I was thrilled when my copy of Marketing In The Age Of Google showed up this week. Although we have not yet met, I'm a big fan of the way Vanessa Fox thinks about Search Marketing. You can tell Vanessa doesn't get caught up in the technology tweaks or individual ranking (now irrelevant) This author is focused on business results.
One of my favorite quotes: "Search helps marketers connect with people who are broadcasting his or her purchasing intent"
So much of marketing is focused on the company broadcasting out in the hope of bumping into a potential customer. Meanwhile there are 18 billion individual 'Broadcasts' each month from people who want your help.
Ms. Fox also talks about how online search drives offline purchases and I really learned a lot from the section that discussed using search data as marketing research. She says:
"Search data is the greatest form of market research there is. If the marketers job is to discern wants & needs and then fulfill them...then studying behavior is way more valuable than studying what people think is the right answer when they take a survey."
We also love that the core message here supports exactly what we help with here @ Compendium. Check out this line from the book:
"For most searches, the home page is not the entry point. Any page can be the entry page. We have to rethink our approach to site design and user interaction based on the new world."
From an "on-page" SEO standpoint, Corporate Blogging gives organizations the ability to create valuable content rich pages that specifically target individual keywords. Think of blogs as Organic Landing Pages and you start to see what we are talking about.
We are planning on getting some signed copies soon and giving them away to our team and friends, but don't wait for me, go buy Marketing In The Age Of Google.
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