Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, Revised and Updated

Book description

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.

  • 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 changing landscape of the integration of search and social media, including the addition of Google+ to the mix

Traditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves. Marketing in the Age of Google shows you how.

Table of contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Dedication
  6. Foreword
  7. Preface
  8. Chapter 1: How Search Has Changed Your Business
    1. Doesn’t Google Show the Most Relevant Sites to Searchers Without My Input?
    2. The Keys to An Effective Search Strategy
  9. Chapter 2: How to Use Search Data to Improve Your Business and Product Strategy
    1. How We Use Search for Research: Planning a Trip to Lake Tahoe
    2. Market Research: Where the Wild Frontiers of Human Nature Meet the Wild Powers of Technology
    3. Search Data: A Powerful Source of Market Research
    4. Using Search Data for Better Business Strategy and Stronger Customer Engagement
    5. A Better Strategy for Increased Customers and a More Successful Business
  10. Chapter 3: How We Search
    1. Query Types
    2. Determining Intent
    3. Query Refinements
    4. Using Demographic Data
    5. How Searchers Evaluate the Page They’ve Clicked On
  11. Chapter 4: Building Searcher Personas
    1. Search Acquisition Strategy Process
  12. Chapter 5: How Search Engines Work
    1. The Evolution of Search Engines
    2. The Introduction of Pagerank
    3. The Current State of Search Engines
    4. How Search Engines Work
    5. The Difference Between Organic and Paid Results
    6. How Search Engines Rank Results
    7. How Search Engines are Using Data About Searcher Intent
    8. Search Engine Suggestions and Prompts
    9. Personalization
    10. Anatomy of a Search Engine Result
    11. The Evolution of Organic Search Results: Beyond Web Pages
    12. Blended Search: Images
    13. Blended Search: Video
    14. How Do Universal Results Impact Searcher Behavior?
    15. Internationalization
    16. Continued Enhancements to the Search Results Page
    17. Getting Technical: How It All Comes Together
  13. Chapter 6: Implementing an Effective Search Strategy
    1. Would you Like to Exchange Links With My Site Buy-Cheap-Viagra-While-You-Play-Poker-Online-and-File-A-Mesothelioma-Class-Action-Lawsuit.Info?
    2. Beyond SEO
    3. Becoming Too Focused on SEO
    4. Search Engine Guidelines and Penalties
    5. Building Search into the Process of the Organization
    6. Marketing, Advertising, and Public Relations
    7. Market Research and Product Development
    8. Metrics and Analytics
    9. Customer Support
    10. How Search Impacts Local Business
    11. Google’s Changing Algorithms
  14. Chapter 7: Working with Developers
    1. Crawling
    2. Indexing
    3. Ranking
    4. Search Engine Tools for Webmasters
  15. Chapter 8: How to Cut through the Data and Get the Actionable Metrics you Need
    1. Conversion Rates
    2. Defining Goals
    3. What’s Not Important
    4. Competitive Intelligence As a Benchmark To How Well You’re Really Doing
    5. Having Actionable Analytics Data is a Competitive Advantage
    6. Attribution
    7. How Ebay Uses Analytics to Inform What They Should Do, Not Just Show What They’ve Done
    8. Can Software Accurately Calculate Attribution?
    9. What About Offline Attribution?
    10. The Trouble with Data
    11. The Value of An Experienced in-House Web Analytics Expert
  16. Chapter 9: Social Media and Search
    1. What is Social Media?
    2. Other Types of Media
    3. Being Visible in Search Results
    4. The Synergies of Search and Social Media and Public Relations
    5. Online Reputation Management
    6. Helping Your Company Site To Rank Well
    7. Market Research
    8. Finding Out Where People are Talking About you Online
    9. Averting a Public Relations Disaster
    10. Garnering Support
    11. But We Want To Control Our Branding!
    12. Tactical Suggestions
    13. The Value of User-Generated Content for Search Acquisition
    14. You Can Compel Visitors By Being Compelling
    15. Taking Advantage of Diversified Acquisition Streams
    16. Getting Started
    17. Google+ Business Pages
  17. Chapter 10: What’s Next?
    1. New Search Interfaces
    2. Social Search
    3. Smarter Search
  18. References
  19. Index

Product information

  • Title: Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, Revised and Updated
  • Author(s): Vanessa Fox
  • Release date: May 2012
  • Publisher(s): Wiley
  • ISBN: 9781118231937