This series is all about surprises and revelations—at least when it comes to using Google. And here’s another: some of Google’s most valuable properties aren’t even search engines. Rather, they are resources or tools such as online research assistants, Web-based email, browser toolbars and social networks. These resources can be extremely valuable to marketers and should be considered one of the sharper tools in your research arsenal.
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Now that you are intimate with the range of Google operators to refine your research searches, it’s time to put the knowledge into practice in the real world. It’s also a good time to delve a little deeper into the essential features of the Google interface.
Here, in part three, we’ll apply the secrets of Google in a search for information about the food industry. Then, I’ll share the 20 essential features of the Google user interface—the virtual place where you spend most of your time interacting with Google—and apply those to our search example as well.
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If you’re like most of us, you use Google almost daily as a search tool. But Google is capable of so much more than simple search. You’d be surprised at what Google can do to make your work life more productive and easier on any number of levels. In the first installment of this article series, you learned several ways to refine your Google searches. Here, in Part 2, I will take you through 20 time-saving search operators. If you incorporate these shortcuts into a Google search session, you’ll both save time and minimize frustration.
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If you’re like me, you use Google every day to find things—news, technical support, events, tips, research documents and more.
Were you to master Google’s powerful search refinement operators and lesser-known features, over a year’s time you could save days scouring over irrelevant results. Perhaps even more enticing is the promise of elusive nuggets of market research and competitive intelligence out there waiting to be discovered. This five-part series will show you how to find what you need quickly and with laser-like accuracy
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“We are grateful to Stephan for planting the seed for one of the most successful Web projects The Carter Center has undertaken to-date.”
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“… redesign of our database’s structure and ongoing co-operation with our website administrator has resulted in a continual increase in traffic, search engine rankings and registrations of volunteers and projects.”
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Many ecommerce sites have session IDs or user IDs in the URL of their pages. This tends to cause either the pages to not get indexed by search engines like Google, or to cause the pages to get included many times over and over, clogging up the index with duplicates (this phenonemon is called a “spider trap”). Furthermore, having all these duplicates in the index causes the site’s importance score, known as PageRank, to be spread out across all these duplicates (this phenonemon is called “PageRank dilution”).
Ironically, Googlebot regularly gets caught in a spider trap while spidering one of its own sites - the Google Store (where they sell branded caps, shirts, umbrellas, etc.). The URLs of the store are not very search engine friendly: they and are overly complex, and include session IDs. This has resulted in 3,440 duplicate copies of the Accessories page and 3,420 copies of the Office page, for example.
If you have a dynamic, database-driven website and you want to avoid your own site becoming a spider trap, you’ll need to keep your URLs simple. Try to avoid having any ?, &, or = characters in the URLs. And try to keep the number of “parameters” to a minimum. With URLs and search engine friendliness, less is more.
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What are some of the tools to measure the success of SEO? How do you get Googlebot to crawl your site more often? And answers to more questions follow!
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A DMA Brainy Breakfast — Auckland, New Zealand
The Internet’s next killer app for marketers has emerged: Google.
Google’s search algorithms power over half of all Web search queries, making high-ranking Google listings a marketer’s dream. While natural listings in Google deliver millions in sales to some of the Web’s savviest retailers, most websites are not properly designed to reach this market. How can you adjust or revamp your site so Google will love it?
Join us at the May Brainy Breakfast with Stephan Spencer, Managing Director of Netconcepts, to learn the essential strategies of putting Google to work for your website.
You’ll learn the secrets of how to:
Where else can you reach a majority of qualified prospects at zero or very low cost per click?
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How do you know if your site is search-engine friendly? What is the best way to find out the number of people searching for a specific keyword? And 48 other questions answered here…
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