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

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6 Responses so far.

  1. A. Mann "gadget maven" says:
    35 of 40 people found the following review helpful
    3.0 out of 5 stars
    Good material despite some flaws, September 8, 2010
    By 
    A. Mann “gadget maven” (Dallas, TX United States) –
    (REAL NAME)
      

    Although overall a book with a lot of tips, the author does not explain things as well as she could. For instant, she starts talking about Google Trends and doesn’t tell us where to find it online (I guess there’s Google for that ;). That said, there are a lot of good gems she shares. Here are some:

    -Searchers click on organic results 85% of the time
    -Companies connect with searches in two ways: Paid and Organic
    -Longer search queries = fewer paid results appearing to the searcher
    -Videos and images draw users away from the paid search column
    -50% of searchers will see the 7th search result
    -100% of searchers look at the first organic result; 50% look at the first paid result
    -Increased organic results = increased brand awareness
    -organic results last over time, whereas paid results stop the second you stop paying for them
    -Searchers click on a brand 92% of the time when a brand is in both paid and organic results
    -A search is on avg. three words long; nearly 25% are only one word
    -Women are more deliberate in reading search results
    -A #1 ranking is less important than people think. If you rank in the top 3 to 4 results and have a more compelling title and description, you may own the click
    -Searchers don’t even look at the entire title. They look at the left half of it
    -Remember that every page of your site is a potential entry for visitors
    -The days of normal search results that everyone sees the same are now over
    -YouTube is the second largest search engine
    -Results that contain both video and images, searches start with that first, then go above, and then below in their scan

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  2. Loyd E. Eskildson "Pragmatist" says:
    14 of 14 people found the following review helpful
    5.0 out of 5 stars
    Excellent Material and Structure –, June 21, 2010
    By 
    Loyd E. Eskildson “Pragmatist” (Phoenix, AZ.) –
    (HALL OF FAME REVIEWER)
      
    (REAL NAME)
      

    Every once in a great while a new business book is published that just oozes with credibility and usefulness. Such is the case with Vanessa Fox’s “Marketing in the Age of Google.” Vanessa is a search engine optimization expert and former Google spokesperson. Her book takes off quickly, pointing out that 88% of online search dollars are spent on paid results, but 85% of searchers click on organic (non-paid) results. Slightly over half (56%) of Google searches return no paid ads. Although $9.1 billion was spent on online advertising in 2007, and it is projected to reach $20.9 billion in 2013, improving performance with organic search results is the focus of her book.

    Worldwide there are 131 billion searchers/month, 23 billion by Americans. About 12% of U.S. searches are focused on retail items, and 63% of search-related purchases occur offline. Essentially all searchers look at the first organic result, while only 50% look at the first paid result. Fox points out that searchers will tell you exactly what will compel them to buy your products – if only you will look for the answers. Information within Google Insights for Search and Google Trends can reveal the relative popularity of similar search terms, trends and seasonality in their popularity, where (geographically) most inquiries are coming from. Other sources for useful sights include Google Adwords (Fox suggests trying a few ads, if only for the information retrieved), Google Analytics (reports number of visits, time on site, number of pages visited, bounce rate), Compete.com (degree of competition associated with various search terms), and […] (what sites and search terms are driving visitors to your site). […] and others can help alert marketers to PR disasters in the making before they get too far.

    Must reading, and ownership for any marketer.

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  3. Marshall says:
    10 of 10 people found the following review helpful
    5.0 out of 5 stars
    A great snapshot of online marketing, today., May 19, 2010
    By 
    Marshall (Denver, CO, USA) –

    Verified Purchase(What’s this?)
    A great overview of how businesses can leverage search engine optimization, pay per click and social media tactics as their business and marketing strategy. The book details not just what search engines are looking for, but how you can leverage data and analytics to better promote your business with greater opportunities to be found in search engines or online communities via online marketing tactics. I consider this book as a must have for anyone just getting into marketing or needs to familiarize themselves with SEO and/or online marketing.

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  4. Richard Niell Donovan "Dick Donovan" says:
    28 of 31 people found the following review helpful
    4.0 out of 5 stars
    SEO Optimization, October 11, 2009
    By 
    Richard Niell Donovan “Dick Donovan” (Oak Harbor, WA, USA) –

    Verified Purchase(What’s this?)
    Excellent. Includes lots of solid information I haven’t found elsewhere. I plan to spend lots of time implementing his suggestions on my very large (1000+ page) web site.

    The author wrote this book in part to promote his subscription-based SEO tools. That’s OK, but the reader needs to take into account that the author has an agenda other than writing a helpful book.

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  5. Kevin P. Buccinna "Sweat the small stuff" says:
    17 of 18 people found the following review helpful
    5.0 out of 5 stars
    Thank you Bruce Clay and Susan Esparza, July 15, 2009
    By 
    Kevin P. Buccinna “Sweat the small stuff” (Staten Island NY USA) –
    (REAL NAME)
      

    Verified Purchase(What’s this?)
    I am a newbie to Search Engine Optimzation and Search Engine Marketing. When I first eyed this book and saw that it contained nearly 750 pages I thought this would be just another “tech book” that I would start to read and then abandon to my pile of other unfinished readings. This book is really an easy read and the authors make it such. Not only are you learnng SEO but also SEM for business. This is the first instructional book that I actually looked forward to the next chapter. I must admit that there is a lot of information to absorb but because, “you do have to sweat the small stuff”, all info is pertinent.
    What I particularly liked about the book is when a term is defined early on, say on page 25, and it is later mentioned on page 320 that term is again defined. It saves me the task of going back to find what that term meant. You learn much easier through repetition. Some of the content was a little over my head but I attribute that to being a rookie in SEO. As I learn more and apply what the authors teach I know I will have the inside track over my competition.

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  6. Sparkle says:
    8 of 8 people found the following review helpful
    5.0 out of 5 stars
    This Book Will Prompt You to Get Busy!, September 29, 2009
    By 
    Sparkle (Northern Virginia) –

    Verified Purchase(What’s this?)
    I am new to SEO. I am studying up for my career as well as for our family business. As a beginner, I am pleased to say I felt like it was written in a way that was easy to grasp, which I did not expect. I read most of it with my computer right next to me so I could check out our own website and those of our competitors. It’s almost like a checklist with more meat to make sure you do the most you can to be near the top of the list when someone searches for your offering. It is a big, thick book with a lot of information. I should have read up on SEO sooner.

    I would recommend this for any business owner currently with or considering a web presence. (I know I would have done things differently had I read this book before getting our site designed.) Also, marketing, sales or customer services execs. may find this handy as they look to increase sales / revenue and/or the ability for their customers to find their product or service easily on the web.

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