Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business StrategyJohn Wiley & Sons, 1 Mei 2012 - 272 halaman 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.
Traditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves. Marketing in the Age of Google shows you how. |
Isi
How Search Has Changed Your Business | 1 |
How to Use Search Data to Improve Your Business and Product Strategy | 25 |
How We Search | 67 |
Opening the Door to the Crowd of Customers Youve Been Keeping Out | 89 |
How Search Engines Work | 111 |
Implementing an Effective Search Strategy | 139 |
How to Turn Business Strategy into Tech Speak | 157 |
How to Cut through the Data and Get the Actionable Metrics You Need | 171 |
Social Media and Search | 185 |
Beyond Google and 10 Blue Links | 213 |
Notes | 229 |
243 | |
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