Ways metrics mislead you; how to overcome low reach/low quality score/high CPC etc.
Rationed views, gas pedals, per person frequencies, when to trust platform reps
Tips for image choice, headline, and the body
The general principles of targeting followed by a tour of the available options on the major platforms
How to structure campaigns, why to not delete data, when to schedule reviews
Where I try to convince you that advertising isn't always an annoyance (and that you shouldn't be afraid of ad blockers)
The relevant laws, some growth-hackery tips, and suggestions about good emails to send
Separate language from territory; clarify your international site structure to Google
Why Twitter Cards and Facebook Open Graph aren't total wastes of time
Email outreach, featuring famous people, and buying links?
SEO-ed *text* enters you into the main event, but you might also want to compete in Google’s alternative races, such as Google Images, Google Videos, or Google Maps.
Canonicalization, Robots, and Redirects
Internal linking strategies, sitemaps, and HTTPS
Rich snippets and all the basics about keywords in title tags, URLs, etc.
You need to bake two things into the heart of your web app: keywords and a clever scalable content creation strategy
Fresh mental models to help with finding the right targeting for your online advertising.
Fun, example-filled guide, aimed at building intuition
A deep guide to developing a loving relationship founded on clean data, great communication, and appropriate caution
From psychology to rhetoric: copywriting tips for those who don't know what to say
A High-Level Catalogue of The Main Areas to Fiddle With When Optimizing Your Conversion Rate