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Informationen zum Autor 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). Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis 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 Archit...
