Read Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy by Vanessa Fox Online


Search has changed everything. Search has become woven into our everyday lives, and permeates offline as well as online activities. Every business should have a search strategy. How a business appears online can impact consumer influence as much as if not more than offline advertising like TV commercials. A business's search strategy can have a dramatic impact on how consuSearch has changed everything. Search has become woven into our everyday lives, and permeates offline as well as online activities. Every business should have a search strategy. How a business appears online can impact consumer influence as much as if not more than offline advertising like TV commercials. 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. Accessing search data is like conducting focus groups with millions of people for free. Search isn't just for marketers and techies. It can provide valuable insight on business strategy and product strategy.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.In this non-technical book forexecutives, business owners, marketers, and product managers, search engine strategy guru Vanessa Fox-who created Google's portal for site owners, Googgle Webmaster Central -explains what every marketer or business owner needs to understand about 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. This isn't another book about paid search for advertisers. This book focuses on organic listings - the unpaid results that receive 86% of searcher clicks.Written by search engine guru Vanessa Fox, formerly Google's search engine strategy spokesperson and creator of Google Webmaster Central Explains from a businessperson's perspective how to develop a successful search engine strategy Shows how to use the easily accessible data from search engines to increase qualified traffic, better understand customers, and strengthen customer relationships Reveals how smaller companies can leverage search engine marketing to achieve parity with larger brands With this book in hand, every businessperson will have the knowledge and the tools to maximize the potential of search engine marketing to build a brand, draw new prospects, and generate sales....

Title : Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy
Author :
Rating :
ISBN : 9780470537190
Format Type : Hardcover
Number of Pages : 242 Pages
Status : Available For Download
Last checked : 21 Minutes ago!

Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy Reviews

  • Minah
    2018-11-15 19:12

    Explains from a marketing perspective how to develop a successful search engine strategy. Increasing qualified traffic, better understanding customers, and engaging customer relationships from search engines. Evolving marketing strategies.

  • Todd N
    2018-11-27 14:12

    This is an excellent book and one that all on-line marketing gurus, experts, architects, and even charlatans are going to have to read if they truly want to understand what marketing on the Internet means.Every minute of every day people are typing their needs, desires, and questions into search engines, creating what John Battelle famously called the "database of intentions." This database can be scary -- search Wikipedia for information about the AOL search data leak of 2006 -- and it can be uncannily accurate. Google currently uses query data to predict and monitor flu outbreaks. I've personally seen it used to predict movie box office successes.To a business with an on-line presence this data is too valuable to ignore. Vanessa shows how it can be mined with freely available tools by working through several real-world examples. This section, using search data to improve business and product strategy, is worth many times the cost of this book. This data simply wasn't available a few years ago except to a few companies who could afford it. Now it's free.People experienced with PPC campaigns like AdWords will be familiar with most of these concepts. But the application of these concepts to organic search is where the book really shines.Sites are broken down and analyzed from the point of view of specific "personas" who have specific intentions (and therefore use certain types of queries). The entire experience of this persona's workflow is considered from the way a page pops up in the search engine results to the "call to action" on the page the persona lands on.Traditional SEO topics are also covered here in great detail. But they are treated as a means to an end, unlike other "SEO in 1 minute a day"-type books out there. After all the goal of a business is to get customers, not to get traffic for traffic's sake. The feedback loop with the customer is closed with chapters on analytics metrics and social media.Recommended for SEOs and businesses with an on-line presence.[Note: This is based on an early review copy. I worked with Vanessa at Google, and I work with her now on her current venture.]

  • Chey
    2018-11-29 17:16

    I found the book to be very informative. For a none computer person (I’ve made websites but only very smalltime) I would have liked more descriptions on some of the technical considerations such as meta data and how it appears to the audience. That was really my only complaint about the book, the marketing ideas and suggestions were terrific. They were actually doable suggestions not just theory that would be difficult to apply. The screen shots were very helpful and the use of real life examples not only added to the creditability of the author but also to the reader in terms of making the ideas clearer. Some of the suggestions in the book I had already implemented (such as using Google webmaster) and I completely agree that it is an extremely useful tool. Overall I found the book to be very easy to read, it contained valid and useful points and suggestions, and I would recommend it to individuals who are building or want to improve their businesses website.

