Search engine strategy is too important to be left to the techies. Thanks to Google, online search has become one of the cheapest and most effective ways to build a business. In this non-technical book, search engine strategy guru Vanessa Fox explains what every marketer and businessperson needs to understand about how search rankings work, how to use search to better understand your customers and attract new ones and how any website can improve its search rankings by following a few simple principles. Former Google spokesperson and leading search engine strategy speaker and consultant Fox also exposes widely held myths about search engine rankings, for example, it's not true that large brands have an advantage due to their established presence or larger ad spending. Internet shoe retailer Zappos ranks far higher than giant Nike in search engine rankings and total search hits.
Table of 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 Tech Speak
- How to Cut through the Data and Get the Actionable Metrics You Need
- Social Media and Search
- What's Next? Beyond Google and 10 Blue Links
- Notes
- References
- Index
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