The more visitors come to your website, the more links it will have, the more people will look for it and the more sales you will achieve. The search is the consumer’s door to your site and search engine optimization (SEO) is the key. Some self-proclaimed SEO “experts” recommend using “link farms,” “spammy keywords” and verbose “nonsense” websites. These charlatans represent the dark side of the legitimate search strategy consulting offered by proven authorities like Vanessa Fox. A former Google executive, Fox explains how your company can create and implement an intelligent “search acquisition strategy.” The right approach calls for purposeful development of online content. You want searchers to click through to your website and find it relevant, so they buy your merchandise. getAbstract recommends Fox’s book as a pivotal SEO guide for marketing managers, website content developers and online sales professionals.
In this summary, you will learn
- Why online search represents a rich marketing opportunity
- Why organic search provides better marketing than paid search
- How to develop an effective “search acquisition strategy”
- How to create compelling web content.
About the Author
Consultant and speaker Vanessa Fox, an expert on search engine strategy, served as Google’s spokesperson to website owners on how its search algorithm works.
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Comment on this summary
8 years agoWow, great stat: "While companies spend 88% of their "online search dollars" on paid searches, 85% of searchers chose organic results". This summary really makes you rethink your marketing strategy and not only educates you on the subject but gives you great action points. What does everyone think about the "Actionable Analytics"? Anyone know of someone that does these "testing and usability surveys" and how they work?