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

Preț: 108,00 lei
Disponibilitate: la comandă
ISBN: 9780470537190
Editura:
Anul publicării: 2010
Pagini: 256

DESCRIERE

"Former Googler Vanessa Fox has a unique understanding of search marketing from both sides of the table, and has been educating people about the world of Google and search marketing through speaking and writing for years. She thoughtfully guides marketers past jargon and distractions to focus on the best ways to reach customers in today's 'searching' culture."
—DANNY SULLIVAN, Editor in Chief, Search Engine Land
This may be the first book that manages to identify and deconstruct the new search engine–centric world in which we live. With insights and tips for anyone doing business in the connected world, it's perhaps the first must-read-to-survive business book of the twenty-first century. Highly recommended."
—John C. Dvorak, columnist, Dow Jones Marketwatch, PC Magazine

Vanessa Fox has a fantastic perspective into the search marketplace. Her experience at Google and within the industry, combined with her ability to share those insights in non-technical morsels, make this book a must-read for anyone in business."
—RICHARD ZWICKY, founder and President, Enquisite

Vanessa Fox grabs your hand, shows you the way into the big, black box of search marketing, and flips the lights on. You'll walk away from this book not only getting it when it comes to using search to build your business, but knowing how to do it."
—TAMARA ADLIN, author of The Essential Persona Lifecycle

Finally! A non-technical book about smarter search engine marketing. This is the search marketing bible for senior executives looking to grow their business."
—Lee Odden, CEO, TopRank Online Marketing


Chapter 1: How Search Has Changed Your Business.
Chapter 2: How To Use Search Data to Improve Your Business and Product Strategy.

Chapter 3: How We Search.

Chapter 4: Building Searcher Personas: Opening The Door To the Crowd of Customers You've Been Keeping Out.

Chapter 5: How Search Engines Work.

Chapter 6: Implementing An Effective Search Strategy.

Chapter 7: Working with developers: How to Turn Business Strategy into Tech Speak.

Chapter 8: How to Cut Through the Data And Get The Actionable Metrics You Need.

Chapter 9: Social Media and Search.

Chapter 10: Wha's Next: Beyond Google.


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.

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