Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business Strategy

Sold by John Wiley & Sons
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Search has changed everything. Has your business harnessed itsfull potential?

A business's search strategy can have a dramatic impact on howconsumers interact with that business. But even more importantly,search engine activity provides amazingly useful data aboutcustomer behavior, needs, and motivations. In this non-technicalbook for executives, business owners, and marketers, search enginestrategy guru Vanessa Fox—who created Google's portal forsite owners, Google Webmaster Central—explains what everymarketer or business owner needs to understand about searchrankings, search data, comprehensive search strategies, andintegrating your strategy into the businesses processes.

  • Updated statistics, tools, and recommendations
  • Details about the latest changes from Google, Bing, and theoverall search landscape
  • Explanation and recommendations related to Google's substantialnew search algorithm, know as "Panda"
  • Discussion of the changing landscape of the integration ofsearch and social media, including the addition of Google+ to themix

Traditional marketing isn't enough anymore. Businesses need toevolve as customer behavior evolves. Marketing in the Age ofGoogle shows you how.

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About the author

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.

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Additional Information

Publisher
John Wiley & Sons
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Published on
Mar 20, 2012
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Pages
272
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ISBN
9781118343005
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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"You'll not only break the ice, you'll melt it away with your new skills." -- Larry King

"The lost art of verbal communication may be revitalized by Leil Lowndes." -- Harvey McKay, author of “How to Swim with the Sharks Without Being Eaten Alive”

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What it boils down to is a more skillful way of dealing with people.

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Ditch the failed sales tactics, fill your pipeline, and crush your number

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In his internationally acclaimed book, Smart Thinking, which examines the gap between innate intelligence and acquired mental skills, Art Markman presented a three-part formula to show readers how to develop “smart habits”, how to acquire high quality knowledge, and how to use that knowledge when it’s needed.

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Great leaders have key traits that influence their success. People who are Extroverts can serve as effective advocates for ideas. Those who are low in Agreeableness are willing to tell people things that they do not want to hear, and so facilitate open and honest lines of communication. People high in Conscientiousness get things done. They ensure that a project once started is completed.. Those who are high in Openness and are able to acquire and use knowledge through reasoning, intuition, or perception tend to be good change-makers. Their breadth of knowledge allows them to communicate ideas from a wide variety of sources to innovate and solve problems. And leaders possessed of emotional stability have the clear-mindedness and confidence to navigate through any storm.

Individuals who demonstrate these traits and who have developed habits that serve them well, are extraordinary. Yet the potential for greatness is within everyone. Habits of Leadership will show anyone how to develop and use these exceptional gifts.
New York Times bestseller

What makes things popular?

If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
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