Marketing in the age of Google : your online strategy is your business strategy / Vanessa Fox.

Format:

Book

Author/Creator:

Fox, Vanessa, 1972-

Language:

English

Subjects (All):

Internet marketing.

Internet searching.

Web search engines.

Physical Description:

xiv, 242 p.

Edition:

1st edition

Place of Publication:

Hoboken, NJ : John Wiley & Sons, c2010.

Language Note:

English

System Details:

text file

Summary:

"In this non-technical book for executives, business owners, marketers, and product managers, 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 how search rankings work, how to use search to better understand your customers and attract new ones, how to develop a comprehensive search strategy for your business, and how to build execution of this strategy into the businesses processes. This isn't another book about paid search for advertisers. This book focuses on organic listings -- the unpaid results that receive 86% of searcher clicks."--Resource description page.

Contents:

How search has changed your business

How to use search data to improve your business and product strategy

How we search

Building searcher personas: opening the door to the crowd of customers you've been keeping out

How search engines work

Implementing an effective search strategy

Working with developers: how to turn business strategy into tech speak

How to cut through the data and get the actionable metrics you need

Social media and search

What's next: beyond Google.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786612687525

9780470622612

047062261X

9781118256220

1118256220

9781282687523

1282687522

9780470622599

0470622598

OCLC:

1027199600