As the author of the book Marketing in the Age of Google Vanessa Fox’s presentation focused on search marketing and the way it has changed how we gather information and become the primary tool for navigation of the Web. She suggested that site publishers should really be thinking about what consumers are actually looking for and begin to cater to this as a means of either driving traffic or providing value back to those consumers. She gave the example of a search “What time does the Superbowl start” where none of the search results led back to the NFL.

“With search being the primary tool for navigation on the Web, every page on your site becomes the home page,” Page said. “You really need to make sure that that page not only answers their question … but engages them and pulls them in based on what you want them to do.”