Google Power Search Strings

Advanced Internet Research Techniques Part II

(follow up to September 15, 2011 webinar)

Garrett Wasny, MA, CMC, CITP/FIBP http://www.garrettwasny.com | gw@garrettwasny.com

How Most Users Search Google

• “Huck Finn” googling.

• Type a word or two into search box and hope for best.

• Passive, random, limited reach.

• Expect “one click” answers.

• What they think is “big catch” is really “small minnow.”

The Smarter Way to Search Google

• “Deep sea trawler” googling.

• Use simple yet effective techniques to cast big search net “wide and deep”.

• Active, planned, broad reach.

• Expect discovery process to be long journey.

• Harvest rich diversity of digital objects.

Agenda

1. Search Strings Defined What are Search Strings and How They Can Transform How You Gather Information

2. Search Tagging

Adding Contextual Words to Boost Time, Geographical and Industry Relevancy

3. Search “Intentioning” Spelling Out What You Want in Detail

4. Search Filtering How to Zero in on Specific Phrases, Domains, File Types and More

5. X-Ray Searching How to Deep-Scan Any Website

6. Word “Baiting and Trolling” Using Creative Language to “Hook” Deeply-Buried Information

7. “Mentalist” Searching Scanning Hidden Web Elements and Connections

8. Google “Hacking” How “Black Hat” Users Search for Sensitive Information

9. Keyword “Nerding” How to Break Out of Keyword Rut and Generate Fresh Search Ideas on any Topic

10. Peripheral “Visioning” Incorporating Offline Sources in Your Online Discovery

1. Search Strings Defined What are Search Strings and How They Can Transform How You Gather Information

What are search strings?

Search strings are the

words and phrases you

type into the Google

search box when

scanning for

information.

Why are search strings important? Users turn

to Google for info on critical life decisions. The

strings provide key instructions to Google on what

online information to retrieve. The better your

instructions, the better and more relevant info you’ll

receive. The more relevant info you receive, the

better decisions you’ll make in your professional

and personal life.

How do I improve my Google searching?

2. Search Tagging

Adding Contextual Words to Boost Time, Geographical and Industry Relevancy

What is search tagging?

Search tagging refers to

adding additional

information in your

search string related to

your time, geography

and industry interests.

Why is search tagging important? When you

include additional tags or context words in your

search string, you provide Google with more

information that can be used to help you find better

and more relevant results. Many users assume

Google can read your mind. It can’t (at least not

yet)! For now, you must literally spell out what you

want – and the more detail, the better.

accountant 2012 Toronto aerospace

Time-tagging: add

current year

Geo-tagging: add

place names, postal,

zip and telephone

area codes. Industry-tagging:

add industry or

sector names.

3. Search “Intentioning” Spelling Out What You Want in Detail

What is search

“intentioning”?

This refers to literally

spelling out your search

intentions – not just

what info you want but

why you want it.

Why is search “intentioning” important? Many

users assume Google can read your mind. It can’t (at

least not yet)! For now, literally spell out what you

want – and the more details you provide, the better.

You should “talk” to Google the same way as you

would communicate with a reference specialist at

a library. The more info you provide, the better they

can help you. The fewer words you provide, the more

they have to guess what you want.

Vague Search String Focused Search String with Intentions

accounting requests for proposals accounting services

Sudbury school board

accountant

forensic auditor Edmonton oil and gas

industry

shoe Men’s running shoe rubber sole water-

resistant

house Hawaii house rentals for vacation in January

FYI: You can input up to 32 keywords in your Google search string!

4. Search Filtering How to Zero in on Specific Phrases, Domains, File Types and More

What is search “filtering?

This refers to using

Google search

commands to sort

searches by phrase,

filetype and domains.

Why is search filtering important? Like a powerful

sonar on a fishing trawler, the search filters allow you

to “deep-dive” beneath the surface of the web. They

enable you to spot and retrieve relevant online

content that’s typically hidden in a normal Google

search.

PHRASE SEARCHING FILETYPE SEARCHING DOMAIN SEARCHING

“ ” filetype: site:

“forensic auditor”

“bank loans to seniors”

filetype:pdf keywords

filetype:xls keywords

Filetype:doc keywords

filetype:ppt keywords

site:com keywords

site:net keywords

site:org keywords

site:gc.ca keywords

site:ny.gov keywords

5. X-Ray Searching How to Deep-Scan Any Website

What is X-Ray searching?

This refers to using

Google to search and

return results from only

one specific website.

Why is X-Ray searching important? Like a medical

scan used by doctors, the X-Ray technique allows you

to look beneath the surface of a website. You can

focus Google’s search powers on a particular page

and uncover content and results not revealed by even

the website’s own search engine.

site:url

site:cra-arc.gc.ca keywords

site:irs.gov keywords

site:cica.ca keywords

Tip: combine X-Ray technique with phrase and

filetype filters to take searching to whole new level.

Example:

site:cra-arc.gc.ca filetype:pdf “ifrs report”

Tip: use site:url and cycle through different

filetypes:(pdf,xls,doc,ppt) to uncover rich harvest of

digital objects on a specific website.

6. Word “Baiting and Trolling” Using Creative Language to “Hook” Deeply-Buried Information

What is word baiting and

trolling?

This refers to the nimble

and creative use of

words and language to

uncover fresh search

results.

Why is word baiting and trolling important? Just

as different sizes of minnows are used as bait to

attract larger fish, different words – and their

synonyms and how they’re spelt and ordered – can

also be used as bait. They can attract relevant results

you would not typically “catch” in a regular search.

