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

by Fox, Vanessa

• ISBN13: 9781118231937
• ISBN10: 1118231937
• Edition: 1st
• Format: Paperback
• Copyright: 2012-05-01
• Publisher: Wiley

Summary

This book is about the power of search, the overall search landscape, and how businesses can harness it to their full potential. Unlike other search-related books that are about tactical search engine optimization or paid search, this book will focus on being found in organic search results, using search data to better understand customers, and to deepen the customer engagement for greater customer lifetime value. The book includes numerous case studies from easily recognizable companies as well as direct conversations with the major search engine representatives (Google, Yahoo, and Microsoft Live Search) and the smaller niche engines (such as Spock, Wink, hakia, and Nexplore). Key Selling Features Traditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves Organic search is a free customer acquisition channel (and thus, doesn't dry up when you stop spending) Search isn't a scattershot approach; you can target your ideal audience who has purchasing intent Search is measurable, unlike many other marketing channels 86% of search clicks are on organic results and yet only 14% of spend is on organic. A slight shift in spend (from paid search to organic) could substantially increase qualified traffic. Offline marketing efforts drive organic search queries, and by not capitalizing on those queries, much of those marketing efforts goes wasted Updates to this revised edition include: Updated statistics, tools, and recommendations related to Google's new interface Explanation on impact of search rankings in relation to Google's changes to their search algorithm, know as "Panda"

Author Biography

Vaness 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.

Table of Contents

Foreword	p. xv
Preface	p. xvii
How Search Has Changed Your Business	p. 1
How to Use Search Data to Improve Your Business and Product Strategy	p. 25
How We Search	p. 67
Building Searcher Personas: Opening the Door to the Crowd of Customers YouÆve Been Keeping Out	p. 89
How Search Engines Work	p. 111
Implementing an Effective Search Strategy	p. 139
Working with Developers: How to Turn Business Strategy into Tech Speak	p. 157
How to Cut through the Data and Get the Actionable Metrics You Need	p. 171
Social Media and Search	p. 185
WhatÆs Next?: Beyond Google and 10 Blue Links	p. 213
Notes	p. 229
References	p. 243
Index	p. 245
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