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

  • ISBN13: 9780470537190
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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 provides amazingly useful data about customer behavior, needs, and motivations. Accessing search data is like conducting focus groups with millions of people for free. Search isn't just for marketers and techies. It can provide valuable insight on business strategy and product strategy.

Companies of all sizes – from startups to global enterprise level corporations, and even businesses without web sites – can benefit from understanding how consumers are searching for them and talking about them online, both as a powerful acquisition channel and a vast repository of market research.

In this non-technical book forexecutives, business owners, marketers, and product managers, search engine strategy guru Vanessa Fox-who created Google's portal for site owners, Googgle Webmaster Central -explains what every marketer or business owner needs to understand about how search rankings work, how to use search to better understand your customers and attract new ones, how to develop a comprehensive search strategy for your business, and how to build execution of this strategy into the businesses processes. This isn't another book about paid search for advertisers. This book focuses on organic listings – the unpaid results that receive 86% of searcher clicks.

  • Written by search engine guru Vanessa Fox, formerly Google's search engine strategy spokesperson and creator of Google Webmaster Central
  • Explains from a businessperson's perspective how to develop a successful search engine strategy
  • Shows how to use the easily accessible data from search engines to increase qualified traffic, better understand customers, and strengthen customer relationships
  • Reveals how smaller companies can leverage search engine marketing to achieve parity with larger brands

With this book in hand, every businessperson will have the knowledge and the tools to maximize the potential of search engine marketing to build a brand, draw new prospects, and generate sales.

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

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5 Responses to “Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy”

  • Tim Martin says:

    It amazes me: businesses big and small are allocating increasing amounts of coin to an assortment of internet related initiatives without having their heads around the basics of search engine dynamics (and I’m not talking about cheap and fast SEO ‘trickery’). What Vanessa Fox has so effectively achieved with this book is to provide anyone interested – and anyone running an organisation should be – with a systematic framework to incorporate search into their tactical and strategic decision making fabric. Knowing thy customer has long been a business imperative – and so why would anyone pass up on a free peek into Google’s treasure trove of historical and live search data? And why would anybody not want to know how to rank well on a wide and deep range of directly related search queries, land qualified traffic onto their online properties, to then drive these leads through to ready and waiting calls to action? Beats me. This hints at a more fundamental problem – people don’t know what they don’t know. This book – more a guide really – is a business gem. Read it and then you’ll know.
    Rating: 5 / 5

  • A. Mann says:

    Although overall a book with a lot of tips, the author does not explain things as well as she could. For instant, she starts talking about Google Trends and doesn’t tell us where to find it online (I guess there’s Google for that ;). That said, there are a lot of good gems she shares. Here are some:

    -Searchers click on organic results 85% of the time

    -Companies connect with searches in two ways: Paid and Organic

    -Longer search queries = fewer paid results appearing to the searcher

    -Videos and images draw users away from the paid search column

    -50% of searchers will see the 7th search result

    -100% of searchers look at the first organic result; 50% look at the first paid result

    -Increased organic results = increased brand awareness

    -organic results last over time, whereas paid results stop the second you stop paying for them

    -Searchers click on a brand 92% of the time when a brand is in both paid and organic results

    -A search is on avg. three words long; nearly 25% are only one word

    -Women are more deliberate in reading search results

    -A #1 ranking is less important than people think. If you rank in the top 3 to 4 results and have a more compelling title and description, you may own the click

    -Searchers don’t even look at the entire title. They look at the left half of it

    -Remember that every page of your site is a potential entry for visitors

    -The days of normal search results that everyone sees the same are now over

    -YouTube is the second largest search engine

    -Results that contain both video and images, searches start with that first, then go above, and then below in their scan
    Rating: 3 / 5

  • Every once in a great while a new business book is published that just oozes with credibility and usefulness. Such is the case with Vanessa Fox’s “Marketing in the Age of Google.” Vanessa is a search engine optimization expert and former Google spokesperson. Her book takes off quickly, pointing out that 88% of online search dollars are spent on paid results, but 85% of searchers click on organic (non-paid) results. Slightly over half (56%) of Google searches return no paid ads. Although $9.1 billion was spent on online advertising in 2007, and it is projected to reach $20.9 billion in 2013, improving performance with organic search results is the focus of her book.

    Worldwide there are 131 billion searchers/month, 23 billion by Americans. About 12% of U.S. searches are focused on retail items, and 63% of search-related purchases occur offline. Essentially all searchers look at the first organic result, while only 50% look at the first paid result. Fox points out that searchers will tell you exactly what will compel them to buy your products – if only you will look for the answers. Information within Google Insights for Search and Google Trends can reveal the relative popularity of similar search terms, trends and seasonality in their popularity, where (geographically) most inquiries are coming from. Other sources for useful sights include Google Adwords (Fox suggests trying a few ads, if only for the information retrieved), Google Analytics (reports number of visits, time on site, number of pages visited, bounce rate), Compete.com (degree of competition associated with various search terms), and […] (what sites and search terms are driving visitors to your site). […] and others can help alert marketers to PR disasters in the making before they get too far.

    Must reading, and ownership for any marketer.

    Rating: 5 / 5

  • Marshall says:

    A great overview of how businesses can leverage search engine optimization, pay per click and social media tactics as their business and marketing strategy. The book details not just what search engines are looking for, but how you can leverage data and analytics to better promote your business with greater opportunities to be found in search engines or online communities via online marketing tactics. I consider this book as a must have for anyone just getting into marketing or needs to familiarize themselves with SEO and/or online marketing.
    Rating: 5 / 5

  • Chris says:

    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

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