Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy (Hardcover)

Every business should have a search strategy. How a business appears online can impact consumer influence as much as if not more than offline advertising like TV commercials. 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. Accessing search data is like conducting focus groups with millions of people for free. Search isn't just for marketers and techies. It can provide valuable insight on business strategy and product strategy.

Companies of all sizes – from startups to global enterprise level corporations, and even businesses without web sites – can benefit from understanding how consumers are searching for them and talking about them online, both as a powerful acquisition channel and a vast repository of market research.

In this non-technical book forexecutives, business owners, marketers, and product managers, search engine strategy guru Vanessa Fox-who created Google's portal for site owners, Googgle 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.

• Written by search engine guru Vanessa Fox, formerly Google's search engine strategy spokesperson and creator of Google Webmaster Central
• Explains from a businessperson's perspective how to develop a successful search engine strategy
• Shows how to use the easily accessible data from search engines to increase qualified traffic, better understand customers, and strengthen customer relationships
• Reveals how smaller companies can leverage search engine marketing to achieve parity with larger brands

With this book in hand, every businessperson will have the knowledge and the tools to maximize the potential of search engine marketing to build a brand, draw new prospects, and generate sales.

搜索已經改變了一切。搜索已經融入到我們的日常生活中，並滲透到線下和線上的活動中。

每個企業都應該有一個搜索策略。企業在線上的形象可以對消費者的影響甚至超過電視廣告等線下廣告。企業的搜索策略可以對消費者與企業的互動產生戲劇性的影響。

更重要的是，搜索引擎的活動提供了關於客戶行為、需求和動機的驚人有用的數據。訪問搜索數據就像免費進行數百萬人的焦點小組。搜索不僅僅是為營銷人員和技術人員而設。它可以為業務策略和產品策略提供有價值的洞察。

從初創企業到全球企業級公司，甚至沒有網站的企業，都可以從了解消費者如何在線上搜索他們並談論他們中獲益，無論是作為一個強大的獲客渠道還是一個廣泛的市場研究庫。

在這本非技術書籍中，搜索引擎策略專家Vanessa Fox（曾創建Google的網站所有者門戶Googgle Webmaster Central）向高管、企業主、營銷人員和產品經理解釋了每個營銷人員或企業主需要了解的搜索排名工作原理，如何利用搜索更好地了解客戶並吸引新客戶，如何為企業制定全面的搜索策略，以及如何將這一策略的執行融入企業流程中。這不是另一本關於廣告商付費搜索的書籍。本書專注於有機列表-這些未付費的結果佔搜索者點擊的86％。

• 由搜索引擎專家Vanessa Fox撰寫，曾任Google的搜索引擎策略發言人和Google Webmaster Central的創建者
  


• 從商業人士的角度解釋如何制定成功的搜索引擎策略
  


• 展示如何利用搜索引擎輕鬆獲取的數據來增加合格流量，更好地了解客戶並加強客戶關係
  


• 揭示了小型企業如何利用搜索引擎營銷實現與大品牌的平等
  

有了這本書，每個商業人士都將擁有知識和工具，最大限度地發揮搜索引擎營銷的潛力，建立品牌，吸引新潛在客戶並產生銷售。