Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy Hardcover – May 3 2010
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‘Her passion shines through when explaining how smaller firms can gain huge benefits…this book is a winner.' (Growing Business, September 2010).
From the Inside Flap
In the age of Google, your customers are searching.
Will they find you?
In today's searching world, customers turn to online search engines first. Yet many companies simply don't realize acquiring customers from search engines should be a core business strategy. Instead, they usually focus on narrow goals, such as boosting page rankings. These oversights leave a huge channel for engaging with potential customers largely untapped. Businesses that use data about how people search to inform their product strategy will reach customers before the competition. Businesses that understand the importance of non-ad-based search acquisition will make it central to their marketing mix, and can connect with high-quality customers for long-term growth and success.
Marketing in the Age of Google is a practical guide to harnessing the full power of online search for your business. Written by former Google employee Vanessa Fox, who created Google's official portal for explaining online search to businesses, this clear, non-technical book demystifies search marketing and explains proven methods you can implement at your business today.
Not another book on AdWords campaigns, Marketing in the Age of Google instead focuses on making your business stand out in the "organic" searches that attract 86 percent of user clicks. Fox shows you where companies get hung up with rankings, and lays out a comprehensive approach for achieving the search goal that matters most: connecting with the people who want to find you.
You'll also discover how to:
- Integrate search strategy into all aspects of your business
- Cut through the data and get the actionable metrics you need
- Use data about what people are searching for as a valuable market research tool
- Get your company found through social media
- And more!
Whether you're a sole proprietor or you work for a major global brand, Marketing in the Age of Google will help you fully integrate search into your business and marketing activities—and give you a major advantage over competitors.See all Product Description
Inside This Book(Learn More)
Top Customer Reviews
One of the most daunting challenges people in the search marketing industry have is to simply explain what their work involves to people from other walks of life. When asked what they are working on, organic search marketers respond in simple industry terms like canonicalization, redirects, meta data, and the like. Simple to them, but unintelligible to anyone else.
This book is written for business people who use, or would like to use, search marketing to promote their businesses. It's for people who wish they understood how organic search really works, how Google drives traffic, and how online marketing fits into all aspects of their business.
I've been sending copies of this book to many non-technical business executives.
While it's an easy read, it's chock full of important information and perspective. I've been telling friends of mine in the search marketing industry to read one, and buy one extra to give to a business person they respect.
There are many great examples, and for the novice, some super ideas on where to get information and analytics on your own web efforts and presence. However, beyond just talking about all the analytics connected to online advertising, she does a good job just articulating why you want to score higher on organic search - for example.
Though I liked all the online images and screen captures, there were times that it seemed a bit disconnected, or excessively used. Truly there is no better way to convince than to show these results. Despite this minor critique - great reference and book, for the executive view - rather than the deep technical perspective.
Most Helpful Customer Reviews on Amazon.com (beta)
-Searchers click on organic results 85% of the time
-Companies connect with searches in two ways: Paid and Organic
-Longer search queries = fewer paid results appearing to the searcher
-Videos and images draw users away from the paid search column
-50% of searchers will see the 7th search result
-100% of searchers look at the first organic result; 50% look at the first paid result
-Increased organic results = increased brand awareness
-organic results last over time, whereas paid results stop the second you stop paying for them
-Searchers click on a brand 92% of the time when a brand is in both paid and organic results
-A search is on avg. three words long; nearly 25% are only one word
-Women are more deliberate in reading search results
-A #1 ranking is less important than people think. If you rank in the top 3 to 4 results and have a more compelling title and description, you may own the click
-Searchers don't even look at the entire title. They look at the left half of it
-Remember that every page of your site is a potential entry for visitors
-The days of normal search results that everyone sees the same are now over
-YouTube is the second largest search engine
-Results that contain both video and images, searches start with that first, then go above, and then below in their scan
Worldwide there are 131 billion searchers/month, 23 billion by Americans. About 12% of U.S. searches are focused on retail items, and 63% of search-related purchases occur offline. Essentially all searchers look at the first organic result, while only 50% look at the first paid result. Fox points out that searchers will tell you exactly what will compel them to buy your products - if only you will look for the answers. Information within Google Insights for Search and Google Trends can reveal the relative popularity of similar search terms, trends and seasonality in their popularity, where (geographically) most inquiries are coming from. Other sources for useful sights include Google Adwords (Fox suggests trying a few ads, if only for the information retrieved), Google Analytics (reports number of visits, time on site, number of pages visited, bounce rate), Compete.com (degree of competition associated with various search terms), and [...] (what sites and search terms are driving visitors to your site). [...] and others can help alert marketers to PR disasters in the making before they get too far.
Must reading, and ownership for any marketer.
Instead there is alot of talk of having a board of directors that understands e-marketing and advice for your tech department.
I am my tech department.
I liked the links to how to find how similar sites are found, what keywords might work better and how they operate, But it does not seem to be written for single employee entreprenuers.
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