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July '14 Editor's Letter

Posted on 7.01.2014

Thrive In a Google World

What is Google? The answer of course depends on who you ask. To consumers, it’s just a search engine. To Internet professionals, it’s an omnipresent source of revenue, opportunity and frustration. To those who need Google the most – local merchants – it’s often a mystery.

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Google could certainly hang its digital hat on any number of its products; its search engine alone demands a 68 percent market share. In a Google world, however, there is a stronger pull to make both paid and organic search, as well as social media complement the other, which keeps Google innovating and brands scrambling. It is certainly tempting for companies looking to grow their businesses quickly to leap into the many available third-party solutions that strengthen an enterprise’s SEO, advertising and social efforts, but that would be a mistake.

As consumers turn to Google for nearly everything – reviews, maps, listings, suggestions – a local merchant’s first step should be to develop a strong understanding of how Google’s offerings can support one another and a company’s broader digital initiatives. This month’s feature provides just that, practical suggestions on how to maximize Google to its potential and exponentially grow your businesses in the process.

Local business is also the topic of discussion in this month’s E-Commerce Express column, where Associate Editor Allison Howen discusses how location-based apps can provide enterprises with the opportunity to strengthen their mobile presence and attract more local customers. Customer acquisition is once again addressed in this month’s Mastering Search column, which dives into the power of content and relationships when visibility on the search engines is a brand’s aim.

Online retailers or the designers who support them will want to check out Managing Editor Amberly Dressler’s, “4 Months to Better Product Pages” to improve these digital workhorses before the start of the holiday shopping season. Equally as important is Associate Editor Derek Schou’s piece on website security. He provides three popular and proven solutions to keep hackers at bay.

As always be sure to visit us on the Web at to keep up to date with all the news that matters to your online success.

Best Web Wishes,

Pete Prestipino

[email protected]


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