Key Features EXPOSES WIDELY HELD MYTHS ABOUT SEARCH ENGINE RANKINGS: Large brands DO NOT have an advantage due to their established presence or larger ad spending. Internet retailer Zappos ranks far higher than shoe giant Nike in search engine rankings, and total search hits. It's NOT DIFFICULT to collect key data on what your potential customers are searching for. Important data are easily accessible from Google Trends, Google Insights, and other sites. Search rankings are NOT irrelevant to your brand--poor search results hurt your brand ORGANIC (UNPAID) SEARCH IS NOW ONE of THE MOST POWERFUL TOOLS for ANY MARKETER OR BUSINESSPERSON: Organic search is the primary way most people navigate the web. Organic search rankings are free, and don't dry up when you stop spending Search allows you to target members of your ideal audience who demonstrate purchasing intent About the Book: Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy 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, Goggle 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. 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 Tec
