To incorporate search into your organization:

  • Add search metrics to your data mix to better understand your audience, see industry trends, and build a better product strategy.
  • Integrate offline and online marketing activities to capitalize on your offline advertising efforts and to keep from losing potential customers that your offline advertising efforts are driving to search engines.
  • Develop a search acquisition strategy that fully harnesses the searching behavior of your potential customers.

To successfully execute your search strategy, you should build its importance into every aspect of the organization—not just marketing. A successful search strategy depends on information technology (IT) and engineering, product management, business development, marketing and advertising, public relations, customer support, user research, user interaction design, and any other department that thinks about the business, customers, product, or website. Marketing in the Age of Google will guide you toward building a successful search strategy and extending the process for execution throughout your entire organization.

This book talks about organic search—the search results that are generated algorithmically based on what the search engines think is most relevant for the query. Paid search (the ads that appear beside the organic results) is also an important piece of the search strategy puzzle, but a number of resources exist to help businesses better ...

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