Making in the Age of Google: Your Online Strategy is Your Business Strategy -- Contents -- Foreword -- Preface -- Chapter 1: How Search Has Changed Your Business -- Doesn't Google Show The Most Relevant Sites To Searchers Without My Input? -- The Keys to an Effective Search Strategy -- Chapter 2: How to Use Search Data to Improve Your Business and Product Strategy -- How We Use Search For Research: Planning a Trip to Lake Tahoe -- Market Research: Where the Wild Frontiers of Human Nature Meet the Wild Powers of Technology -- Search Data: A Powerful Source of Market Research -- Using Search Data for Better Business Strategy and Stronger Customer Engagement -- A Better Strategy for Increased Customers and a More Successful Business -- Chapter 3: How We Search -- Query Types -- Determining Intent -- Query Refinements -- Using Demographic Data -- How Searchers Evaluate the Page They've Clicked On -- Chapter 4: Building Searcher Personas: Opening the Door to the Crowd of Customers You've Been Keeping Out -- Search Acquisition Strategy Process -- Chapter 5: How Search Engines Work -- The Evolution of Search Engines -- The Introduction of Pagerank -- The Current State of Search Engines -- How Search Engines Work -- The Difference Between Organic And Paid Results -- How Search Engines Rank Results -- How Search Engines Are Using Data About Searcher Intent -- Search Engine Suggestions and Prompts -- Personalization -- Anatomy of a Search Engine Result -- The Evolution of Organic Search Results: Beyond Web Pages -- Blended Search: Images -- Blended Search: Video -- How Do Universal Results Impact Searcher Behavior? -- Internationalization -- Continued Enhancements to The Search Results Page -- Getting Technical: How It All Comes Together -- Chapter 6: Implementing an Effective Search Strategy.

Would You Like To Exchange Links With My Site Buy-Cheap-Viagra-While-You-Play-Pokeronline- And-File-A-Mesothelioma-Classaction- Lawsuit.Info? -- Beyond SEO -- Becoming Too Focused On SEO -- Search Engine Guidelines and Penalties -- Building Search into the Process of the Organization -- Marketing, Advertising, And Public Relations -- Market Research and Product Development -- MetricsaAnd Analytics -- Customer Support -- How Search Impacts Local Business -- Google's Changing Algorithms -- Chapter 7: Working with Developers: How to Turn Business Strategy into Tech Speak -- Crawling -- Indexing -- Ranking -- Search Engine Tools for Webmasters -- Chapter 8: How to Cut through the Data and Get the Actionable Metrics You Need -- Conversion Rates -- Defining Goals -- What's Not Important -- Competitive Intelligence as a Benchmark to How Well You're Really Doing -- Having Actionable Analytics Data Is a Competitive Advantage -- Attribution -- How eBay Uses Analytics to Inform What They Should Do, Not Just Show What They've Done -- Can Software Accurately Calculate Attribution? -- What About Offline Attribution? -- The Trouble with Data -- The Value of an Experienced In-House Web Analytics Expert -- Chapter 9: Social Media and Search -- What Is Social Media? -- Other Types of Media -- Being Visible In Search Results -- The Synergies of Search and Social Media and Public Relations -- Online Reputation Management -- Helping Your Company Site to Rank Well -- Market Research -- Finding Out Where People Are Talking About You Online -- Averting a Public Relations Disaster -- Garnering Support -- But We Want To Control Our Branding! -- Tactical Suggestions -- The Value of User-Generated Content for Search Acquisition -- You Can Compel Visitors by Being Compelling -- Taking Advantage of Diversified Acquisition Streams -- Getting Started -- Google+ Business Pages.

Chapter 10: What's Next?: Beyond Google and 10 Blue Links -- New Search Interfaces -- Social Search -- Smarter Search -- Notes -- References -- Index.