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Marketing In The Age Of Google: Your Online Strategy Is Your Business Strategy(ISBN=9780470537190)书籍详细信息
- ISBN：9780470537190
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2010-05
- 页数：暂无页数
- 价格：177.00
- 纸张：胶版纸
- 装帧：精装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
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.
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