Marketing in the age of Google : your online strategy is your business strategy

著者

    • Fox, Vanessa

書誌事項

Marketing in the age of Google : your online strategy is your business strategy

Vanessa Fox

Wiley, c2012

Rev. and updated

  • : pbk

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注記

"Revised and updated to cover Google+, Panda, and more"--Cover

Includes bibliographical references (p. 243-244) and index

内容説明・目次

内容説明

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.

目次

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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