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

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John Wiley & Sons, May 1, 2012 - Business & Economics - 272 pages
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.

 

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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. Read full review

Contents

How Search Has Changed Your Business
1
How to Use Search Data to Improve Your Business and Product Strategy
25
How We Search
67
Opening the Door to the Crowd of Customers Youve Been Keeping Out
89
How Search Engines Work
111
Implementing an Effective Search Strategy
139
How to Turn Business Strategy into Tech Speak
157
How to Cut through the Data and Get the Actionable Metrics You Need
171
Social Media and Search
185
Beyond Google and 10 Blue Links
213
Notes
229
References
243
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About the author (2012)

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.

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