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

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 ownerneeds 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 fromGoogle, Bing, and the overall search landscapeExplanation and recommendationsrelated 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 mixTraditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves. Marketing in the Age of Google shows you how. INDICE: Foreword (Danny Sullivan)Preface1 How Search Has Changed Your Business2 How to Use Search Data to Improve Your Business and Product Strategy3 How We Search4 Building Searcher Personas: Opening the Door to the Crowd of Customers You've Been Keeping Out5 How Search Engines Work6 Implementing an Effective Search Strategy7 Working with Developers: How to Turn Business Strategy into Tech Speak8 How to Cut through the Data and Get the Actionable Metrics You Need9 Social Media and Search10 What's Next?: Beyond Google and 10 Blue LinksNotesReferencesIndex

• ISBN: 978-1-118-23193-7
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 272
• Fecha Publicación: 09/05/2012
• Nº Volúmenes: 1
• Idioma: Inglés