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

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3.91  ·  Rating Details ·  287 Ratings  ·  24 Reviews
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 consu ...more
Hardcover, 242 pages
Published May 3rd 2010 by John Wiley & Sons (first published April 15th 2010)
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Minah
Aug 27, 2011 Minah rated it it was amazing
Explains from a marketing perspective how to develop a successful search engine strategy. Increasing qualified traffic, better understanding customers, and engaging customer relationships from search engines. Evolving marketing strategies.
Todd N
Mar 01, 2010 Todd N rated it it was amazing
Recommends it for: SEOs, businesses with an on-line presence
Shelves: kindle
This is an excellent book and one that all on-line marketing gurus, experts, architects, and even charlatans are going to have to read if they truly want to understand what marketing on the Internet means.

Every minute of every day people are typing their needs, desires, and questions into search engines, creating what John Battelle famously called the "database of intentions." This database can be scary -- search Wikipedia for information about the AOL search data leak of 2006 -- and it can be u
...more
Chey
Dec 04, 2010 Chey rated it really liked it
I found the book to be very informative. For a none computer person (I’ve made websites but only very smalltime) I would have liked more descriptions on some of the technical considerations such as meta data and how it appears to the audience. That was really my only complaint about the book, the marketing ideas and suggestions were terrific. They were actually doable suggestions not just theory that would be difficult to apply. The screen shots were very helpful and the use of real life example ...more
E
Aug 23, 2010 E rated it really liked it
Intelligent guide to effective search engine optimization

The more visitors come to your website, the more links it will have, the more people will look for it and the more sales you will achieve. The search is the consumer’s door to your site and search engine optimization (SEO) is the key. Some self-proclaimed SEO “experts” recommend using “link farms,” “spammy keywords” and verbose “nonsense” websites. These charlatans represent the dark side of the legitimate search strategy consulting offere
...more
Chad
Dec 26, 2010 Chad rated it it was amazing
Recommends it for: all marketers, C-suite professionals, entrepreneurs, and just about anyone else.
I would recommend this book to all marketers, including C-suite professionals. I would also recommend this book to entrepreneurs and just about anyone else who has a product or service for sale. This book not only explains how search engines can have an effect on online sales, it also gives examples of how search engine optimization (SEO), when done properly, can increase offline sales. It is filled with useful information that people can use in their professional lives and in their everyday liv ...more
HoopoeGirl
Jun 20, 2016 HoopoeGirl rated it really liked it
An excellent introduction to search engine marketing and the tools behind it. In-depth coverage of how search engines work, search engine optimization best practices, searcher behaviors, and quantifying SEO success. For being four years out of publication, the majority of the topics covered are still relevant to today's marketplace. A few small points showed old 2012 thinking, but for a tech book to still be able to hold its own after even just one year, much less four, shows how well Fox unders ...more
Eric
Apr 25, 2011 Eric rated it liked it
I liked this book a great deal. The author reinforces my gut instinct that in today's age of transparency, a holistic approach based on nothing but honesty is the best policy. Of course her background as a member of the Googleplex may bias her with the "Don't be evil" mantra, but I sincerely believe that good guys can finish first in SEO, especially if they keep their eyes on the horizon and manage the entirety of a properties web presence.
Matt
Dec 05, 2011 Matt rated it really liked it
Shelves: research, marketing
This was a very informative look into how you can use Google to further your business with little to no cost to your company.

This is now a bit dated from when it was written, but the overall ideas are still there: know who is looking for your product, how they are looking for it and how you can use that to further your sales.

A must read for any marketer or small business owner.
Lydia
Aug 24, 2015 Lydia rated it really liked it
I didn't read this as any sort of expert, or someone who had even really touched marketing, so I may not have gotten as much out of this as someone reading for specific tips or content. That being said, Fox organizes the book in a really nice way, summarizing information when it is relevant, which made this an easy read.
Jason Bean
Dec 21, 2011 Jason Bean rated it it was amazing
Shelves: geek-books
Great book for a general overview how being in business today means you'll probably be doing business online. Even if you're 100% offline, people are online and looking for you. The question is will you be found?
Whitney
Jul 25, 2013 Whitney rated it it was amazing
Great introductory book to Search Engine Optimization. Doesn't get the reader bogged down in the nitty gritty details. I love the checklists at the end of each chapter that easily outlines what you need to do to to have the most effective strategy
Brian
Jun 28, 2012 Brian rated it it was ok
All very basic information that can be found online in a dozen places. This book does organize the information fairly well but does not dive deeper in any specific area. At times I wondered if it was even as thorough as a Wiki article on the subject...unfortunately, my answer was "no".
Ambili shyam
Mar 13, 2015 Ambili shyam rated it it was amazing
It's a good read, very informative. It is about how to think strategically about the search and how to get your business fits into a serach based culture. I would recommend this book to all the business owners who want to improve their site to bring organic traffic to their site.
Josh
Dec 11, 2011 Josh added it
I read about 3/4 of this book and found it helpful. It's very technical but also easy to understand. If you want to know how to incorporate an online search strategy into your overall business strategy then this is a good read.
Artur Palvanov
Jul 20, 2016 Artur Palvanov rated it liked it
Shelves: business, marketing
Good book for those who don't know anything about internet marketing. If you have been reading about online marketing for a year or two, this book has little to offer.
Johnsondean
May 28, 2013 Johnsondean rated it it was amazing
Online search behavior opens a window on collective consciousness. It can reveals what people want, need, are concerned about, geographic health trends, etc. This book is very insightful.
Swati Viradiya
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Aug 04, 2014
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Jun 12, 2010
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“But the truth is that the world has changed. And not participating in the conversation is a loud statement of its own to your customer base. You can’t control your branding message in any case because your customers are already talking about you online. The best you can do is to participate.” 3 likes
“Even those retailers who don’t sell products online or who have substantial offline sales are still impacted by search. Online advertising triggers $6 to be spent offline for every dollar spent online29 and the in-store sales boost from search is three times greater than online display advertising.” 0 likes
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