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.

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).

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.

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.

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 This Book? 4

Part I: Search Engine Optimization 5

The Birth of SEO 5

Life After Google 6

Cracking Down 6

How Search Engines Make Money 7

Tactics That Never Stop Working 8

The Future of Search 8

Chapter 1: White Hat SEO: It F@$ing 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" hreflang="x" 49

Examples of Duplicate Content 49

www versus Non-www 50

Staging Servers 50

Trailing Slashes ("/") 51

Secure (https) Pages 51

Home page Dupl…