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Zusatztext 'The most straightforward guide to the power of search.' (Start Your Business! April 2012) Informationen zum Autor VANESSA FOX is a leading speaker and consultant on search engine strategy. She was previously Google's search engine spokesperson responsible for explaining Google's search algorithm to millions of website owners. She has appeared in the Wall Street Journal , USA TODAY , The Times (of London), Forbes , and on CNN. She's a contributing editor for SearchEngineLand.com and founder and CEO of Nine By Blue, which provides reporting tools and training for search best practices. Klappentext Search has changed everything. Has your business harnessed its full potential?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. In this non-technical book for executives, business owners, and marketers, 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 search rankings, search data, comprehensive search strategies, and integrating your strategy into the businesses processes.* Updated statistics, tools, and recommendations* Details about the latest changes from Google, Bing, and the overall search landscape* Explanation and recommendations related to Google's substantial new search algorithm, know as "Panda"* Discussion of the changing landscape of the integration of search and social media, including the addition of Google+ to the mixTraditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves. Marketing in the Age of Google shows you how. Zusammenfassung Search has changed everything. Has your business harnessed its full potential? 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. Inhaltsverzeichnis Foreword Danny Sullivan xv Preface xvii Chapter 1 How Search Has Changed Your Business 1 Chapter 2 How to Use Search Data to Improve Your Business and Product Strategy 25 Chapter 3 How We Search 67 Chapter 4 Building Searcher Personas: Opening the Door to the Crowd of Customers You've Been Keeping Out 89 Chapter 5 How Search Engines Work 111 Chapter 6 Implementing an Effective Search Strategy 139 Chapter 7 Working with Developers: How to Turn Business Strategy into Tech Speak 157 Chapter 8 How to Cut through the Data and Get the Actionable Metrics You Need 171 Chapter 9 Social Media and Search 185 Chapter 10 What's Next?: Beyond Google and 10 Blue Links 213 Notes 229 References 243 Index 245 ...
