by John Jantsch
reprinted with permission from Duct Tape Marketing Newsletter
I thought I would bring you something a little different in this issue. Instead of an article, this week's feature is more a resource guide.
Google has lots of ways for you to use their search engine technology to keep up on your industry, your keywords and your competition by creating custom searches pegged to shortcut phrases.
Once you master a few of these tricks you can use them to speed up all your product and competitive research by focusing on what's under the hood on those sites that might be doing a little better in the search engines than you or digging a little deeper to find only specific types of documents.
Here's a handy guide that will turn you into a Google expert. Place the shortcut word, such as related followed by a colon and your search term of web site address you want to search.
Google Shortcut Finds Pages That Have...
site:(search only one website) site:ducttapemarketing.com referrals
link:(find linked pages) link:www.ducttapemarketing.com
info: (find info about a page) Info:www.ducttapemarketing.com
related: (related pages) related:www.ducttapemarketing.com
cache: (view cached page) cache:ducttapemarketing.com
filetype:(search for specific filetype) marketing filetype:ppt
allintitle: (search keywords in page title) allintitle:public relations
inurl:(restrict search to page URLs) inurl:smallbusiness
site:.edu (specific domain search) site:.edu, site:.gov, site:.org, etc.
site:country code (search to country) site:.au marketing coach
intext:(search for keyword in body text) intext:blogging
allintext: (words specified in body text) allintext:duct tape
Here's a great place to start using this information. The title of a web page (the name of an individual page that shows up in the browser when you go to a page is called the title) is very important when it comes to Google's page indexing. Many people waste this important element by giving the title of a page the name of the company or home page. Smart marketers use very important keyword rich terms as titles for every page.
Try it yourself - search Google for a term like "small business marketing." Make note of the sites that show up on page 1. Now do a shortcut search for the same, but limit the search to specific words that appear in the title tags by putting this in a Google search - allintitle:small business marketing. Do this and you will find that a number of the sites that appear in the organic listings for the search also have that term in their title.
Related article: Using Keyword Research to Increase Web Traffic
John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide published by Thomas Nelson.
He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting DuctTapeMarketing.com