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This may be the first book that manages to identify and deconstruct the new search engine–centric world in which we live. With insights and tips for anyone doing business in the connected world, it's perhaps the first must-read-to-survive business book of the twenty-first century. Highly recommended."
—JOHN C. DVORAK, columnist, Dow Jones Marketwatch, PC Magazine
"Vanessa Fox has a fantastic perspective into the search marketplace. Her experience at Google and within the industry, combined with her ability to share those insights in non-technical morsels, make this book a must-read for anyone in business."
—RICHARD ZWICKY, founder and President, Enquisite
"Vanessa Fox grabs your hand, shows you the way into the big, black box of search marketing, and flips the lights on. You'll walk away from this book not only getting it when it comes to using search to build your business, but knowing how to do it."
—TAMARA ADLIN, author of The Essential Persona Lifecycle
"Finally! A non-technical book about smarter search engine marketing. This is the search marketing bible for senior executives looking to grow their business."
—LEE ODDEN, CEO, TopRank Online Marketing
Preface xiii
1 How Search Has Changed Your Business 1
2 How to Use Search Data to Improve Your Business and Product Strategy 27
3 How We Search 63
4 Building Searcher Personas: Opening the Door to the Crowd of Customers You've Been Keeping Out 83
5 How Search Engines Work 111
6 Implementing an Effective Search Strategy 137
7 Working with Developers: How to Turn Business Strategy into Tech Speak 155
8 How to Cut through the Data and Get the Actionable Metrics You Need 171
9 Social Media and Search 185
10 What's Next?: Beyond Google and 10 Blue Links 207
Notes 219
References 231
Index 233
The 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 search is the consumer's door to your site and search engine optimization (SEO) is the key. Some self-proclaimed SEO "experts" recommend using "link farms," "spammy keywords" and verbose "nonsense" websites. These charlatans represent the dark side of the legitimate search strategy consulting offered by proven authorities like Vanessa Fox. A former Google executive, Fox explains how your company can create and implement an intelligent "search acquisition strategy." The right approach calls for purposeful development of online content. You want searchers to click through to your website and find it relevant, so they buy your merchandise. getAbstract recommends Fox's book as a pivotal SEO guide for marketing managers, website content developers and online sales professionals.
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Overview
—DANNY SULLIVAN, Editor in Chief, Search Engine Land
This may be the first book that manages to identify and deconstruct...