Fox Marketing in the Age of Google

Your Online Strategy IS Your Business Strategy, Revised and Updated
1. Auflage 2012
ISBN: 978-1-118-34299-2
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 272 Seiten, E-Book

Search has changed everything. Has your business harnessed itsfull potential?
A business's search strategy can have a dramatic impact on howconsumers interact with that business. But even more importantly,search engine activity provides amazingly useful data aboutcustomer behavior, needs, and motivations. In this non-technicalbook for executives, business owners, and marketers, search enginestrategy guru Vanessa Fox--who created Google's portal forsite owners, Google Webmaster Central--explains what everymarketer or business owner needs to understand about searchrankings, search data, comprehensive search strategies, andintegrating your strategy into the businesses processes.
* Updated statistics, tools, and recommendations
* Details about the latest changes from Google, Bing, and theoverall search landscape
* Explanation and recommendations related to Google's substantialnew search algorithm, know as "Panda"
* Discussion of the changing landscape of the integration ofsearch and social media, including the addition of Google+ to themix
Traditional marketing isn't enough anymore. Businesses need toevolve as customer behavior evolves. Marketing in the Age ofGoogle shows you how.

Autoren/Hrsg.

Fox, Vanessa

Inhaltsverzeichnis

Foreword DANNY SULLIVAN xv
Preface xvii
Chapter 1 How Search Has Changed Your Business 1
Chapter 2 How to Use Search Data to Improve Your Business andProduct Strategy 25
Chapter 3 How We Search 67
Chapter 4 Building Searcher Personas: Opening the Door to theCrowd 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 Strategyinto Tech Speak 157
Chapter 8 How to Cut through the Data and Get the ActionableMetrics You Need 171
Chapter 9 Social Media and Search 185
Chapter 10 What's Next?: Beyond Google and 10 Blue Links213
ftoc 8 March 2012; 11:16:0
Notes 229
References 243
Index 245

Über Autor(innen)

VANESSA FOX is a leading speaker and consultant on search engine strategy. She was previously Google's search engine spokesperson responsible for explaining Google's search algorithm to millions of website owners. She has appeared in the Wall Street Journal, USA TODAY, The Times (of London), Forbes, and on CNN. She's a contributing editor for SearchEngineLand.com and founder and CEO of Nine By Blue, which provides reporting tools and training for search best practices.