Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, Revised and Updated
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Revised Edition of Marketing in the Age of Google Discusses Impact of Google+ and its Panda Algorithm
Search has changed everything. Search has woven into our everyday lives, and permeates offline as well as within online activities. Thanks to Google, online search has become one of the cheapest and most effective ways to build a business. 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.
Formerly Google's search engine strategy spokesperson and creator of Google Webmaster Central, Vanessa Fox explains in the new, updated edition of her book, MARKETING IN THE AGE OF GOOGLE: Your Online Strategy IS Your Business Strategy (Wiley; May 2012; Paperback & ebook; 9781118231937; $19.95) what every marketer and business owner needs to know about how to use search data and searcher behavior to understand their customers, engage with them, and strengthen those relationships. This revised edition includes the latest tools and changes to the search landscape, including Google+ as well as Google's Panda algorithm, which has substantially changed how Google evaluates content quality and more, including:
- Updated statistics, tools, and recommendations
- Details about the latest changes from Google, Bing, and the overall search landscape
- Discussion of the changing landscape of the integration of search and social media, including the addition of Google+ to the mix
This isn't another book about paid search for advertisers, it focuses on the unpaid search results, which most searchers click on. MARKETING IN THE AGE OF GOOGLE helps readers understand 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.
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.
Fox exposes widely held myths about search engine rankings and provides fundamental truths:
- Large brands do not have an advantage due to their established presence or larger ad spending. Internet retailer Zappos ranks far higher than shoe giant Nike in search engine rankings for searches for shoes because they understand how people are searching and the online landscape.
- It's not difficult to collect key data on what your potential customers are searching for. Important data is easily accessible from Google Trends, Google Insights, and many other places.
- Search rankings are not irrelevant to your brand--poor search results hurt your brand, make it seem less credible, and can drive your customers to your competition.
MARKETING IN THE AGE OF GOOGLE gives executives, business owners, marketers, and product managers a non-technical explanation to better understand the tools needed to maximize their potential of search engine marketing to build a brand, draw new prospects, and generate sales.