Search Engine Traffic Guide

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Google Sniper Summary


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Subject directories and search engines

What if you don't know what information is out there, or where it is located In general, there have been two different approaches to searching for information on the World Wide Web - subject directories and search engines. However, like everything else in the online universe, the clear-cut division between subject directories and search engines is changing. Many newer searching tools include both. Search engines, on the other hand, are software programs that consist of comprehensive indexes of the Internet. One of the most popular of these, Google, is rapidly becoming a verb as well (as in, google it ). However, there are many others. You can find a catalog of them, listed by category, at . Their (nearly impossible) goal is to index every word of every Web page in their databases, but even the biggest search engines index only 60-80 of the Web (Gould, 1998). Search engine databases are created by computer programs - variously called robots, spiders, webcrawlers, or worms -that work...

Know the difference between a search engine and a directory

A search engine lets you seek out specific words and phrases in Web pages. A directory is more like a subject catalog in the library-- a human being has determined the main point of a Web page and has categorized it based on a classification scheme of topics and subtopics used by that directory. Many of the search engines have also developed browsable subject catalogues, and most of the directories also have a search engine, so the distinction between them is blurring. See the links to Web directories (p. 51) and to sources which have done evaluations of the various features of Web directories and search engines

Understand how search engines work

Search engines are software tools that allow a user to ask for a list of Web pages containing certain words or phrases from an automated search index. The automated search index is a database containing some or all of the words appearing on the Web pages that have been indexed. The search engines send out a software program known as a spider, crawler or robot. The spider follows hyperlinks from page to page around the Web, gathering and bringing information back to the search engine to be indexed. Most search engines index all the text found on a Web page, except for words too common to index, such as a, and, in, to, the and so on. When a user submits a query, the search engine looks for Web pages containing the words, combinations, or phrases asked for by the user. Engines may be programmed to look for an exact match or a close match (for example, the plural of the word submitted by the user). They may rank the hits as to how close the match is to the words submitted by the user. One...

Divide web content by task

Breaking up task-based information into a single web page for each task is the best way to help web users get just the content they need. Of course, you also need a good search engine and a good navigation structure to allow your site visitors to quickly find the right web page.

Wildcards and truncation

This involves substituting symbols for certain letters of a word so that the search engine will retrieve items with any letter in that spot in the word. The syntax may allow a symbol in the middle of a word (wildcard) or only at the end of the word (truncation). This feature makes it easier to search for related word groups, like woman and women by using a wildcard such as wom*n Truncation can be useful to search for a group of words like invest, investor, investors, investing, investment, investments by submitting invest rather than typing in all those terms separated by OR's. The only problem is that invest* will also retrieve investigate, investigated, investigator, investigation, investigating. The trick, then is to combine terms with an AND such as invest* AND stock* or bond* or financ* or money to try and narrow your retrieved set to the kind of documents you're looking for.

Visual and written texts

One thing that you might have noticed when you were doing your web searches was the way in which web pages make use of a combination of visual and written material in order to present their message. This is obviously one important way in which web pages differ from more traditional published texts, which often rely rather heavily on the written word. When you come to write your assignments you may also find yourself using a combination of text and visual elements. Look back to the example of collaborative writing in the case study at the beginning of this chapter. The writers relied on photographs to do a lot of the work that one might normally expect writing to do. Because they used a picture of the square they did not need to use the written text to describe the scene in as much detail. The words and the photograph worked together to create the background for the collaborative assignment. When you use visuals you may be able to rely on the visual to do some of the work that writing...

Statistical Backups and Comparisons

You need to place your data within the range of data known about the problem in general. It is good to compare your community's problem to the problem in the state and the nation. The Internet is an extremely valuable tool to get state and national statistics. Use a good search engine like Google (, enter keywords or a brief phrase of the information you want, and you will surely find it if any agency or organization collects that data.

Evaluate Web entries carefully

When using terms in a subject directory, you will usually get only relevant titles. When using terms in a search engine, you should expect a mixture of relevant and irrelevant titles. If you were searching for Wasps OR Bees using a search engine, which of the above titles would probably be retrieved but have little to do with them 6. When you search one of the better subject directories, you search not only titles but annotations written by a staff person. Which of the above titles would be missed by a search engine using the keywords Wasps OR Bees, but might contain relevant information that would be retrieved by a good subject directory


The SBI process makes success so simple, so attainable you build your site, we host it, traffic grows. No HTML, FTP, CGI, graphic or programming skills are needed. No Search Engine expertise is required. You get all the tools you need to build, market, and manage your site effectively, all in one place. SBI is also compatible with the leading HTML Editors, if you prefer to build Web pages using your familiar and favorite editor.


