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Vanessa Fox

Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business Strategy Paperback – May 1, 2012

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Search has changed everything. Has your business harnessed its full potential?

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. In this non-technical book for executives, business owners, and marketers, 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 search rankings, search data, comprehensive search strategies, and integrating your strategy into the businesses processes.

Updated statistics, tools, and recommendations
Details about the latest changes from Google, Bing, and the overall search landscape
Explanation and recommendations related to Google's substantial new search algorithm, know as "Panda"
Discussion of the changing landscape of the integration of search and social media, including the addition of Google+ to the mix

Traditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves. Marketing in the Age of Google shows you how.

Print length

272 pages
Language

English
Publisher

Wiley
Publication date

May 1, 2012
Dimensions

6 x 0.76 x 9 inches
ISBN-10

1118231937
ISBN-13

978-1118231937
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Editorial Reviews

From the Inside Flap

PRAISE FOR Marketing in the Age of Google

"Former Googler Vanessa Fox has been educating people about the world of Google and search marketing for years. She thoughtfully guides marketers past jargon and technical distractionsto focus on the best ways to reach customers in today's 'searching' culture."
—Danny Sullivan, Editor in Chief, Search Engine Land

"Vanessa Fox grabs your hand, shows you the way into the big black box of search marketing, and flips the lights on. You'll walk away from this book not only getting it when it comes to using search to build your business, but knowing how to do it."
—Tamara Adlin, author of The Essential Persona Lifecycle

"This may be the first book that manages to identify and deconstruct the new search-engine-centricbusiness world in which we live. Highly recommended."
—John C. Dvorak, columnist, MarketWatch and PC Magazine

"Finally! A nontechnical book about smarter search engine marketing. This is the search marketing bible for people looking to grow their business."
—Lee Odden, CEO, TopRank Online Marketing

"Vanessa Fox has a fantastic perspective into the search marketplace. Her experience at Google and within the industry, combined with her ability to share those insights in nontechnical morsels, make this book a must-read for anyone in business."
—Richard Zwicky, founder and President, Enquisite

Your search strategy can influence how consumers interact with your business. But, more importantly, how audiences use search engines provides critical data about customer behavior, needs, and motivations. This nontechnical book explains everything you need to know about search rankings, search data, and creating a search strategy that's deeply integrated into your business. This revised and updated edition includes the latest tools and changes to the search landscape. It now covers Google+ as well as Google's Panda algorithm, which has substantially changed how Google evaluates content quality.

From the Back Cover

PRAISE FOR Marketing in the Age of Google

"Former Googler Vanessa Fox has been educating people about the world of Google and search marketing for years. She thoughtfully guides marketers past jargon and technical distractionsto focus on the best ways to reach customers in today's 'searching' culture."
―Danny Sullivan, Editor in Chief, Search Engine Land

"Vanessa Fox grabs your hand, shows you the way into the big black box of search marketing, and flips the lights on. You'll walk away from this book not only getting it when it comes to using search to build your business, but knowing how to do it."
―Tamara Adlin, author of The Essential Persona Lifecycle

"This may be the first book that manages to identify and deconstruct the new search-engine-centricbusiness world in which we live. Highly recommended."
―John C. Dvorak, columnist, MarketWatch and PC Magazine

"Finally! A nontechnical book about smarter search engine marketing. This is the search marketing bible for people looking to grow their business."
―Lee Odden, CEO, TopRank Online Marketing

"Vanessa Fox has a fantastic perspective into the search marketplace. Her experience at Google and within the industry, combined with her ability to share those insights in nontechnical morsels, make this book a must-read for anyone in business."
―Richard Zwicky, founder and President, Enquisite

Your search strategy can influence how consumers interact with your business. But, more importantly, how audiences use search engines provides critical data about customer behavior, needs, and motivations. This nontechnical book explains everything you need to know about search rankings, search data, and creating a search strategy that's deeply integrated into your business. This revised and updated edition includes the latest tools and changes to the search landscape. It now covers Google+ as well as Google's Panda algorithm, which has substantially changed how Google evaluates content quality.

