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Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business Strategy Paperback – May 1, 2012
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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.--This text refers to an out of print or unavailable edition of this title.
Top Customer Reviews
-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.
Most Recent Customer Reviews
Very informative. Helpful ideas and useful tips. If running a business it can help you improve your web presence, align your marketing message across all media types and improve... Read morePublished 15 months ago by Milly
The information contained within is very good. However, like all technology books, some of the specifics are now out of date. Read morePublished 16 months ago by Mr. Lebowski
Great book / there were things I wanted to know that I wish she had gone into more depth on.Published 21 months ago by Cary Ellis
Obviously I misunderstood what the book was about as I was expecting a more "how to" book on improving your web presence but the book was more generic. Read morePublished 23 months ago by L. Young
Very wordy with absolutely no real substance or gold nuggets to speak of. I was really expecting magic and it just wasn't there.Published on June 11, 2014 by Roger K
I purchased this book because the author worked at google. I thought she would be able to provide some tips on how to rank high in google search. Not at all. Read morePublished on April 7, 2014 by L Liang
Very detailed, with a lot of great examples. Easy to read and understand for the inexperienced and a lot of insight for those who have been doing this for a while.Published on July 19, 2013 by Jesse Friedman