Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
Search has changed everything. Search has become woven into our everyday lives, and it permeates offline as well as online activities. Every business should have a search strategy. How a business appears online can impact consumer influence as much as, if not more than, offline advertising such as TV commercials.
A business' search strategy can have a dramatic impact on how consumers interact with that business.
Even more importantly, search engine activity provides amazingly useful data about customer behavior, needs, and motivations. Accessing search data is like conducting focus groups with millions of people for free. Search isn't just for marketers and techies. It can provide valuable insight on business strategy and product strategy. Companies of all sizes-from startups to global enterprise-level corporations, and even businesses without websites-can benefit from understanding how consumers are searching for them and talking about them online, both as a powerful acquisition channel and as a vast repository of market research.
In this nontechnical book for executives, business owners, marketers, and product managers, search engine strategy guru Vanessa Fox-who created Google's portal for site owners, Google Webmaster Central-explains what every marketer or business owner needs to understand about how search rankings work, how to use search to better understand your customers and attract new ones, how to develop a comprehensive search strategy for your business, and how to build execution of this strategy into the business' processes.
Knowledge Games: The Visual Thinking Playbook
Dave Gray, Sunni Brown, James Macanufo
How well do you manage team-based projects? This book demonstrates how visual thinking will make a huge difference in the way you conduct planning sessions, present information, and discuss ideas. By managing a project visually, you will improve creativity and teamwork, avoid being overwhelmed by mountains of data, and make ideas easier to share and implement.
Knowledge Games offers practical, proven solutions to common team-based problems, as well as clear and efficient ways to process, communicate, and display information-whether you're conducting meetings in person or online. This books aims to help you learn three universal categories of meetings and how they should be approached differently; to use techniques to engage your team and help members collaborate effectively; to get "silent resisters" to reveal their concerns so they can be discussed and resolved; to generate ideas that may otherwise be lost; to identify the root cause of a problem and determine points of greatest leverage; to turn common office supplies into powerful enablers for visual thinking; and to learn the visual alphabet-simple shapes that will enable you to clearly and concisely draw anything you can possibly imagine.