Marketing in the Age of Google: Your Online Strategy IS Your Business StrategyJohn Wiley & Sons, 15 Apr 2010 - 272 halaman 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 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.
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. |
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Your Online Strategy IS Your Business Strategy Vanessa Fox. HOW SEARCH HAS CHANGED EVERYTHING Marketing in the Age of Google YOUR ONLINE STRATEGY IS YOUR BUSINESS STRATEGY VANESSA FOX Table of Contents Praise Title Page Copyright Page ...
Your Online Strategy IS Your Business Strategy Vanessa Fox. Table of Contents Praise Title Page Copyright Page Dedication Foreword Preface CHAPTER 1 - How Search Has Changed Your Business Doesn't Google Show the Most Relevant Sites to ...
Your Online Strategy IS Your Business Strategy Vanessa Fox. Metrics and Analytics Customer Support CHAPTER 7 - Working with Developers Crawling Discovery Indexing Ranking Search Engine Tools for Webmasters CHAPTER 8 - How to Cut Through ...
Your Online Strategy IS Your Business Strategy Vanessa Fox. Praise for Marketing in the Age of Google " Vanessa Fox is not only blessed with a brilliant mind , but fantastic perspective into the search market place . Her experiences at ...
Your Online Strategy IS Your Business Strategy Vanessa Fox. “ Let's face it — in today's online world , marketing is technology , and the hottest technology is search . No one knows the business of search engine optimization better than ...
Isi
How to Use Search Data to Improve Your Business and Product | 1-23 |
Engagement | 2-4 |
How We Search | 2-33 |
Building Searcher Personas | 3-19 |
How Search Engines Work | 4-19 |
How It All Comes Together | 4-46 |
Working with Developers | 4-66 |
How to Cut Through the Data and Get the Actionable Metrics | 4-83 |
How eBay Uses Analytics to Inform What They Should Do Not Just Show What | 4-90 |
Social Media and Search | 4-99 |
Finding Out Where People Are Talking about You Online | 9-2 |
Whats Next? Beyond Google and 10 Blue Links | 9-18 |
Notes | 9-34 |
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