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

Contents

Praise for Marketing in the Age of Google

Vanessa Fox is not only blessed with a brilliant mind, but fantastic perspective into the search marketplace. Her experiences at Google and within the industry, combined with her ability to share those insights in easy-to-understand morsels, makes this book a must-read for anyone with even the slightest interest in whats happening in the online world.

Richard Zwicky, Founder, Enquisite

Vanessa Fox grabs your hand, shows you the way into the big black box of search marketing, and flips the lights on. Trying to justify a search-related project? From hard data to helpful checklists, its all in here. Taking on the challenge of search optimization by yourself? Youll 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, cofounder of Fell Swoop and author of The Essential Persona Lifecycle: Your Guide to Building and Using Personas

Finally! A C-level book about smarter search engine marketing. Marketing in the Age of Google by Vanessa Fox is undoubtedly the search marketing bible for senior executives looking to maximize business growth through search engine marketing. This is a must-read, and if you dont, your competition certainly will.

Lee Odden, CEO, TopRank Online Marketing

Former Googler Vanessa Fox has a unique understanding of search marketing from both sides of the table and has been educating people about the wonderful world of Google and search marketing through speaking and writing for years. Now she compiles all her great knowledge in book form and thoughtfully guides newcomers and the experienced alike past jargon and distractions to focus on the best ways to achieve success in todays searching culture.

Danny Sullivan, Editor in Chief, Search Engine Land

This tome 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, its perhaps the first must-read-to-survive business book of the twenty-first century. Highly recommended.

John C. Dvorak, columnist MarketWatch, PC Magazine

Vanessa is the rare person with big-picture expertise who has spent time deep in the trenches with sleeves rolled up making the magic happen. This book reflects that on every page. Get ready to finally stop marketing on the Web as if it were television!

Avinash Kaushik, Google Analytics Evangelist Author of Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

If you are an entrepreneur, Webmaster, designer, or an executive for a Fortune 500 company, Marketing in the Age of Google will help you streamline your business strategy based on understanding your customer. I would recommend it as reading material to every project manager within eBay.

Dennis Goedegebuure, previously Senior SEO Manager, eBay

The connected marketing world should acquire this text by whatever means necessary. Digital marketing isnt just digital anymore. Search isnt just search anymore. If every marketer put these disciplines to use, it would mean billions in revenue almost overnight.

Kevin M. Ryan, Motivity Marketing

Ive been relying on Google to help me drive traffic to my websites for over a decade, and I learned three new (and invaluable) tricks within the first twenty pages. If you have a business on the Web, youll want Vanessas book on your shelf.

Chris Pirillo, Founder, Lockergnome

Charming? Disarmingly so. A smile that melts hearts? Totally. Wicked smart? Abundantly! Vanessa Fox knows all the ins and outs of online marketing and on top of it all, this woman can write. Marketing in the Age of Google is amazingly readable. Informative? Without question. Practical? As comfortable shoes. Accessible? A pure pleasure to read andlookI learned something that will undeniably improve my business. Thats rare value.

Jim Sterne, Founder, eMetrics Marketing Optimization Summit and Chairman, Web Analytics Association

Vanessa is one of the true search experts. This book is full of valuable information that will teach you to develop and execute an effective search plan. No matter if you are a beginner or an expert, set aside some time as you will want to read this book at least twice.

Brad Geddes, Author of Advanced AdWords

Marketing your business through search engines is a complex, challenging problem. Thankfully, those new to the field now have this tremendous resource from Vanessa Fox to help guide them through the trials and tribulations of search marketing in a clear and delightfully readable format.

Rand Fishkin, CEO, SEOmoz and Author of The Art of SEO

Vanessa is a technical expert in the world of search marketing. Her book will help fill that much needed industry gap of misinformation.

Marshall Simmonds, Chief Search Strategist, New York Times Company, CEO and Cofounder, Define Search Strategies

Search engines are a crucial component of almost every business. Vanessa Fox is a world-renowned expert in how to optimize your site for search engines. Having worked with her directly on search engine strategies, I know her insights and approaches to this area are unparalleled and can have a major impact on your online business. This book provides you with the tools and insights to optimize your website and ensure you leave your competitors in the dust.

Elad Gil, Founder and former CEO, Mixer Labs (acquired by Twitter)

With Marketing in the Age of Google, Vanessa has succeeded in crafting a comprehensive and engaging introduction to what it means to be search aware. She provides marketers with the starting points to understand not only how to prioritize content (and product) development based on consumer demand, but also how to work with developers to ensure that content will be accessible to search engines. This is artfully accomplished while also providing a solid business case for search efforts. Her book will help agencies and advertisers learn how to bring search engine optimization (SEO) out of the black box and into the creative, collaborative process that has driven smart advertising for decades. This is a necessary addition to all of our reading.

Jorie Waterman, Senior Vice President and Director of Search, MRM Worldwide

Eighty-five percent of the clicks on Googles search engine happen in nonpaid results. This book analyzes and explains the rapidly changing landscape of those results and shows you how to leverage them for business. Its an informed and essential contribution to the field.

Adam Audette, President, AudetteMedia Inc., and Lead SEO for Zappos.com

Why is a Bing guy giving a quote to a book with Google in the title? Because Vanessa does two things: nails the core truth behind how consumers are using engines today (its not what you think!) and gives you actionable things you can do today with free tools to help convert searchers into customers. Finally, a book that combines theory and practice without making me feel like Im the dumbest guy in the room. Also, Vanessas impressive citing of quotes from other people and the use of my data (check out Chapters 2 and 3they are epic) make this book not only believable and an indispensible tool to impress your boss, but a great conversation starter at search conference parties. Believe me, you need it.

Stefan Weitz, Director, Bing Search

Fox elegantly explains how search is an essential component of any businesss marketing strategy. Her comprehensive statistics should convince even the most skeptical of the need to invest in search.