Product details

Publisher ‏ : ‎ Wiley; 1st edition (May 1, 2012)
Language ‏ : ‎ English
Paperback ‏ : ‎ 272 pages
ISBN-10 ‏ : ‎ 1118231937
ISBN-13 ‏ : ‎ 978-1118231937
Item Weight ‏ : ‎ 11.4 ounces
Dimensions ‏ : ‎ 6 x 0.76 x 9 inches

Best Sellers Rank: #1,974,047 in Books (See Top 100 in Books)
- #656 in Retailing Industry (Books)
- #2,264 in Web Marketing (Books)
- #3,659 in E-commerce Professional (Books)

Customer Reviews:
4.2 60 ratings

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Vanessa Fox

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Vanessa Fox, called a "cyberspace visionary" by Seattle Business Monthly, is an expert in understanding customer acquisition from organic search. She shares her perspective on how this impacts marketing and user experience at ninebyblue.com and provides authoritative search-friendly design patterns for developers at janeandrobot.com. She's also an entrepreneur-in-residence with Ignition Partners, Contributing Editor at SearchEngineLand.com, and host of the weekly podcast Office Hours, available for download on iTunes. She previously created Google's Webmaster Central, which provides both tools and community to help website owners improve their sites to gain more customers from search and was instrumental in the sitemaps.org alliance of Google, Yahoo!, and Microsoft Live Search. She was recently named one of Seattle's 2008 top 25 innovators and entrepreneurs.

Customer reviews

4.2 out of 5

60 global ratings

5 star		63%
4 star		16%
3 star		9%
2 star		4%
1 star		7%

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Seth Price

If you run a business you need to read this book

Reviewed in the United States 🇺🇸 on June 18, 2012

Verified Purchase

Unless you live under a rock you are aware of the impact of search, content and online marketing. What you might not know is how deeply search is affecting the behaviors of your customers. This book is exceptionally well written, by someone who loves the subject and knows how to articulate her insight into plain english. I have to confess that I am a sales and marketer professional who thinks of all of my companies ([...]) activities through its relationship to customers and search. I am always reminded of how much I don't know, especially when I read a book like this. Vanessa does a great job of telling the story of search, detailing many of the tactics and the the logic behind those tactics. If you are a one man band (solo entrepreneur) looking for a simple ABC step to SEO, this book is a bit detailed for those without bandwidth to execute beyond a cursory level. Read this book if you want a deeper understanding of the subject and want to relate that understanding to real world case examples. A must read for any business, marketer and SEO.

One person found this helpful

Helpful

Tim Martin

Want to learn some quick, new SEO tricks? If yes, then this book is NOT for you!

Reviewed in the United States 🇺🇸 on May 30, 2010

Verified Purchase

It amazes me: businesses big and small are allocating increasing amounts of coin to an assortment of internet related initiatives without having their heads around the basics of search engine dynamics (and I'm not talking about cheap and fast SEO 'trickery'). What Vanessa Fox has so effectively achieved with this book is to provide anyone interested - and anyone running an organisation should be - with a systematic framework to incorporate search into their tactical and strategic decision making fabric. Knowing thy customer has long been a business imperative - and so why would anyone pass up on a free peek into Google's treasure trove of historical and live search data? And why would anybody not want to know how to rank well on a wide and deep range of directly related search queries, land qualified traffic onto their online properties, to then drive these leads through to ready and waiting calls to action? Beats me. This hints at a more fundamental problem - people don't know what they don't know. This book - more a guide really - is a business gem. Read it and then you'll know.

16 people found this helpful

Helpful

A. Weber

Good Overview of Search Strategy; Unique Perspectives from an Industry Expert

Reviewed in the United States 🇺🇸 on December 27, 2010

Verified Purchase

Great overview of search engine fundamentals and how to best approach in order to maximize value for your business. Even better that it is told from the perspective of an industry expert, Vanessa Fox. Also, as others mentioned, the profile of the author provides a unique opportunity to gain insights into the mechanics and potential of the industry's most powerful search engine, Google (e.g. 'searchers click on a brand 92% of the time when a brand appears in both paid and organic results').

