rawithan: book review # 18 Marketing in the age of Google

rawithan: book review # 18 Marketing in the age of Google: Book Review # 18 Marketing in the age of Google : Vanessa Fox Before start reading this book, noted that there are two types o...

book review # 18 Marketing in the age of Google

Book Review # 18 Marketing in the age of Google : Vanessa Fox

Before start reading this book, noted that there are two types of search results from Google, Bing or Yahoo! i.e. organic search and paid search. 

This book is mainly focus on organic search which is the search that come up by the algorithm of the search engine that interacts with a particular website not by the sponsorship of any kind. 

I like this book becuase it’s straight forward to the point, it also makes me realized how important and powerful the searching is. When I read this book, I read it like what I used to do with text books in college ( i.e. tons of yellow marker like so). To get the most out of this book, I suggest you do the same. 

This book literally give me a new perspective on how I can improve my business drastically by focus on the search strategy. 

Oh, I forgot, I didn’t have the search strategy yet. As you can imagine, I put one in place right away after I finish the book. This is one good example of why reading is good for everyone.

This book will give you the mechanic of the search engine in the language that the people with little technical skill like me can understand. It also gives the marketing perspective of the searching as well. The books laid out a story giving you the importance of the search business and how to use the search data to improve your business. Follow by, the nature of the search and how to observe the result. Finally, the implementation of the search strategy and it’s technicality issues. 

One particular thing that I am really interested  in is how to turn the search engine into your almost free research data. This is astonishing to me, becuase I have learn from this book that the search engine has changed the frontier of the marketing research method, consumers are actually tell us what they want! We normally spend millions to get that kind of information from a much smaller sample group. 

The book also talks about phycological connection between the query we put in and how we response to it. What’s the different between men and women in response to this kind of search etc. 

Just to summarize, the following are what you should be doing with your business website. 

• Ensuring all business and product goals are aligned and using search data as a key part of market research 
• Identifying the target audience that is most likely to turn into customers
• Determining the queries that fit your business needs and are conducted by your target audience in significant volumes 
• Building content that not only ranks well for those queries but provides a user experience that helps searchers complete their tasks and engages them more deeply with your business
• Offer a call to action that compels the searcher deeper into conversion funnel.
• Understanding what metrics provide actionable insights into this effectiveness of the strategy

People in marketing related function should definitely check out this book. 

9/10 

Cheers 

Tab