Marketing in the Age of Google: Your Online Strategy is Your Business Strategy

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!

Download File Size:5.43 MB

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