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

Search engine strategy is too important to be left to the techies! Thanks to Google, online search has become one of the cheapest and most effective ways to build a business. In this non-technical book, search engine strategy guru Vanessa Fox explains what every marketer and businessperson needs to understand about how search rankings work, how to use search to better understand your customers and attract new ones, and how any website can improve its search rankings by following a few simple principles. Former Google spokesperson and leading search engine strategy speaker and consultant Fox also exposes widely held myths about search engine rankings: for example, it's not true that large brands have an advantage due to their established presence or larger ad spending. Internet shoe retailer Zappos ranks far higher than giant Nike in search engine rankings, and total search hits. Key Selling Features Search isn't a scattershot approach; you can target your ideal audience who demonstrate intent to purchase Search is measurable, unlike many other marketing channels. 86% of search clicks are on organic results and yet only 14% of search-related marketing dollars are spent on improving organic search rankings. A slight shift in spend (from paid search to organic) could substantially increase qualified traffic. Offline marketing efforts drive organic search queries, and by not capitalizing on those queries, much of that marketing effort goes wasted.Vanessa Fox (Seattle, WA) is a leading speaker and consultant on search engine strategy. She was previously Googles search engine spokesperson, responsiblefor communicating to the press and to website owners how Googles search algorithm works and how web site owners can improve their position in Googles search rankings. Fox has appeared in the Wall Street Journal, USA Today, London Times, Forbes, LA Times and on CNN. Fox is now a frequent speaker on search engine strategy and advises eBay, Intuit, and other leading companies on search strategy. Fox's website is ninebyblue.com.

• ISBN: 978-0-470-53719-0
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 256
• Fecha Publicación: 12/05/2010
• Nº Volúmenes: 1
• Idioma: Inglés