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
- ISBN13: 9780470537190
- Condition: New
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Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
Product Description
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.
Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
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Comments
An invaluable resource for anyone wishing to understand or communicate the complexities of high-end search marketing. Vanessa Fox raises the bar to an entirely new level in “Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy.” This is far from just another book about Google, it’s really the first non-technical SEM reference for C-Suite executives.
Rating: 5 / 5
This isn’t really a book about Google. It’s not even about search. It’s about how business has changed dramatically over the past 10 years and how most companies are just waking up to this reality. Vanessa’s experience and knowledge in search is unparalleled, yet this isn’t a geeky, technical, how-to manual. Instead, Vanessa presents a high level blueprint of how overall business strategy has evolved through the explosion of search. Best of all, its written in easily digestible language – from the garage entrepreneur to the corporate executive. If you want to start or business or keep an existing one open, Marketing in the Age of Google is a must read.
Rating: 5 / 5
This book appears more targeted for a higher-level, strategic audience (e.g., CEOs, Marketing VPs, Product Managers). What’s great is that all of the technical details are still spot-on. Fox covers the latest on personalization and universal results, as well as going beyond SEO into, as the author terms, a “search acquisition strategy” that focuses on not only rankings but maximizing customer satisfaction and strong site architecture. A+ advice in my world.
Rating: 5 / 5
This book is a pleasure to read.
One of the most daunting challenges people in the search marketing industry have is to simply explain what their work involves to people from other walks of life. When asked what they are working on, organic search marketers respond in simple industry terms like canonicalization, redirects, meta data, and the like. Simple to them, but unintelligible to anyone else.
This book is written for business people who use, or would like to use, search marketing to promote their businesses. It’s for people who wish they understood how organic search really works, how Google drives traffic, and how online marketing fits into all aspects of their business.
I’ve been sending copies of this book to many non-technical business executives.
While it’s an easy read, it’s chock full of important information and perspective. I’ve been telling friends of mine in the search marketing industry to read one, and buy one extra to give to a business person they respect.
Rating: 5 / 5
So, I’m in the biz, and even I didn’t ‘get it’ when it comes to search engine marketing. And this is after countless presentations at conferences, reading tons of stuff online, etc. Maybe I’m just dense, or maybe I just needed someone like Vanessa Fox to clarify what SEO is, how it works, why I should care, and exactly what I can do about it to help my business (and my clients’ businesses) in plain old ordinary language. With actual examples that make sense.
Sure, I’m biased. I contributed a little info on personas for the book. But I’ve got to tell you, I got way more out of this book than I put it. I’ve learned more from Vanessa’s book–actual, practical methods that tie in perfectly with user experience–than I’ve learned from any other book I’ve read in the past few years.
You’ll love this if you are a marketer who has to worry about SEO (and you all do).
You’ll get a huge amount out of it whether or not you already know anything about SEO and SEM.
You’ll get a brand new perspective if you are a user experience person (because guess what? the conversation you are trying to establish with your users and customers starts waaaay before they arrive at your site!).
You’ll become a savvy consumer of SEO tools and services.
So really, just buy it already. Seriously.
Rating: 5 / 5