Read more
Behind Google's deceptively simple interface is immense power for both market and competitive research—if you know how to use it well. Sure, basic searches are easy, but complex searches require specialized skills. This concise book takes you through the full range of Google's powerful search-refinement features, so you can quickly find the specific information you need. Learn techniques ranging from simple Boolean logic to URL parameters and other advanced tools, and see how they're applied to real-world market research examples.
* Incorporate advanced search operators such as filetype:, intitle:, daterange:, and others into your queries
* Use Google filtering tools, including Search Within Results, Similar Pages, and SafeSearch, among others
* Explore the breadth of Google through auxiliary search services like Google News, Google Books, Google Blog Search, and Google Scholar
* Acquire advanced Google skills that result in more effective search engine optimization (SEO)
List of contents
Introduction
Chapter 1: Refining Your Searches
Chapter 2: Google Search Operators
Chapter 3: Initial Market Research Using Google
Chapter 4: Understanding the Breadth and Depth of Google, Inc.
Chapter 5: Forming a Good Research Strategy
Chapter 6: The Technical Side of Web Research
Colophon
About the author
Stephan Spencer is an author of The Art of SEO published in October 2009 by O'Reilly and co-authored by Eric Enge, Rand Fishkin and Jessie Stricchiola. Stephan is the founder of Netconcepts. Netconcepts started out as a web design and marketing agency, but over time morphed into a leading SEO firm. Stephan, and Netconcepts, had been heavy into the science of SEO since 1999. Netconcepts was acquired in January 2010 by paid and organic search software/services agency Covario. Covario is one of those rare companies to have made it onto the Inc 500 list two years in a row -- in 2009 and again in 2010. Stephan is the inventor of the automated pay-for-performance natural search technology platform GravityStream, now re-branded as Organic Search Optimizer. He is a Senior Contributor to Practical Ecommerce and to MarketingProfs.com, and a columnist for Search Engine Land and Multichannel Merchant. He's also contributed to DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and NZ Marketing magazine, among others. Stephan is a frequent conference speaker on SEO and other online marketing topics for the Direct Marketing Association (DMA), American Marketing Association (AMA), Shop.org, Internet Retailer, SMX, IncisiveMedia (Search Engine Strategies), O'Reilly/TechWeb, PubCon, ECMOD, IQPC and IIR. His hundreds of speaking gigs have taken him around the globe -- everywhere from Berlin, London, Toronto, Santiago, and Auckland, to New York, Chicago, San Francisco, Los Angeles, and places in between. Stephan is an avid blogger. He blogs at Stephan Spencer's Scatterings, Natural Search Blog, Business Blog Consulting, Changes For Good, and Google, I Suggest... He's also been a contributor for the following group blogs: Searchlight (part of the CNET Blog Network), Shop.org Blog, and MarketingProfs Daily Fix. Stephan is on the advisory board of CrowdGather. He holds an M.S. in Biochemistry from the University of Wisconsin-Madison.
