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The Essential Social Media Marketing Handbook by Gail Z. Martin

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CHAPTER FIVE

NAVIGATING THE GOOGLE EMPIRE

Google is the ultimate over-achiever, striving to be everything to everybody. Most of the time, they do a good job. The Google line of products aren’t all equally spectacular, but even the so-so offerings have the benefit of being tied in to the Google empire.

Let’s start with Google, the search engine. Yes, there’s Bing and Yahoo, but Google is the 800-pound gorilla of online search. Sure, specialized programs like BuzzSumo or Boardreader search certain parts of the Web very well, but Google serves up a wealth of accurate results quickly. The downside, of course, is that your searches are being tracked and data mined, which is how eerily accurate customized ads magically appear at the top of your page ...

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