Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business Strategy

Overview

Search has changed everything. Has your business harnessed its full potential?

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. In this non-technical book for executives, business owners, and marketers, search engine strategy guru Vanessa Fox—who created Google's portal for site owners, Google ...

See more details below
Paperback (Revised)
$16.44
BN.com price
(Save 17%)$19.95 List Price

Pick Up In Store

Reserve and pick up in 60 minutes at your local store

Other sellers (Paperback)
  • All (17) from $7.43   
  • New (9) from $11.20   
  • Used (8) from $7.43   

Overview

Search has changed everything. Has your business harnessed its full potential?

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. In this non-technical book for executives, business owners, and marketers, search engine strategy guru Vanessa Fox—who created Google's portal for site owners, Google Webmaster Central—explains what every marketer or business owner needs to understand about search rankings, search data, comprehensive search strategies, and integrating your strategy into the businesses processes.

  • Updated statistics, tools, and recommendations
  • Details about the latest changes from Google, Bing, and the overall search landscape
  • Explanation and recommendations related to Google's substantial new search algorithm, know as "Panda"
  • Discussion of the changing landscape of the integration of search and social media, including the addition of Google+ to the mix

Traditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves. Marketing in the Age of Google shows you how.

Read More Show Less

Product Details

  • ISBN-13: 9781118231937
  • Publisher: Wiley
  • Publication date: 5/1/2012
  • Edition description: Revised
  • Edition number: 1
  • Pages: 272
  • Sales rank: 949,736
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

VANESSA FOX is a leading speaker and consultant on search engine strategy. She was previously Google's search engine spokesperson responsible for explaining Google's search algorithm to millions of website owners. She has appeared in the Wall Street Journal, USA TODAY, The Times (of London), Forbes, and on CNN. She's a contributing editor for SearchEngineLand.com and founder and CEO of Nine By Blue, which provides reporting tools and training for search best practices.

Read More Show Less

Table of Contents

Foreword DANNY SULLIVAN xv

Preface xvii

Chapter 1 How Search Has Changed Your Business 1

Chapter 2 How to Use Search Data to Improve Your Business andProduct Strategy 25

Chapter 3 How We Search 67

Chapter 4 Building Searcher Personas: Opening the Door to theCrowd of Customers You’ve Been Keeping Out 89

Chapter 5 How Search Engines Work 111

Chapter 6 Implementing an Effective Search Strategy 139

Chapter 7 Working with Developers: How to Turn Business Strategyinto Tech Speak 157

Chapter 8 How to Cut through the Data and Get the ActionableMetrics You Need 171

Chapter 9 Social Media and Search 185

Chapter 10 What’s Next?: Beyond Google and 10 Blue Links213

ftoc 8 March 2012; 11:16:0

Notes 229

References 243

Index 245

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)