Marketing in the age of Google your online strategy IS your business strategy
"Search has changed everything. Has your business harnessed its full potential? A business's search strategy can have a dramatic impact on how consumers interact with that business. But even more importantly, search engine activity provides amazingly useful data about customer behavior, ne...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J. :
Wiley
2012.
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| Edición: | Rev. and updated |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623424706719 |
Tabla de Contenidos:
- Making in the Age of Google: Your Online Strategy is Your Business Strategy; Contents; Foreword; Preface; Chapter 1: How Search Has Changed Your Business; Doesn't Google Show The Most Relevant Sites To Searchers Without My Input?; The Keys to an Effective Search Strategy; Chapter 2: How to Use Search Data to Improve Your Business and Product Strategy; How We Use Search For Research: Planning a Trip to Lake Tahoe; Market Research: Where the Wild Frontiers of Human Nature Meet the Wild Powers of Technology; Search Data: A Powerful Source of Market Research
- Using Search Data for Better Business Strategy and Stronger Customer EngagementA Better Strategy for Increased Customers and a More Successful Business; Chapter 3: How We Search; Query Types; Determining Intent; Query Refinements; Using Demographic Data; How Searchers Evaluate the Page They've Clicked On; Chapter 4: Building Searcher Personas: Opening the Door to the Crowd of Customers You've Been Keeping Out; Search Acquisition Strategy Process; Chapter 5: How Search Engines Work; The Evolution of Search Engines; The Introduction of Pagerank; The Current State of Search Engines
- How Search Engines WorkThe Difference Between Organic And Paid Results; How Search Engines Rank Results; How Search Engines Are Using Data About Searcher Intent; Search Engine Suggestions and Prompts; Personalization; Anatomy of a Search Engine Result; The Evolution of Organic Search Results: Beyond Web Pages; Blended Search: Images; Blended Search: Video; How Do Universal Results Impact Searcher Behavior?; Internationalization; Continued Enhancements to The Search Results Page; Getting Technical: How It All Comes Together; Chapter 6: Implementing an Effective Search Strategy
- Would You Like To Exchange Links With My Site Buy-Cheap-Viagra-While-You-Play-Pokeronline- And-File-A-Mesothelioma-Classaction- Lawsuit.Info?Beyond SEO; Becoming Too Focused On SEO; Search Engine Guidelines and Penalties; Building Search into the Process of the Organization; Marketing, Advertising, And Public Relations; Market Research and Product Development; MetricsaAnd Analytics; Customer Support; How Search Impacts Local Business; Google's Changing Algorithms; Chapter 7: Working with Developers: How to Turn Business Strategy into Tech Speak; Crawling; Indexing; Ranking
- Search Engine Tools for WebmastersChapter 8: How to Cut through the Data and Get the Actionable Metrics You Need; Conversion Rates; Defining Goals; What's Not Important; Competitive Intelligence as a Benchmark to How Well You're Really Doing; Having Actionable Analytics Data Is a Competitive Advantage; Attribution; How eBay Uses Analytics to Inform What They Should Do, Not Just Show What They've Done; Can Software Accurately Calculate Attribution?; What About Offline Attribution?; The Trouble with Data; The Value of an Experienced In-House Web Analytics Expert
- Chapter 9: Social Media and Search
