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Marketing In The Age Of Google, Revised And Updated: Your Online Strategy IS Your Business Strategy (2012)

by Vanessa Fox(Favorite Author)

3.86 of 5 Votes: 2

languge

English

genre

Nonfiction

publisher

Wiley

review 1: Intelligent guide to effective search engine optimizationThe more visitors come to your website, the more links it will have, the more people will look for it and the more sales you will achieve. The search is the consumer’s door to your site and search engine optimization (SEO) is the key. Some self-proclaimed SEO “experts” recommend using “link farms,” “spammy keywords” and verbose “nonsense” websites. These charlatans represent the dark side of the legitimate search strategy consulting offered by proven authorities like Vanessa Fox. A former Google executive, Fox explains how your company can create and implement an intelligent “search acquisition strategy.” The right approach calls for purposeful development of online content. You want searchers t... moreo click through to your website and find it relevant, so they buy your merchandise. getAbstract recommends Fox’s book as a pivotal SEO guide for marketing managers, website content developers and online sales professionals.
review 2: This is an excellent book and one that all on-line marketing gurus, experts, architects, and even charlatans are going to have to read if they truly want to understand what marketing on the Internet means.Every minute of every day people are typing their needs, desires, and questions into search engines, creating what John Battelle famously called the "database of intentions." This database can be scary -- search Wikipedia for information about the AOL search data leak of 2006 -- and it can be uncannily accurate. Google currently uses query data to predict and monitor flu outbreaks. I've personally seen it used to predict movie box office successes.To a business with an on-line presence this data is too valuable to ignore. Vanessa shows how it can be mined with freely available tools by working through several real-world examples. This section, using search data to improve business and product strategy, is worth many times the cost of this book. This data simply wasn't available a few years ago except to a few companies who could afford it. Now it's free.People experienced with PPC campaigns like AdWords will be familiar with most of these concepts. But the application of these concepts to organic search is where the book really shines.Sites are broken down and analyzed from the point of view of specific "personas" who have specific intentions (and therefore use certain types of queries). The entire experience of this persona's workflow is considered from the way a page pops up in the search engine results to the "call to action" on the page the persona lands on.Traditional SEO topics are also covered here in great detail. But they are treated as a means to an end, unlike other "SEO in 1 minute a day"-type books out there. After all the goal of a business is to get customers, not to get traffic for traffic's sake. The feedback loop with the customer is closed with chapters on analytics metrics and social media.Recommended for SEOs and businesses with an on-line presence.[Note: This is based on an early review copy. I worked with Vanessa at Google, and I work with her now on her current venture.] less

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