Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
Rights Contact Login For More Details
- Wiley
More About This Title Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
English
Vanessa Fox is a leading speaker and consultant on search engine strategy. She was previously Google's search engine spokesperson responsible for communicating how Google's search algorithm works to millions of Web site owners. She has appeared in numerous publications, including the Wall Street Journal, USA Today, the Times London, Forbes, and CNN.
English
Foreword DANNY SULLIVAN xi
Preface xiii
1 How Search Has Changed Your Business 1
2 How to Use Search Data to Improve Your Business and Product Strategy 27
3 How We Search 63
4 Building Searcher Personas: Opening the Door to the Crowd of Customers You've Been Keeping Out 83
5 How Search Engines Work 111
6 Implementing an Effective Search Strategy 137
7 Working with Developers: How to Turn Business Strategy into Tech Speak 155
8 How to Cut through the Data and Get the Actionable Metrics You Need 171
9 Social Media and Search 185
10 What's Next?: Beyond Google and 10 Blue Links 207
Notes 219
References 231
Index 233
