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

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Overview

"Former Googler Vanessa Fox has a unique understanding of search marketing from both sides of the table, and has been educating people about the world of Google and search marketing through speaking and writing for years. She thoughtfully guides marketers past jargon and distractions to focus on the best ways to reach customers in today's 'searching' culture."
—DANNY SULLIVAN, Editor in Chief, Search Engine Land

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...

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More About This Book

Overview

"Former Googler Vanessa Fox has a unique understanding of search marketing from both sides of the table, and has been educating people about the world of Google and search marketing through speaking and writing for years. She thoughtfully guides marketers past jargon and distractions to focus on the best ways to reach customers in today's 'searching' culture."
—DANNY SULLIVAN, Editor in Chief, Search Engine Land

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

Product Details

  • ISBN-13: 9780470537190
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 5/3/2010
  • Edition number: 1
  • Pages: 256
  • Sales rank: 249,750
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.20 (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 communicating how Google's search algorithm works to millions of Web site owners. She has appeared in numerous publications, including the Wall Street Journal, USA Today, the Times London, Forbes, and CNN.

Table of Contents

Foreword DANNY SULLIVAN.

Preface.

1 How Search Has Changed Your Business.

2 How to Use Search Data to Improve Your Business and Product Strategy.

3 How We Search.

4 Building Searcher Personas: Opening the Door to the Crowd of Customers You've Been Keeping Out.

5 How Search Engines Work.

6 Implementing an Effective Search Strategy.

7 Working with Developers: How to Turn Business Strategy into Tech Speak.

8 How to Cut through the Data and Get the Actionable Metrics You Need.

9 Social Media and Search.

10 What's Next?: Beyond Google and 10 Blue Links.

Notes.

References.

Index.

Customer Reviews
Average Rating 3.5
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  • Posted August 23, 2010

    more from this reviewer

    Intelligent guide to effective search engine optimization

    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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  • Posted May 12, 2010

    Do You Want To Know the TRUTH?

    Buy the book before your competition finds it! Ms. Fox lays out a strategic plan full of detailed, action steps that will help any business grasp, understand and develop a strategy for organic search engine placement.

    This is not a conceptual book. Instead, the reader is given a logical explanation that answers the questions of who, what, when, where and the all important why.

    If you want to improve your sales on-line, this book provides you with a simple, well thought out game plan. There are some technical terms that you will need to understand and of course, some of the tools she uses, has a significant learning curve, but the end result is a fool proof way of increasing your sales.

    Now, lastly, I wouldn't encourage you to buy this book just for the sake of having another reference manual. Instead, take the book, open it up and read it. If you are like me, you will find it's a quick read that almost immediately grabs your attention and makes you want to read it from start to finish.

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