Marketing in the Age of Google

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. In the age of Google, your customers are searching.
Will they find you?
In today's searching world, customers turn to online search engines first. Yet many companies simply don't realize acquiring customers from search engines should be a core business strategy. Instead, they usually focus on narrow goals, such as boosting page rankings. These oversights leave a huge channel for engaging with potential customers largely untapped. Businesses that use data about how people search to inform their product strategy will reach customers before the competition. Businesses that understand the importance of non-ad-based search acquisition will make it central to their marketing mix, and can connect with high-quality customers for long-term growth and success.
Marketing in the Age of Google is a practical guide to harnessing the full power of online search for your business. Written by former Google employee Vanessa Fox, who created Google's official portal for explaining online search to businesses, this clear, non-technical book demystifies search marketing and explains proven methods you can implement at your business today.
Not another book on AdWords campaigns, Marketing in the Age of Google instead focuses on making your business stand out in the "organic" searches that attract 86 percent of user clicks. Fox shows you where companies get hung up with rankings, and lays out a comprehensive approach for achieving the search goal that matters most: connecting with the people who want to find you.
You'll also discover how to:
Integrate search strategy into all aspects of your business
Cut through the data and get the actionable metrics you need
Use data about what people are searching for as a valuable market research tool
Get your company found through social media
And more!
Whether you're a sole proprietor or you work for a major global brand, Marketing in the Age of Google will help you fully integrate search into your business and marketing activities--and give you a major advantage over competitors. "Former Googler Vanessa Fox has a unique understanding of search marketing from both sides of the table, and has been educating people about the world of Google and search marketing through speaking and writing for years. She thoughtfully guides marketers past jargon and distractions to focus on the best ways to reach customers in today's 'searching' culture."
--DANNY SULLIVAN, Editor in Chief, Search Engine Land
This may be the first book that manages to identify and deconstruct the new search engine-centric world in which we live. With insights and tips for anyone doing business in the connected world, it's perhaps the first must-read-to-survive business book of the twenty-first century. Highly recommended."
--JOHN C. DVORAK, columnist, Dow Jones Marketwatch, PC Magazine
"Vanessa Fox has a fantastic perspective into the search marketplace. Her experience at Google and within the industry, combined with her ability to share those insights in non-technical morsels, make this book a must-read for anyone in business."
--RICHARD ZWICKY, founder and President, Enquisite
"Vanessa Fox grabs your hand, shows you the way into the big, black box of search marketing, and flips the lights on. You'll walk away from this book not only getting it when it comes to using search to build your business, but knowing how to do it."
--TAMARA ADLIN, author of The Essential Persona Lifecycle
"Finally! A non-technical book about smarter search engine marketing. This is the search marketing bible for senior executives looking to grow their business."
--LEE ODDEN, CEO, TopRank Online Marketing