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




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

Vanessa Fox

ISBN: 978-1-118-34300-5 March 2012 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.


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