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Search and Social: The Definitive Guide to Real-Time Content Marketing Paperback – November 6, 2012
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"Finally a social media book gets it right. When planning for success in search and social, the content marketing strategy comes first. Please, take this book and give it to your lead digital strategist and CMO."
Joe Pulizzi, Founder, Content Marketing Institute
"This is like a step-by-step manual on how we built a software company with 100,000+ customers out of a blog, with no outside investment and zero advertising. This is the real deal for any company looking to succeed with social media and search engines."
Brian Clark, Founder and CEO, Copyblogger Media
"Rob Garner's book is by far the most comprehensive, timely, and well-written how- to guides on how to leverage your social influence to rank higher in search engines and on social Web sites. I literally couldn't stop reading--it was that enjoyable. If you have an account on Facebook or Twitter and own a business...buy this book and learn specific, actionable strategies to make more money from search and social."
Kristopher B. Jones, Chairman of Internet Marketing Ninjas and best- selling author of Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing
" Rob Garner is a search marketing stalwart and long time industry commentator. His new book provides revealing insights into real-time marketing and how practitioners can take advantage of tools and techniques to maximize ROI. These days you can't say 'search' without saying 'social.' So read the book that explains it all and glues the two together."
Mike Grehan, Publisher: ClickZ, Search Engine Watch and producer SES Conference & Expo
"Search. Social. Content. Community. There are compelling books on every 'modern' marketing discipline; but few, if any, authors pull together so many functions into one cohesive whole as succinctly as Garner does. He makes the future accessible."
Joe Chernov, Content Marketing World's 2012 Content Marketer of the Year
"As an author myself, I realize the effort and pain that goes into writing a book. And the approach Rob has taken is excellent. This book covers all of the key elements of search and social with explanations, examples, common issues, bulleted lists and more. It questions and explains the common concerns of anyone trying to succeed in this rapidly changing space. My best comment is that I will buy copies for my staff."
Bruce Clay, President, Bruce Clay Inc., author of Search Engine Optimization All in One for Dummies
From the Author
Thanks for checking out this page for the book. In the first two chapters, I make the intellectual case for both real-time content marketing, and search and social as an independent discipline. Overall, there is something here for every Internet marketer, and I believe I have successfully merged some difficult theoretical concepts directly into day-to-day strategy, planning, and logistics of digital marketing. Many books focus on just the 30,000 foot view, and others are deep in the weeds. This book does a little bit of both, and that's a good thing. Not only will you understand the big picture, but you will also be able to put it into practice.
At over 400 pages, this is not a book you just sit down and read from cover-to-cover, though you are welcome to do so. It is a book that you will be reaching for over and over again as you get a handle on the combined search and social elements of a variety of tactics and strategies.
Use it to find a quick answer, develop a deep strategy, or to help your own clients and people you work with to develop a common language and understanding around modern Internet marketing strategies and tactics.
I hope the book serves you well!
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Top Customer Reviews
As an example, even before Google came out with their new Hummingbird algorithm that elevates conversation velocity in the rankings indexes, Garner wrote about its impact in Search & Social:
“…there is a new and emerging area where relevance, authority, and velocity can be determined by analyzing all as one signal.
“Social relevance takes both search and social signals into account, as well as other key aspects of real-time marketing, to provide a more relevant result. Social relevancy incorporates some of the traditional methods of search algorithms and applies them to the faster-moving world of real-time marketing and social media. It looks at the velocity and speed of shared digital assets, status updates, and keyword search velocity in order to determine what is going on with the real Internet at the speed of ‘now.’
“Google refers to this analysis as query deserves freshness (QDF). When a particular keyword or link is tracked, it can be promoted quickly to the front page of the results, based on accrued social and SEO factors of trust and authority…”
I know my company will benefit from Garner’s insights, and we’ll want to hear his thinking advance as we all work together to craft a higher coefficient of ‘trust and authority’ in this new media.
After developing the conceptual basis for understanding how search and social interact, Rob then outlines practical strategies you can undertake. I'm still working through this part, but my efforts so far at executing on his principles seems to be paying off. I'd buy the book for the conceptual overview alone. It will make all you're reading on the net about the convergence of search and social marketing all that much clearer.
- That "social velocity" - ie the amount of attention a web page is getting in social media from "Likes", +1s or tweets - is an increasingly important determinant of visibility in search engines results pages.
- And therefore as long as visibility in search engines is important to you (true at present for basically all organizations) then it's important to have a "real-time" marketing content strategy which can maintain your social velocity.
I am a marketer and was pretty familiar with real-time marketing as an idea. But I'd thought of it as a bit of a fad as I had not stopped to consider the search benefits of social, real-time marketing. It's great to have this theoretical basis in place.
Beyond these key insights it was a bit too textbook-y for my tastes. It's a very comprehensive tome and I will definitely refer to it in the future. For me it would work as a theoretical reference to look through at the same time as trying to execute one of the tactics. Just reading the theory divorced from actually doing works less well for me. But if that's how you learn then you'll come out the either side with a whole load of smart tactics under your belt.
And as one of the other reviewers said, it's worth getting for the conceptual chapters at the start in their own right.