Overall, this book is a good, quick read for anyone wanting a working knowledge of search engine marketing, SEO, and other principles necessary to create an effective, overall marketing strategy. Dives into the details when necessary, but leverages real-world case examples and author's experience throughout to make this a very engaging and helpful resource.

One person found this helpful

Helpful

Chris

Great tool to help your organization understand the opportunity of SEO

Reviewed in the United States 🇺🇸 on May 10, 2010

Verified Purchase

So much of marketing is focused on the company broadcasting out in the hope of bumping into a potential customer. Meanwhile there are 18 billion individual 'Broadcasts' each month from people who want your help.

Ms. Fox also talks about how online search drives offline purchases and I really learned a lot from the section that discussed using search data as marketing research. She says:

"Search data is the greatest form of market research there is. If the marketers job is to discern wants & needs and then fulfill them...then studying behavior is way more valuable than studying what people think is the right answer when they take a survey."

We also love that the core message here supports exactly what we help with here @ Compendium. Check out this line from the book:

"For most searches, the home page is not the entry point. Any page can be the entry page. We have to rethink our approach to site design and user interaction based on the new world."

7 people found this helpful

Helpful

jandy

Practical Information for Anyone interested in SEO

Reviewed in the United States 🇺🇸 on May 24, 2011

Verified Purchase

Marketing in the Age of Google offers a wealth of insider information that is useful and accessible to anyone with an interest in search engine optimization, even if he/she has a limited knowledge base. It would be particularly useful for individuals with small businesses who may feel overwhelmed but the online / Google - centric marketplace. Vanessa Fox has an insiders knowledge of this world, and lays it out in simple and actionable terms. One might expect a book on a topic like this to be filled with confusing technical jargon and complicated online business practices, but that is not the case. Fox never speaks down to her audience, while at the same time providing technical information in a way that breaks it down and makes it easily understandable to the average businessperson. This is not about selling ads or simply increasing your search hits - it is about using existing tools to optimize your customer reach. A must-read for business owners!

Helpful

Bhargav Patel

Must read for all business owners

Reviewed in the United States 🇺🇸 on September 25, 2020

Verified Purchase

Marketing in the age of Google is one of the best books I have read on SEO and online business strategy. It played a big role in the success of my online business and is an essential skill if you want to succeed in today's day and age. The book is very well written and avoids unnecessary fluff providing you what you need to succeed today

Helpful

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S. Booth

Good read

Reviewed in the United Kingdom 🇬🇧 on May 8, 2013

Verified Purchase

Points out a lot of marketing techniques which seem pretty obvious when they are pointed out to you. Anticipate it will help my website visibility if i use only half the techniques.

Argoserv

Utilissimo e chiarissimo

Reviewed in Italy 🇮🇹 on March 29, 2013

Verified Purchase

Un libro imprescindibile per tutti quelli che vogliono fare della SEO la loro arma più importante per affrontare il mercato online dal 2013 in avanti! Super consigliato

Translate review to English

Amazon Customer

Five Stars

Reviewed in India 🇮🇳 on January 17, 2017

Verified Purchase

Excellent book to know the real changed marketing world

Christine

Sehr interessantes und zu empfehlendes Buch

Reviewed in Germany 🇩🇪 on April 13, 2014

Verified Purchase

Das Buch ist sehr interessant und sehr verständlich beschrieben. Vanessa Fox gibt einige sehr interessante Hinweise zur Online Search Strategie. Das Buch ist für "Non Native Speaker" sehr gut zu verstehen und eine absolute Kaufempfehlung.

Translate review to English

Andreas

Buch wurde schnell geliefert. sehr gut

Reviewed in Germany 🇩🇪 on May 15, 2013

Verified Purchase

das buch entspricht meinen erwartungen
ein wirklich gutes online marketing buch
Google Adwords und die bedeuteung von SEO wird im Kontext erklärt

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