Vanessa Fox used to work for Google and created Webmaster Central. That’s probably the only reason I picked up Marketing in the Age of Google because almost everyone these days is writing a book about ranking high on Google. Vanessa is different because she understands how Google (search) works from inside out and how it will evolve to better serve the needs of its users. That’s what makes her book better than most other books that give you an outside view of how to optimize your site for Google.
She makes a case that search is not what it used to be, it is now the fabric of our society. In other words, you might hear about something or someone offline but the tendency to search that thing or person online has never been so high. Offline marketing attempts translate into online search and businesses that can figure out the formula of better integration will succeed.
Businesses need a strategy online as much as they need one offline. It matters to consumers how a business is perceived online. Understanding consumer psyche is a step in the right direction because now it is easier than ever to gather useful data about consumer behavior, needs, and motivations.
I can summarize the entire book but I don’t think I will be able to do justice. There is a lot of content in the book that you won’t find on blogs or other books. There are strategies that can help a business understand search and effectively utilize it in order to gain market share.
My Personal Opinion
While reading the book I felt that there was overwhelming amount of information and the book might not be for someone who has never experimented with search optimization. The book is more geared towards executives in the marketing department who can influence change within their departments and communicate effectively with developers who make things happen. You need to have a tech savvy background to read this book.
If you are a geek, start reading the book from the last chapter. I read it from 1-10 and then read it again from 10-1. Chapters 6, 7, and 8 is were the real VALUE is. I am in no way discounting the rest of the book, all chapters are informative and easy to understand. (mostly jargon free)
This book is a must read if you are into speculating the future of social media and Google.