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

by Vanessa Fox

Hardcover

$25.95

Product Details

ISBN-13: 9780470537190
Publisher: Wiley
Publication date: 05/03/2010
Pages: 256
Product dimensions: 6.20(w) x 9.10(h) x 1.20(d)

About 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.

Read an Excerpt

Click to read or download

Table of Contents

Foreword DANNY SULLIVAN xi

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

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews

Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy 3.4 out of 5 based on 0 ratings. 9 reviews.
GShuk on LibraryThing 8 months ago
Have read or heard most of this in other books and it was very dry listening. Might be OK in text version but I didn¿t finish the audio.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
RolfDobelli More than 1 year ago
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.
Anonymous More than 1 year ago
The_iSaleswriter More than 1 year ago
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.