The main point, though, is that you create truly excellent, high-value content that delivers what your reader sought at the Search Engines. See It happened again By writing about a niche that you know and love, the content is easy. Reach targeted traffic in a reputable fashion (ex., visitors find you via the Search Engines).

Many site visitors are landing inside your site

But many web users bypass those pages. In fact, on many web sites, more site visitors come through an external search engine than through the home page. That's a reality. You have to assume that your Pages like this give people no clue as to what site they are on, where in that site they are, or how to get to the home page or to anywhere else in the site. Sites with pages like these are losing great opportunities to share all the other wonderful information or products they have with site visitors who come directly from an external search engine.

Full text of a document

Searching full text documents gives you a good chance of retrieving the document you want, provided you can think of some key words and phrases which would have been included in the text. The problem is retrieving too many documents when you're looking for something particular, because common words and concepts can appear in documents irrelevant to your topic. This is one of the problems with internet search engines which index the full text of Web pages. The more skilled you can become in your use of search syntax, the greater will be your success in finding relevant information in a full text database.


The 2 that succeed on the Net build targeted, interested traffic by providing the type of high value content that their visitors are searching for and that the Search Engines like. These smart business owners PREsell ( warm up their visitors) through excellent content about a profitable niche theme related to the concept of their product or service (or the ones they represent). As a result, these PREsold visitors are more open to their sales offers and convert more quickly into enthusiastic customers.

Boolean logic

Boolean logic allows the use of AND, OR and NOT to search for items containing both terms, either term, or a term only if not accompanied by another term. The links below and all the Web search engines search help have a lot of good examples of Boolean logic. Tip NOT can be dangerous. Let's say you want to search for items about Mexico, but not New Mexico, so you use NOT to exclude the word New from your retrieved set. This would prevent you from retrieving an article about New regulations in Mexico because it contained the word New, though that wasn't what you intended.

Keeping Information

It would be more useful these days to have a less bulky electronic system. It would be nice to look up topics (with a key-word system) and to print out the relevant papers when required. Google Scholar provides an example, but it does not have the selectivity or permanence of my paper system, and it is a bit hit and miss. And, as noted above, different search engines have different strengths in this respect. New technology presents an additional problem. It is now easier to locate materials using the World Wide Web and specific search engines, but there is far more of it. This means that the materials required for storage are going to be more bulky if they are printed out (although this can be reduced by printing only the abstracts and keeping the URL).

Check your facts

For example, Wikipedia is a great community resource - but anyone can edit it, so the facts may not be right. Search engines may find the most frequently visited sites, but that doesn't guarantee the credibility of the information on those sites. Just because you read the same information over and over on different sites does not necessarily mean it is true. The sites could all be copying each other or the same original site.

Join the Who Succeed

Online, you must generate your own traffic to be successful. Your primary task -well before you make your first sale or contract to a customer (often well before that person is even aware that s he is shopping ) -- is to provide the information (i.e., high value content) that people are searching for, in a way that the Search Engines like. An effective Theme-Based Content Site will be searched-and-found by prospective customers -- a number that will increase steadily as your site gains in reputation and relevance at the Search Engines. Simply put, you will be building a site that works for you, not the other way around


URL is short for ' universal resource locator'. It is the address that you type in when you are looking for a particular website. For example, http will take you to the website of the Open University, UK. If you do not know the URL you can use a search engine like Google, Yahoo or Lycos, to search for the name of the site. The name will usually be displayed with the URL. You can then click on the URL to get to the site.

On the internet

Choose a search engine and make sure you know its search syntax (see Skills for Online Searching, p.40). Do a couple of quick, preliminary searches to test how easy or tough it's going to be to get quality information on your topic. Construct an appropriate search term or phrase and try it. Let the engine search the whole Web and see how many hits you get, then quickly scan the first few pages of hits. Try adjusting your search term using Boolean operators, synonyms or truncation and run it again--count the hits and look at the first few pages. Evaluate your quick searches. If you get many thousands of hits with the terms you used, and the first few pages of hits have a lot of items unrelated to your topic, then look at the advanced search features of the engine you're using to see if you can focus the search better. In the search engines which also include subject classifications, you may be able to limit your search to a particular subject area. Review your search terms in light of...

Field searching

All database records are divided up into fields. Almost all search engines in CD-ROM or online library products and the more sophisticated Web search engines allow users to search for terms appearing in a particular field. This can help immensely when you're looking for a very specific item. Say that you're looking for a psychology paper by a professor from the University of Michigan and all you remember about the paper is that it had something about Freud and Jung in its title. If you think it may be on the Web, you can do a search in Alta Vista, searching for Freud AND Jung and limit your search to the domain, which gives you a pretty good chance of finding it, if it's there.

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