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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... Crawling Discovery Indexing Ranking Search Engine Tools for Webmasters CHAPTER 8 How to Cut Through the Data and Get the Actionable Metrics You Need Conversion Rates Defining Goals What's Not Important Competitive Intelligence asa.
... Competitive Intelligence asa Benchmark to How Well You're Really Doing Having ActionableAnalytics Data Is a Competitive Advantage Attribution How eBayUsesAnalytics toInform What TheyShouldDo, Not Just Show What ... Can Software ...
... competition certainly will.” —Lee Odden, CEO, TopRank Online Marketing “Former Googler Vanessa Fox has a unique understanding of search marketing from both sides of the table and has been educating people about the wonderful world of ...
... competitors in the dust.” —Elad Gil, Founder and CEO, Mixer Labs (acquired by Twitter) “With MarketingintheAge ofGoogle, Vanessa hassucceeded in crafting a comprehensive and engaging introduction to whatit meanstobe “SearchAware.” She ...
... competitive. At the end of the day, running a business without an online strategy is like sending all your online customers to your competitor—you missed the sale because you did not show up.” —Melek Pulatkonak, Presidentand COO, hakia ...
Isi
How to Use Search Data to Improve Your Business | |
How We Search | |
CHAPTER 4Building Searcher Personas | |
How Search Engines Work | |
Implementing an Effective Search Strategy | |
Working with Developers | |
Search Engine Tools for Webmasters | |
Just | |
Other Types of Media | |
The Synergies of Search and Social Media and | |
But We Want to Control OurBranding | |
You Can Compel Visitors by Being Compelling | |
Whats Next? Beyond Google and 10 Blue Links | |
Notes | |
Competitive Intelligence | |
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Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy Vanessa Fox Pratinjau terbatas - 2010 |
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Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS ... Vanessa Fox Pratinjau terbatas - 2012 |