- Paperback: 272 pages
- Publisher: Wiley; 1 edition (May 1, 2012)
- Language: English
- ISBN-10: 9781118231937
- ISBN-13: 978-1118231937
- ASIN: 1118231937
- Product Dimensions: 6 x 0.8 x 9 inches
- Shipping Weight: 11.2 ounces (View shipping rates and policies)
- Average Customer Review: 46 customer reviews
- Amazon Best Sellers Rank: #1,079,982 in Books (See Top 100 in Books)
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Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business Strategy Paperback – April 9, 2012
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From the Back Cover
PRAISE FOR Marketing in the Age of Google
"Former Googler Vanessa Fox has been educating people about theworld of Google and search marketing for years. She thoughtfullyguides marketers past jargon and technical distractionsto focus onthe best ways to reach customers in today's 'searching'culture."
—Danny Sullivan, Editor in Chief, Search EngineLand
"Vanessa Fox grabs your hand, shows you the way into the bigblack box of search marketing, and flips the lights on. You'll walkaway from this book not only getting it when it comes to usingsearch to build your business, but knowing how to do it."
—Tamara Adlin, author of The Essential PersonaLifecycle
"This may be the first book that manages to identify anddeconstruct the new search-engine-centricbusiness world in which welive. Highly recommended."
—John C. Dvorak, columnist, MarketWatch andPC Magazine
"Finally! A nontechnical book about smarter search enginemarketing. This is the search marketing bible for people looking togrow their business."
—Lee Odden, CEO, TopRank Online Marketing
"Vanessa Fox has a fantastic perspective into the searchmarketplace. Her experience at Google and within the industry,combined with her ability to share those insights in nontechnicalmorsels, make this book a must-read for anyone in business."
—Richard Zwicky, founder and President, Enquisite
Your search strategy can influence how consumers interact withyour business. But, more importantly, how audiences use searchengines provides critical data about customer behavior, needs, andmotivations. This nontechnical book explains everything you need toknow about search rankings, search data, and creating a searchstrategy that's deeply integrated into your business. This revisedand updated edition includes the latest tools and changes to thesearch landscape. It now covers Google+ as well as Google's Pandaalgorithm, which has substantially changed how Google evaluatescontent quality.
About the Author
VANESSA FOX is a leading speaker and consultant on search engine strategy. She was previously Google's search engine spokesperson responsible for explaining Google's search algorithm to millions of website owners. She has appeared in the Wall Street Journal, USA TODAY, The Times (of London), Forbes, and on CNN. She's a contributing editor for SearchEngineLand.com and founder and CEO of Nine By Blue, which provides reporting tools and training for search best practices.
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At that point I thought okay no more PPC but Fox continues exploring this concept, highlighting the pros and cons and delves into each in some detail. I have a reasonable understanding of internet marketing but was pleasantly surprised with just how Fox covers.
Sometimes you read a book and think boring... how many different ways can someone say the same thing. This is not that book!!! Fox uses many graphs and pictures which add to understanding the discussions (I suppose that saying a picture tells a thousand words is true!).
Perhaps the most powerful aspect of this book (for me) isn't just the strategies (i.e. use internet marketing, its the way of the future etc as anyone can say that), it is Fox simple yet effective way of providing steps with how to implement the strategies in your own business and/or marketing role. I finished this book believing I too can be successful online. That's a good thing!
The author also discusses many tools which can be used in your online strategy including, Google Trends, Adwords and others and provides clear examples of how these can be integrated into strategies. If you're thing 'yeah I've read all this before bla bla bla' then think again. Fox's discussion about Google Trends, Keywords and the techniques anyone can use to gather competitive intelligence, increase their SEO and drives sales truly was impressive.
If you want to know more about search engine marketing this is a great addition to anyone's library.
As the title of this review suggests, all university students who major in marketing or business should read this book. It should also be a cornerstone tool for identifying your audience in social, and also directing your content strategy.
This book isn't about search, it's about the new era of market research.
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."