Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy

Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy

Search has changed everything. Search has become woven into our everyday lives, and permeates offline as well as online activities. Every business should have a search strategy. How a business appears online can impact consumer influence as much as if not more than offline advertising like TV commercials. A business's search strategy can have a dramatic impact on how consumers interact with that business.

But even more importantly, search engine activity provides amazingly useful data about customer behavior, needs, and motivations. Accessing search data is like conducting focus groups with millions of people for free. Search isn't just for marketers and techies. It can provide valuable insight on business strategy and product strategy.

Companies of all sizes - from startups to global enterprise level corporations, and even businesses without web sites - can benefit from understanding how consumers are searching for them and talking about them online, both as a powerful acquisition channel and a vast repository of market research.

In this non-technical book forexecutives, business owners, marketers, and product managers, search engine strategy guru Vanessa Fox-who created Google's portal for site owners, Googgle Webmaster Central -explains what every marketer or business owner needs to understand about how search rankings work, how to use search to better understand your customers and attract new ones, how to develop a comprehensive search strategy for your business, and how to build execution of this strategy into the businesses processes. This isn't another book about paid search for advertisers. This book focuses on organic listings - the unpaid results that receive 86% of searcher clicks.


Written by search engine guru Vanessa Fox, formerly Google's search engine strategy spokesperson and creator of Google Webmaster Central Explains from a businessperson's perspective how to develop a successful search engine strategy Shows how to use the easily accessible data from search engines to increase qualified traffic, better understand customers, and strengthen customer relationships Reveals how smaller companies can leverage search engine marketing to achieve parity with larger brands With this book in hand, every businessperson will have the knowledge and the tools to maximize the potential of search engine marketing to build a brand, draw new prospects, and generate sales.

Title:Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy
Edition Language:English
ISBN:9780470537190
Format Type:

    Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy Reviews

  • Minah

    Explains from a marketing perspective how to develop a successful search engine strategy. Increasing qualified traffic, better understanding customers, and engaging customer relationships from search ...

  • Marian

    A pesar de estar cumpliendo 10 años, este libro sigue describiendo a la perfección la ciencia detrás de los motores de búsqueda y su importancia para cualquier empresa:"Through organic search, you...

  • Todd N

    This is an excellent book and one that all on-line marketing gurus, experts, architects, and even charlatans are going to have to read if they truly want to understand what marketing on the Internet m...

  • Chey

    I found the book to be very informative. For a none computer person (I’ve made websites but only very smalltime) I would have liked more descriptions on some of the technical considerations such as ...

  • E

    Intelligent guide to effective search engine optimizationThe more visitors come to your website, the more links it will have, the more people will look for it and the more sales you will achieve. The ...

  • Chad

    I would recommend this book to all marketers, including C-suite professionals. I would also recommend this book to entrepreneurs and just about anyone else who has a product or service for sale. This ...

  • HoopoeGirl

    An excellent introduction to search engine marketing and the tools behind it. In-depth coverage of how search engines work, search engine optimization best practices, searcher behaviors, and quantifyi...

  • Eric

    I liked this book a great deal. The author reinforces my gut instinct that in today's age of transparency, a holistic approach based on nothing but honesty is the best policy. Of course her background...

  • Matt

    This was a very informative look into how you can use Google to further your business with little to no cost to your company. This is now a bit dated from when it was written, but the overall ideas ar...

  • Lydia

    I didn't read this as any sort of expert, or someone who had even really touched marketing, so I may not have gotten as much out of this as someone reading for specific tips or content. That being sai...