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

Author: Vanessa Fox
Publisher: Somerset : Wiley, 2012.
Edition/Format:   eBook : Document : English : 1st edView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Fox, Vanessa.
Marketing in the Age of Google, Revised and Updated : Your Online Strategy IS Your Business Strategy.
Somerset : Wiley, ©2012
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Vanessa Fox
ISBN: 9781118342992 1118342992
OCLC Number: 1058436574
Notes: What About Offline Attribution?
Description: 1 online resource (272 pages)
Contents: Making in the Age of Google: Your Online Strategy is Your Business Strategy --
Contents --
Foreword --
Preface --
Chapter 1: How Search Has Changed Your Business --
Doesn't Google Show The Most Relevant Sites To Searchers Without My Input? --
The Keys to an Effective Search Strategy --
Chapter 2: How to Use Search Data to Improve Your Business and Product Strategy --
How We Use Search For Research: Planning a Trip to Lake Tahoe --
Market Research: Where the Wild Frontiers of Human Nature Meet the Wild Powers of Technology --
Search Data: A Powerful Source of Market Research. Using Search Data for Better Business Strategy and Stronger Customer Engagement --
A Better Strategy for Increased Customers and a More Successful Business --
Chapter 3: How We Search --
Query Types --
Determining Intent --
Query Refinements --
Using Demographic Data --
How Searchers Evaluate the Page They've Clicked On --
Chapter 4: Building Searcher Personas: Opening the Door to the Crowd of Customers You've Been Keeping Out --
Search Acquisition Strategy Process --
Chapter 5: How Search Engines Work --
The Evolution of Search Engines --
The Introduction of Pagerank. The Current State of Search Engines --
How Search Engines Work --
The Difference Between Organic And Paid Results --
How Search Engines Rank Results --
How Search Engines Are Using Data About Searcher Intent --
Search Engine Suggestions and Prompts --
Personalization --
Anatomy of a Search Engine Result --
The Evolution of Organic Search Results: Beyond Web Pages --
Blended Search: Images --
Blended Search: Video --
How Do Universal Results Impact Searcher Behavior? --
Internationalization --
Continued Enhancements to The Search Results Page --
Getting Technical: How It All Comes Together. Chapter 6: Implementing an Effective Search Strategy --
Would You Like To Exchange Links With My Site Buy-Cheap-Viagra-While-You-Play-Pokeronline- And-File-A-Mesothelioma-Classaction- Lawsuit. Info? --
Beyond SEO --
Becoming Too Focused On SEO --
Search Engine Guidelines and Penalties --
Building Search into the Process of the Organization --
Marketing, Advertising, And Public Relations --
Market Research and Product Development --
MetricsaAnd Analytics --
Customer Support --
How Search Impacts Local Business --
Google's Changing Algorithms. Chapter 7: Working with Developers: How to Turn Business Strategy into Tech Speak --
Crawling --
Indexing --
Ranking --
Search Engine Tools for Webmasters --
Chapter 8: How to Cut through the Data and Get the Actionable Metrics You Need --
Conversion Rates --
Defining Goals --
What's Not Important --
Competitive Intelligence as a Benchmark to How Well You're Really Doing --
Having Actionable Analytics Data Is a Competitive Advantage --
Attribution --
How eBay Uses Analytics to Inform What They Should Do, Not Just Show What They've Done --
Can Software Accurately Calculate Attribution?

Abstract:

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.

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