Marketing In The Age Of Google: Your Online Strategy Is Your Business Strategy(ISBN=9780470537190) fb2 免费 lrf 下载 kindle azw3 pdf 阿里云

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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