campaigns : Campaign Archive

Sorry, I’ve been swamped the last couple months and have not done a very good job of getting my own Debunker newsletter out. But I’m back. In my last Debunker I critiqued a very good web site--but then asked Nina Vaught, one of only a few hundred certified web “usability” experts on the globe, to take a look at the same site from her unique perspective. I learned a lot, as did Wholesale Furniture Brokers (which has already made some site changes) and hope that you will too. See Nina’s usability analysis that focuses on the user’s expectations when visiting a site—illustrating how even good sites can always improve. And if you’re interested in a usability analysis of your site (or other content and search engine marketing), please let me know.

Do you use a search engine fairly regularly? They are great things but still raw, nascent tools—that are continuing to improve. One of the latest trends is so-called “tag” sites like www.wink.com (that actually using rankings based on users’ input). Still, Wink and others have a long way to go to catch up with Google, Yahoo, MSN, Ask Jeeves, Earthlink, etc. In the meantime, you can find a lot better information online, a lot faster if you learn a few basic things about how to use your favorite search engine(s) better.

Walter Mossberg and Katherine Boehret of the Wall Street Journal inspired this Debunker, and a lot of the ideas are taken from their December 28, 2005 article, “What You Should Know About Web Searches.” I use search engines a ton (researching information about clients, prospects, their competitors; finding things to purchase online or just for just for fun to learn something new)—and do a lot of search engine marketing for clients. Mossberg and Boehret taught me a few new things, and I checked out a bunch of other pretty cool, helpful hints that search engines can do at http://www.google.com/features.html and http://tools.search.yahoo.com/shortcuts/ : perform math calculations and currency conversions; provide immediate sports scores and give you the time anywhere in the world; find cheapest gas prices; track packages, etc,

Use multiple, descriptive words: preferably 2, 3, 4 (or more if necessary) words to provide as much context as possible to focus your search. For example, if you need several hundred (or more) really, unique binders for your company’s next, really important client conference, don’t type in just “binders” or even "3-ring binders." Rather type in “custom binders” or “custom binder” or or "customer 3-ring binders" or “custom leather binders” etc.

Note that when searching, you do not need to worry about capitalization or adding the word “and” putting in words like “and” “where,” “the” “how” “of” etc in your search. If one of those words is critical to your search put a space and “+” sign then the word. The order of your search terms can impact your search results (but I’ve found, not that dramatically).

Use quotes to indicate specific exact words in your phrase, in that exact word order. This is very useful e.g. if you are looking for a name of a song, book, poem, movie, famous phrase, articles, song lyrics etc, etc. (in particular, one that may include one or more generic words)—and then you can combine that with e.g. the author’s name, movie name, etc. outside of the quotes. If you’re interested in finding Jamie O’Hara’s own version of his song “The Cold Hard Truth,” type that in quotes and then type “Jamie O’Hara” (that doesn’t need to be in quotes) Then, if you’re on Google and interested in buying it, hit the Froogle button to find new and used copies Jamie's version of his hit song.

Use negative terms to further narrow your searches--if one of your search term words could have different meanings (and you want to exclude one) or if you want to exclude a subset of information. For example, I have an unusual last name “Ranseen.” If I’m curious about how many other Ranseen listings are online and want to exclude my own name, I’d type “Ranseen” then put a space a “-“ sign and “Tom” without quotes. (A lot of the listings are for my brother who has written extensively in the area of neuro-psychology).

Use Local Search. If you need to find something in your geographic area, type in the product or service, the location (either city, state or ZIP). Then on Google or Yahoo to get quick information, hit the Local button. On Google you’ll get a map, and if you hit any of the links, you’ll get a web site and phone number as well. For example if I need a limousine for Valentine’s Day, I might type in "limo" or "limousine" and “Nashville” or “Brentwood” (where I live), then hit the Local button to the listings that I need.

Use the pay or sponsored listings as well as the non-sponsored listings. Once you’ve hit the submit button for your search phrase, the search ranking page will return both “sponsored” and “non-sponsored” listings. “Sponsored” or pay listing are how Google and YahooSearch (Overture) have made zillions of dollars—enabling companies of any size and type to bid on “keyword” searches--and thus be ranked highly. On Google and Yahoo sponsored listings appear at the top of the search page in color and/or on the right side (and sometimes at the bottom in color as well). More and more surfers are realizing that the “pay” listings often get them to a lot better sites than the “free” or non-sponsored listings—depending on what you are searching for. Plus you get a concise snippet about the page you’re going to. Pay listings are especially useful when you are investigating business services or products to purchase. Don’t overlook the pay listings when you're searching online.