Description

Book Synopsis
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 Foxwho created Google''s portal for site owners, Google Webmaster Centralexplains 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.

  • Updated statistics, tools, and recommendations
  • Details about the latest changes from Google, Bing, and the overall search landscape
  • Explanation and recommendations related to Google''s substantial new search algorithm, know as Panda
  • Discussion of the chang

    Trade Review
    The most straightforward guide to the power of search. (Start Your Business, April 2012)

    Table of Contents

    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 and Product Strategy 25

    Chapter 3 How We Search 67

    Chapter 4 Building Searcher Personas: Opening the Door to the Crowd 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 Strategy into Tech Speak 157

    Chapter 8 How to Cut through the Data and Get the Actionable Metrics You Need 171

    Chapter 9 Social Media and Search 185

    Chapter 10 What’s Next?: Beyond Google and 10 Blue Links 213

    Notes 229

    References 243

    Index 245

Marketing in the Age of Google Revised and

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    Order before 4pm today for delivery by Mon 10 Aug 2026.

    A Paperback / softback by Vanessa Fox

      Trusted by thousands of customers. See 2,385+ Customer Reviews

      View other formats and editions of Marketing in the Age of Google Revised and by Vanessa Fox

      Publisher: John Wiley & Sons Inc
      Publication Date: Publication Date: 27/04/2012
      ISBN13: 9781118231937, 978-1118231937
      ISBN10: 1118231937

      Description

      Book Synopsis
      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 Foxwho created Google''s portal for site owners, Google Webmaster Centralexplains 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.

      • Updated statistics, tools, and recommendations
      • Details about the latest changes from Google, Bing, and the overall search landscape
      • Explanation and recommendations related to Google''s substantial new search algorithm, know as Panda
      • Discussion of the chang

        Trade Review
        The most straightforward guide to the power of search. (Start Your Business, April 2012)

        Table of Contents

        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 and Product Strategy 25

        Chapter 3 How We Search 67

        Chapter 4 Building Searcher Personas: Opening the Door to the Crowd 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 Strategy into Tech Speak 157

        Chapter 8 How to Cut through the Data and Get the Actionable Metrics You Need 171

        Chapter 9 Social Media and Search 185

        Chapter 10 What’s Next?: Beyond Google and 10 Blue Links 213

        Notes 229

        References 243

        Index 245

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