Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
- ISBN13: 9780470537190
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
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 d
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(out of 9 reviews)
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Search Engine Optimization All-in-One For Dummies
- ISBN13: 9780470379738
- Condition: USED – VERY GOOD
- Notes:
If you have a business, you want your Web site to show up quickly when people search for what you’re selling. Search Engine Optimization All-in-One For Dummies has the whole story on how to build a site that works, position and promote it, track and understand your search results, and use keywords effectively. And it includes a credit on Google AdWords, to get you off to a good start! Ten handy minibooks cover how search engines work, keyword strategy, competitive positioning, SEO W
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(out of 11 reviews)
List Price: $ 39.99
Price: $ 21.16
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Review by Chris Baggott for Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
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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.”
June 28th, 2010 at 5:25 am
Review by Loyd E. Eskildson for Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
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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.
June 28th, 2010 at 5:52 am
Review by Tim Martin for Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
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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.
June 28th, 2010 at 5:59 am
Review by Marshall for Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
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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.
June 28th, 2010 at 6:54 am
Review by Maile Ohye for Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
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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.
June 28th, 2010 at 7:14 am
Review by R. N. Donovan for Search Engine Optimization All-in-One For Dummies
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Excellent. Includes lots of solid information I haven’t found elsewhere. I plan to spend lots of time implementing his suggestions on my very large (1000+ page) web site.
The author wrote this book in part to promote his subscription-based SEO tools. That’s OK, but the reader needs to take into account that the author has an agenda other than writing a helpful book.
June 28th, 2010 at 7:31 am
Review by Kevin P. Buccinna for Search Engine Optimization All-in-One For Dummies
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I am a newbie to Search Engine Optimzation and Search Engine Marketing. When I first eyed this book and saw that it contained nearly 750 pages I thought this would be just another “tech book” that I would start to read and then abandon to my pile of other unfinished readings. This book is really an easy read and the authors make it such. Not only are you learnng SEO but also SEM for business. This is the first instructional book that I actually looked forward to the next chapter. I must admit that there is a lot of information to absorb but because, “you do have to sweat the small stuff”, all info is pertinent.
What I particularly liked about the book is when a term is defined early on, say on page 25, and it is later mentioned on page 320 that term is again defined. It saves me the task of going back to find what that term meant. You learn much easier through repetition. Some of the content was a little over my head but I attribute that to being a rookie in SEO. As I learn more and apply what the authors teach I know I will have the inside track over my competition.
June 28th, 2010 at 7:57 am
Review by Jason L. Mcdonald for Search Engine Optimization All-in-One For Dummies
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Bruce Clay is one of the gurus of Search Engine Optimization, so I was very eager to read this SEO book. I teach SEO in San Francisco and also online at [...], and am always looking to the SEO leaders like Bruce Clay to learn.
The good – the book does have a lot of useful information. It is especially strong on the technical aspects of SEO, such as how fast your server responds to Google queries. This is a relatively new emphasis in SEO and one that many beginners are not yet aware of. His concept of siloing – putting like items into like directories is also a very good way to conceptualize how you should organize your website.
But, like so many SEO books, the book suffers from esoterica fatigue. Too much information, too many details, and not enough clear “big picture” guidelines into what should be done when. As I have learned from my own SEO students, they often need a simple step-by-step guide to SEO, and need to prioritize their efforts. Yes, your server response speed is important, but getting your home page TITLE tag correct is even more so.
I would recommend this book for experts and advanced SEO people. For beginners, Peter Kent’s SEO book is a better bet.
June 28th, 2010 at 8:08 am
Review by Sparkle for Search Engine Optimization All-in-One For Dummies
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I am new to SEO. I am studying up for my career as well as for our family business. As a beginner, I am pleased to say I felt like it was written in a way that was easy to grasp, which I did not expect. I read most of it with my computer right next to me so I could check out our own website and those of our competitors. It’s almost like a checklist with more meat to make sure you do the most you can to be near the top of the list when someone searches for your offering. It is a big, thick book with a lot of information. I should have read up on SEO sooner.
I would recommend this for any business owner currently with or considering a web presence. (I know I would have done things differently had I read this book before getting our site designed.) Also, marketing, sales or customer services execs. may find this handy as they look to increase sales / revenue and/or the ability for their customers to find their product or service easily on the web.
June 28th, 2010 at 8:19 am
Review by Stephanie for Search Engine Optimization All-in-One For Dummies
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From beginner to pro, this book is appropriate. It is an outstanding desktop book for anyone responsible for creating a website or a product that runs on the web. We are all lucky that an industry pioneer like Bruce Clay has condensed his knowledge into something anyone can buy for less than $30!
June 28th, 2010 at 9:04 am