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

ISBN: 978-1-118-23193-7
272 pages
May 2012
Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, Revised and Updated (1118231937) cover image
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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Foreword DANNY SULLIVAN xv

Preface xvii

Chapter 1 How Search Has Changed Your Business 1

Chapter 2 How to Use Search Data to Improve Your Business and Product Strategy 25

Chapter 3 How We Search 67

Chapter 4 Building Searcher Personas: Opening the Door to the Crowd of Customers You’ve Been Keeping Out 89

Chapter 5 How Search Engines Work 111

Chapter 6 Implementing an Effective Search Strategy 139

Chapter 7 Working with Developers: How to Turn Business Strategy into Tech Speak 157

Chapter 8 How to Cut through the Data and Get the Actionable Metrics You Need 171

Chapter 9 Social Media and Search 185

Chapter 10 What’s Next?: Beyond Google and 10 Blue Links 213

ftoc 8 March 2012; 11:16:0

Notes 229

References 243

Index 245

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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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May 21, 2012
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.

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Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, Revised and Updated (US $19.95)

-and- ...And the Clients Went Wild!: How Savvy Professionals Win All the Business They Want, Revised and Updated (US $18.95)

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Discounted Price: US $29.17 (Save: US $9.73)

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