Use synonyms.

Tinker with word order.

Use singular and plural

versions of keywords.

Tinker with American

and British spellings.

Deliberately misspell

keywords.

Double or triple up

keywords or phrases.

Write queries in the

form of a question.

Recognize language

Is inherently ambiguous.

Put an asterisk * in a

phrase or question

you want completed

and Google will fill in

the blanks

Use minus sign (-) to

specify items you

DON’T want in

results.

Use sentiment analysis:

“I hate x; x sucks; I love x)

7. “Mentalist” Searching Scanning Hidden Web Elements and Connections

What is mentalist

searching?

This refers to looking at

hidden website elements

that provide valuable

content clues but most

people overlook.

Why is mentalist searching important? Just as a

mentalist uses powerful observational skill to see

things other people can’t, you can do the same thing

online to see hidden patterns and connections. If you

know where and how to look, you can uncover fresh

results as if by magic that most users overlook.

LINK SEARCHING WEBPAGE TITLE

SEARCHING URL SEARCHING

intitle:keywords

inurl:keywords

Searches for websites

that link to a specific url. Searches for keywords

in a webpage title. Searches for keywords

in a website url.

link:url

8. Google “Hacking” How “Black Hat” Users Search for Sensitive Information

What is Google Hacking?

This refers to search

techniques used by

“black hat” searchers to

find sensitive

information on Google.

Why is Google Hacking important? The techniques

should be used with caution and are not intended to

promote the discovery of confidential information.

They are intended to illustrate the nature and extent of

confidential data that is publicly available on Google if

you know where and how to look.

“my visa number is * ” "secret password" filetype:xls

inurl:userlist

intitle:confidential filetype:xls

Tip: Go to Hackers for Charity at

http://www.hackersforcharity.org/ghdb/ for more

examples of Google hacking techniques.

“my password is * ”

“my credit card # is * ”

9. Keyword “Nerding” How to Break Out of Keyword Rut and Generate Fresh Search Ideas on any Topic

What is keyword

“nerding”?

This refers to

brainstorming new words

and phrases to use in

your Google searches.

Tip: Use the Google Keyword Tool at

http://bit.ly/googlekeywordtool for “nerding” and

generating new keyword ideas and phrases.

Tip: Go to Google Advanced Search at

http://www.google.ca/advanced_search for one-

page form with many search string options.

Why is keyword nerding important? Using new

keywords allows you to search from fresh angles

and break out of a keyword “ruts”.

10. Peripheral “Visioning” Incorporating Offline Sources in Your Online Discovery

What is peripheral

visioning?

This refers to searching

in the “real world” and

not relying strictly on

Google to find

information.

Why is peripheral visioning important? The

Internet contains only a tiny fraction of the total

information in the world (less than 1% according to

Eric Schmidt at http://bit.ly/zD7fvL). This means you

need to search offline – not just the web -- for a

complete intelligence picture.

Personal e-mail exchanges

Go to public library and review

paper documents not yet posted

online (and may never be).

Travel to collect

front-line intelligence.

Visit public

agencies and

archives and

inspect paper-only

records.

Pick up phone

and talk to

subject experts.

Walk down hall

and consult with

colleagues.

BEFORE “Huck Finn”

Googling

AFTER “Deep Sea Trawler”

Googling

Recap and Wrap-Up Search String Lesson Why Important? Key Tips

Search strings are words you type

into Google search box.

Strings find info for critical life

decisions.

Improve your search strings and

you’ll improve your life.

Search tagging is adding context

words in search string.

The more info you provide Google,

the more relevant info it can deliver.

Use time, geo and industry-tagging

to boost relevancy.

Search intentioning is spelling out

what you want and why you want it.

Being open and transparent about

your wants = better Google results.

Be specific as possible and use up

to 32 keywords in search string.

Search filtering is sorting results

by phrase, filetype and domains.

Filtering allows you to “deep dive”

Google and slice & dice results.

Double quotes for phrases; Use

filetype: and site: commands.

X-Ray searching is scanning one

specific website.

You can uncover results not found

in website’s own search engine.

Use site:url command; use filetype:

to look for specific digital objects.

Word baiting and trolling is

creatively using language to search.

Nimble use of language can “catch”

fresh results.

Use synonyms, singular and plural,

misspellings, write in question form.

Mentalist searching is scanning

hidden web elements.

You can uncover web patterns and

connections overlooked by others.

Use commands link:url,

intitle:keywords and inurl:keywords.

Google hacking is searching for

sensitive information on Google.

The techniques can reveal

confidential & personal info online.

“My visa number is *”

“secret password” filetype:xls

Keyword nerding is generating

fresh search ideas.

Using new keywords allows you to

search from fresh angles.

Use the Google Keyword Tool at

http://bit.ly/googlekeywordtool

Peripheral visioning refers to

searching in “real world.”

Internet contains only a tiny fraction

of world knowledge.

Gather info through email

exchanges, personal meetings.

Recap and Wrap-Up

• You now know how to pull and tighten your “strings” … Google search strings.

• You’re about to start a string of good luck … in your online discovery.

• You can now gather more and better info on Google … no strings attached.

Google Power Search Strings Advanced Internet Research Techniques Part II

(follow up to September 15, 2011 webinar)

Garrett Wasny, MA, CMC, CITP/FIBP

http://www.garrettwasny.com | gw@garrettwasny.com