| Description |
1 online resource (xiv, 242 pages) : illustrations |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
How search has changed your business -- How to use search data to improve your business and product strategy -- How we search -- Building searcher personas: opening the door to the crowd of customers you've been keeping out -- How search engines work -- Implementing an effective search strategy -- Working with developers: how to turn business strategy into tech speak -- How to cut through the data and get the actionable metrics you need -- Social media and search -- What's next: beyond Google. |
| Summary |
"In this non-technical book for executives, business owners, marketers, and product managers, search engine strategy guru Vanessa Fox-who created Google's portal for site owners, Google 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."--Resource description page. |
| Subject |
Internet marketing.
|
|
Internet searching.
|
|
Web search engines.
|
|
Marketing sur Internet. |
|
Recherche sur Internet. |
|
Moteurs de recherche sur Internet. |
|
Internet marketing |
|
Internet searching |
|
Web search engines |
| Other Form: |
Print version: Fox, Vanessa, 1972- Marketing in the age of Google. Hoboken, N.J. : John Wiley & Sons, ©2010 9780470537190 (DLC) 2009047256 (OCoLC)435422400 |
| ISBN |
9780470622599 (electronic bk.) |
|
0470622598 (electronic bk.) |
|
9781118342992 |
|
1118342992 |
|
1282687522 |
|
9781282687523 |
|
(cloth) |
|
(cloth) |
| Standard No. |
9786612687525 |
|
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