Marketing in the Age of Google
IN THIS SUMMARY
Marketing in the Age of Google is a guide to harnessing the power of online search and incorporating search into business strategies. It is important to understand search, build a successful search strategy, and extend the process for execution throughout the organization. Search is becoming the primary way in which people get information, decide what to buy, and make purchases. It is vital for a business to rank well in search results both for their brand name and for queries relevant to their business. Clear business goals should provide context for using search data, identifying target audience segments, and building a conversion workflow that supports those overall goals. A first step in the goal articulation process is to step way back and remember what the company is all about at the most basic level.