Learn how you too can become an expert Google searcher and extract invaluable data about your competitors and about the market like never before -- with laser-like accuracy and extreme efficiency. Presented by: Stephan Spencer

1. Become an Expert Google Searcher
in an Hour
Stephan Spencer
Co-Author of The Art of SEO; Author of Google
Power Search; Founder of Netconcepts

2. Who Am I?
• Author of Google Power Search &
Co-author of The Art of SEO
• Founder of SEO agency Netconcepts
• Sold Netconcepts to Covario in 2010
• Lived in New Zealand for 8 yrs, returned to US in 2007
• Invented GravityStream, a pay-for-performance SEO
technology (now Covario’s Organic Search Optimizer)
• Now a free agent, developing an SEO coaching program
which will launch soonish

5. Googling for Answers
• But sometimes the answers are elusive
– Knowledge workers spend 15-30% of their day
searching for information. More than half of their
searches fail. (Source: IDC)
• Garbage In, Garbage Out
– An unfocused search yields irrelevant search
results
• The Key? Learn how to search smarter!

7. Pop Quiz!
• You want to find out how many women buy cars in
the United States. What’s the best Google query to
find out?
– what is size of female car buying market
– how many women buy cars in the u.s.
– market size car buyer female u.s.
– market size ~car ~buyer ~female u.s.
– buy cars market female OR women

8. 5 Keys to Smarter Searching
1. Cutting through the clutter
2. Casting a wider net
3. Mastering the Google interface
4. Employing specialized search services
5. Assembling your toolbox

9. 1. Cutting Through the Clutter
• Exact phrases: “”
• Don’t ask a question
• Singular vs. plural
• Word order
• Boolean logic: -, +, (), OR, |
• Search operators
• Date based searching (“More search tools”)

10. Search Operators
filetype: Restrict results by file type
extension (pdf, doc, xls, ppt)
site: Search a particular domain
intitle: & allintitle: Words must appear in title
inurl: & allinurl: Words must appear in URL
daterange: Pages added/updated within a
date range (in Julian format)
define: Glossary definition

29. 2. Casting a Wider Net
• Synonym operator (~)
• Asterisk wildcard operator (*)
• OR (|)
• Number ranges (..)
• related: operator

39. 3. Mastering the Google Interface

40. © 2004 Stephan Spencer
* Netconcepts *
www.netconcepts.com *

52. 4. Employ Specialized Search Services
• Soople
• Google Patent Search
• Google Books
• Google Scholar
• Google Q&A (instant answers)
– The Google search box is a phonebook, a calculator, a
measurement converter, a dictionary, a package tracker, an
airline timetable, a street map atlas, and a stock ticker

54. 5. Assembling Your Toolbox
• Download & install the Google Toolbar
• Subscribe to Google Alerts
• Set your Start Page
• Buy a reference book on Google
• Create a Google cheat sheet
• Take the GoogleGuide.com tutorial

56. In Summary
1. Cut through the clutter
2. Cast a wider net
3. Master the Google interface
4. Employ specialized search services
5. Assemble your toolbox

57. Q&A
• What can you do tomorrow that will improve your
searching prowess? Write down 3 things. Get
‘em done!
• To contact me: stephan@stephanspencer.com
• To get a copy of this slide deck, email
admin@stephanspencer.com

58. Special Offer
Visit http://oreilly.com
to purchase your copy
of The Art of SEO
and enter code 4CAST
to save 40% off print
book & 50% off ebook
with special code
4CAST
Visit http://oreilly.com/webcasts to view upcoming webcasts and online events