Product Description
Search has changed everything. Search has become woven into our everyday lives, and permeates offline as well as online activities.Every business should have a search strategy. How a business appears online can impact consumer influence as much as if not more than offline advertising like TV commercials. A business’s search strategy can have a dramatic impact on how consumers interact with that business.But even more importantly, search engine activity provid… More >>
Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
Tags: Business, business strategy, consumers, dramatic impact, everyday lives, Google, Marketing, Online, search engine activity, search strategy, Strategy, tv commercials
#1 by Richard Zwicky on May 10, 2010 - 7:16 pm
This book is a pleasure to read.
One of the most daunting challenges people in the search marketing industry have is to simply explain what their work involves to people from other walks of life. When asked what they are working on, organic search marketers respond in simple industry terms like canonicalization, redirects, meta data, and the like. Simple to them, but unintelligible to anyone else.
This book is written for business people who use, or would like to use, search marketing to promote their businesses. It’s for people who wish they understood how organic search really works, how Google drives traffic, and how online marketing fits into all aspects of their business.
I’ve been sending copies of this book to many non-technical business executives.
While it’s an easy read, it’s chock full of important information and perspective. I’ve been telling friends of mine in the search marketing industry to read one, and buy one extra to give to a business person they respect.
Rating: 5 / 5
#2 by Chris Baggott on May 10, 2010 - 8:23 pm
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.”
Rating: 5 / 5
#3 by Brian Ussery on May 10, 2010 - 10:59 pm
An invaluable resource for anyone wishing to understand or communicate the complexities of high-end search marketing. Vanessa Fox raises the bar to an entirely new level in “Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy.” This is far from just another book about Google, it’s really the first non-technical SEM reference for C-Suite executives.
Rating: 5 / 5
#4 by Maile Ohye on May 11, 2010 - 12:14 am
This book appears more targeted for a higher-level, strategic audience (e.g., CEOs, Marketing VPs, Product Managers). What’s great is that all of the technical details are still spot-on. Fox covers the latest on personalization and universal results, as well as going beyond SEO into, as the author terms, a “search acquisition strategy” that focuses on not only rankings but maximizing customer satisfaction and strong site architecture. A+ advice in my world.
Rating: 5 / 5