  • E
    2018-11-19 21:09

    Intelligent guide to effective search engine optimizationThe more visitors come to your website, the more links it will have, the more people will look for it and the more sales you will achieve. The search is the consumer’s door to your site and search engine optimization (SEO) is the key. Some self-proclaimed SEO “experts” recommend using “link farms,” “spammy keywords” and verbose “nonsense” websites. These charlatans represent the dark side of the legitimate search strategy consulting offered by proven authorities like Vanessa Fox. A former Google executive, Fox explains how your company can create and implement an intelligent “search acquisition strategy.” The right approach calls for purposeful development of online content. You want searchers to click through to your website and find it relevant, so they buy your merchandise. getAbstract recommends Fox’s book as a pivotal SEO guide for marketing managers, website content developers and online sales professionals.

  • Chad
    2018-12-04 14:02

    I would recommend this book to all marketers, including C-suite professionals. I would also recommend this book to entrepreneurs and just about anyone else who has a product or service for sale. This book not only explains how search engines can have an effect on online sales, it also gives examples of how search engine optimization (SEO), when done properly, can increase offline sales. It is filled with useful information that people can use in their professional lives and in their everyday lives as consumers. This is a great book.

  • HoopoeGirl
    2018-11-25 15:25

    An excellent introduction to search engine marketing and the tools behind it. In-depth coverage of how search engines work, search engine optimization best practices, searcher behaviors, and quantifying SEO success. For being four years out of publication, the majority of the topics covered are still relevant to today's marketplace. A few small points showed old 2012 thinking, but for a tech book to still be able to hold its own after even just one year, much less four, shows how well Fox understood and captured the material.

  • Eric
    2018-12-04 16:20

    I liked this book a great deal. The author reinforces my gut instinct that in today's age of transparency, a holistic approach based on nothing but honesty is the best policy. Of course her background as a member of the Googleplex may bias her with the "Don't be evil" mantra, but I sincerely believe that good guys can finish first in SEO, especially if they keep their eyes on the horizon and manage the entirety of a properties web presence.

  • Matt
    2018-11-26 15:28

    This was a very informative look into how you can use Google to further your business with little to no cost to your company. This is now a bit dated from when it was written, but the overall ideas are still there: know who is looking for your product, how they are looking for it and how you can use that to further your sales.A must read for any marketer or small business owner.

  • Lydia
    2018-11-30 14:03

    I didn't read this as any sort of expert, or someone who had even really touched marketing, so I may not have gotten as much out of this as someone reading for specific tips or content. That being said, Fox organizes the book in a really nice way, summarizing information when it is relevant, which made this an easy read.

  • Jason Bean
    2018-11-28 20:08

    Great book for a general overview how being in business today means you'll probably be doing business online. Even if you're 100% offline, people are online and looking for you. The question is will you be found?

  • Whitney
    2018-12-02 20:07

    Great introductory book to Search Engine Optimization. Doesn't get the reader bogged down in the nitty gritty details. I love the checklists at the end of each chapter that easily outlines what you need to do to to have the most effective strategy

  • Brian
    2018-12-03 21:18

    All very basic information that can be found online in a dozen places. This book does organize the information fairly well but does not dive deeper in any specific area. At times I wondered if it was even as thorough as a Wiki article on the subject...unfortunately, my answer was "no".

  • Ambili shyam
    2018-11-22 15:23

    It's a good read, very informative. It is about how to think strategically about the search and how to get your business fits into a serach based culture. I would recommend this book to all the business owners who want to improve their site to bring organic traffic to their site.

  • Josh
    2018-12-03 15:16

    I read about 3/4 of this book and found it helpful. It's very technical but also easy to understand. If you want to know how to incorporate an online search strategy into your overall business strategy then this is a good read.

  • Artur Palvanov
    2018-12-01 15:07

    Good book for those who don't know anything about internet marketing. If you have been reading about online marketing for a year or two, this book has little to offer.

  • Johnsondean
    2018-11-20 19:27

    Online search behavior opens a window on collective consciousness. It can reveals what people want, need, are concerned about, geographic health trends, etc. This book is very insightful.

  • Valiik
    2018-11-19 20:18

    Good read.

  • Roanna
    2018-12-05 15:27

    One of my favorite marketing books. No fluff. Underrated.

  • João Marques
    2018-11-19 16:01

    Reading it

  • Seth
    2018-11-22 18:16


  • Luca Conti
    2018-11-26 14:08

    don't read it, it is a web marketing book about everything and nothing. Save Your money and time

  • Jami Broom
    2018-11-16 18:18

    Perfect for CEOs and business managers trying to get a handle on the online marketing world.

  • Adam Schweigert
    2018-12-11 22:28

    A solid overview for executives, small business owners, etc. who are new to search marketing.