTION -- YOUR ROLE -- CHAPTER 22: AN ILLUSTRATED GUIDE TO WEB EXPERIMENTS -- A/B OR MVT -- MVT FACE-OFF: FULL FACTORIAL VERSUS FRACTIONAL FACTORIAL -- TESTING THE TEST ENVIRONMENT WITH THE A/A TEST -- STATISTICAL SIGNIFICANCE -- PRO TIP: RAMP UP TRAFFIC TO EXPERIMENTAL CONDITIONS GRADUALLY -- PART VI: ANALYTICS -- ECOMMERCE BUDGET ALLOCATION DECISION -- PAUL'S GRIEF OVER HIS LACK OF BLOGGING SUCCESS -- NAOKI'S OBSESSION WITH BEING #1 -- TO SHOOT OR NOT TO SHOOT -- THAT IS THE QUESTION -- 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 -- 4. ENABLE SITE SEARCH -- 5. TRACK EVENTS -- 6. REAL-TIME REPORTING -- 7. MULTI-CHANNEL FUNNELS.

8. USE CUSTOM CAMPAIGN TRACKING -- 9. PLOT ROWS -- 10. CUSTOM DASHBOARDS -- 11. FLOW VISUALIZATION -- CONCLUSION -- CHAPTER 24: EYE-TRACKING GOOGLE SERPS-5 TALES OF PIZZA -- THE EQUIPMENT AND METHODOLOGY -- LOCAL #1: "BEST PIZZA IN CHICAGO" -- LOCAL #2: "PIZZA" -- VIDEO THUMBNAILS: "HOW TO MAKE A PIZZA" -- PRODUCT IMAGES: "PIZZA CUTTERS" -- EXPANDED SITE LINKS: "PIZZA HUT" -- SOME GENERAL IMPLICATIONS -- 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? -- PART VII: CONCLUSION -- CHAPTER 26: LAUNCHING A NEW WEBSITE: 18 STEPS TO SUCCESSFUL METRICS AND MARKETING -- #1: INSTALL VISITOR ANALYTICS -- #2: SET UP GOOGLE AND BING WEBMASTER TOOLS ACCOUNTS -- #3: RUN A CRAWL SIMULATION OF YOUR SITE -- #4: TEST YOUR DESIGN WITH BROWSER EMULATORS -- #5: SET UP RSS FEED ANALYTICS -- #6: TAG THE ACTIONS THAT MATTER -- #7: CONDUCT AN ONLINE USABILITY/BRANDING TEST -- #8: ESTABLISH A KPI DASHBOARD -- #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 -- #17: SET TARGETS FOR THE NEXT 12 MONTHS -- #18: PLUG INTO MOZ ANALYTICS -- MEET THE AUTHORS -- INDEX.