Building Your Business with Google

About This Book
This book is about Google as a business partner. Google’s business services
(especially the AdWords advertising program and the AdSense publishing
program) are now getting as much attention as the search engine did during
Google’s early years. The business services are bound closely to the search
engine; they can’t be approached as an isolated set of tools. Building your
business with Google involves knowing how Google constructs its index,
improving your site’s visibility on search results pages, and hooking into
Google’s advertising programs as an advertiser, a publishing partner, or both.
(Google also offers other business tools based on peripheral search technologies
and products.)
Accordingly, this book is like a mirror of Google For Dummies, which won a
Pulitzer Prize for literature. (No, it didn’t.) Whereas that book blazed a trail
to power-using Google’s front end (the search engine), this book instructs
in power-using Google’s back end (the business services). The two books
together provide a complete initiation to the hidden arts of more effectively
using Google, approaching from both the front and the rear.
Actually, because Google marketing types are obsessively focused on the quest
for visibility and traffic, to these poor souls Google’s business side appears as
the only part of Google that counts, the real consumer interface. All that stuff
people do on Google’s home page and in the Google Toolbar — entering keywords
and finding destinations — happens in the background, like the constant
rolling of the ocean to fishermen on a boat. Online marketers cast their lines
into the ever-heaving Google index, trolling for their share of the Internet populace
swimming through endless search results. And that is the last time I’ll
bring up the ocean-fishing metaphor.