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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) 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. Table of Contents Chapter 1 Refining Your Searches Multiple Words Case Insensitivity Superfluous Words Exact Phrases Word Order Singular Versus Plural Wildcard Number Range Punctuation Accents Boolean Logic Stemming Synonyms Chapter 2 Google Search Operators filetype: site: inurl: allinurl: intext: allintext: intitle: allintitle: inanchor: allinanchor: daterange: related: info: link: cache: define: stocks: {area code} {street address} {mathematical expression} {package tracking ID}, {flight number}, etc. {time in location} {weather in location} {movies in location} {flights to/from location} Chapter 3 Initial Market Research Using Google A Search for Market Research in the Food Industry More Searching Alternative Date Range and Sorting Method Finding Documents People Thought Weren’t Public Key Features of the Google User Interface Other Google Interface Features Teasing Out More, Better Data Chapter 4 Understanding the Breadth and Depth of Google, Inc. Google Tools and Services Applying Google’s Tools Making Your Desktop More Efficient Chapter 5 Forming a Good Research Strategy Choosing the Right Tool for the Job A Market Research Scavenger Hunt The Path to Google Greatness Chapter 6 The Technical Side of Web Research SEO for Firefox Advanced Query String Parameters Adding Omitted Results Finding People to Link to You Reducing the Result Set When Testing For Indexation Monitoring Incoming Links and Measuring Anchor Text Strength Checking Image Indexing Colophon