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Google 70-20-10

   a presentation by
Patrick Douglas Crispen
    NetSquirrel.com
   Google’s Goal

   Organize the world’s
 information and make it
universally accessible and
          useful
                    Source: Google Factory Tour
How Google Spends Its Time and
          Resources
               • 70% Core: Search and
                 Ads
                 – Examples: Crawling,
                   Ranking, AdWords,
                   Toolbar, AdSense
               • 20% Related:
                 Extensions of Core
                 Search
                 – Examples: News,
                   Froogle, GSA, Desktop,
                   Local, Gmail and other
                   communication projects
               • 10% Exploratory
                 – Examples: Picasa,
                   Keyhole, Orkut

                       Source: Google Factory Tour
The Google Bulls eye




             Adapted from: Google Factory Tour
The Google Bulls eye




             Adapted from: Google Factory Tour
The Google Bulls eye




             Adapted from: Google Factory Tour
                  Our Goals
• Google 201:
  – Learn how Google really works.
  – Discover some Google secrets no one ever tells you.
  – Play around with some of Google’s advanced search
    operators.
• Google 301:
  – Discover the ―core plus more‖ including some brand new
    Google tools and sites
  – Find out what Google has in store for us in the future
• Find out where to get more Google-related help
  and information.
• DO ALL OF THIS IN ENGLISH!
    Part One:
How Google REALLY
     Works
 Or, at least, how I think
  Google really works.
     One Word of Warning
• For obvious reasons, the folks at Google
  would rather the Wizard of Oz stay behind
  the curtain, so to speak.
• So, what you are about to see on the next
  few slides are just plain guesses on my
  part.
• And, my guesses are probably completely
  wrong! But they’re pretty. And that’s all
  that matters.
  Another Word of Warning
• I also need to warn you that my guesses
  use a little bit of algebra, but I promise it
  is simple algebra.
  – Well, there is one intimidating-looking
    equation, but we’ll get to that in a bit.
• Just remember that, in this case, X > Y >
  Z, and there can be different values for
  each variable (X1 > X2 … > Xn.)
• I’ve lost you already, haven’t I?
How Google Works -
     Phrases
                         • When you search for
                           multiple keywords,
                           Google first searches
                           for all of your
                           keywords as a phrase.
                           I think.
                         • So, if your keywords
                           are disney
                           fantasyland
                           pirates, any pages
                           on which those words
  Image source: Google     appear as a phrase
                           receive a score of X.
                                Source: Google Hacks, p. 21
How Google Works -
    Adjacency
                         • Google then
                           measures the
                           adjacency between
                           your keywords and
                           gives those pages
                           a score of Y.
                         • What does this
                           mean in English?
                           Well …
  Image source: Google

                               Source: Google Hacks, p. 21
     How Adjacency Works
A page that says
  ―My favorite Disney attraction, outside of
  Fantasyland, is Pirates of the Caribbean‖
will receive a higher adjacency score than a page
that says
  ―Walt Disney was a both a genius and a
  taskmaster. The team at WDI spent many
  sleepless nights designing Fantasyland. But
  nothing could compare to the amount of
  Imagineering work required to create Pirates
  of the Caribbean.‖
     How Google Works -
          Weights
• Then, Google measures the number
  of times your keywords appear on
  the page (the keywords’ ―weights‖)
  and gives those pages a score of Z.
• A page that has the word disney
  four times, fantasyland three times,
  and pirates seven times would
  receive a higher weights score than a
  page that only has those words once.

                          Source: Google Hacks, p. 21
You Still
With Me?
      Putting it All Together
• Google takes
  –   The phrase hits (the Xs),
  –   The adjacency hits (the Ys),
  –   The weights hits (the Zs), and
  –   About 100 other secret variables
• Throws out everything but the top 2,000
• Multiplies each remaining page’s individual
  score by it’s ―PageRank‖
• And, finally, displays the top 1,000 in
  order.
             PageRank?
• There is a premise in higher education
  that the importance of a research paper
  can be judged by the number of citations
  the paper has from other research papers.
• Google simply applies this premise to the
  Web: the importance of a Web page can
  be judged by the number of hyperlinks
  pointing to it from other pages.
• Or, to put it mathematically [brace
  yourself – the next slide contains the
  intimidating-looking equation I warned
  you about] …
                             Source: Google Hacks, p. 294
    The PageRank Algorithm
                       PR(T1)        PR(Tn) 
PR( A)  (1  d )  d 
                       C (T1)  ...        
                                             
                                     C (Tn) 
Where
•   PR(A) is the PageRank of Page A
•   PR(T1) is the PageRank of page T1
•   C(T1) is the number of outgoing links from the page
    T1
•   d is a damping factor in the range of 0 < d < 1,
    usually set to 0.85
                                        Source: Google Hacks, p. 295
   You Can Start Breathing
           Again
• I promise there are no more equations in
  this presentation.
• I just wanted to show you that the
  PageRank of a Web page is the sum of the
  PageRanks of all the pages linking to it
  divided by the number of links on each of
  those pages.
  – A page with a lot of (incoming) links to it is
    deemed to be more important than a page
    with only a few links to it.
  – A page with few (outgoing) links to other
    pages is deemed to be more important than a
    page with links to lots of other pages.
                                  Source: Google Hacks, p. 295
     Part One: In Summary
• Google first searches for your keywords as a
  phrase and gives those hits a score of X.
• Google then searches for keyword adjacency and
  gives those hits a score of Y.
• Google then looks for keyword weights and gives
  those hits a score of Z.
• Google combines the Xs, the Ys, the Zs, and a
  whole bunch of unknown variables, and then
  weeds out all but the top 2,000 scores.
• Finally, Google takes the top 2,000 scores,
  multiplies each by their respective PageRank, and
  displays the top 1,000.
• I think.
     Part Two:
Search engine math
I said ―no more equations.‖ I
 didn’t say ―no more MATH!‖
   Google rule #1

    Be specific ...
because if you aren’t
specific, you’ll end up
   with a bunch of
       garbage!
  Google rule #2

Use quotes to search
    for phrases.

“patrick crispen”
  Google rule #2a

Use dashes between
words to also search
    for phrases.

 patrick-crispen
              Source: http://tinyurl.com/cpcdg
      Google rule #3

     Use the + sign to
  require an exact match.
     [Well, not really.]

“patrick crispen” +tourbus
      Google rule #4

     Use the - sign to
         exclude.

“patrick crispen” -tourbus
         Google rule #5

Combine symbols as often as
  possible (see rule #1).

“patrick crispen” –tourbus +pepperdine
    Part Two: In Summary
1. Be specific ... because if you aren’t
   specific, you’ll end up with a bunch of
   garbage!
2. Use quotes [or dashes] to search for
   phrases.
3. Use the + sign to require. [Well, not
   really.]
4. Use the - sign to exclude.
5. Combine symbols as often as possible
   (see rule #1).
     Part Three:
More Stuff No One Tells
         You
  Google’s shocking secrets
          revealed!
Google’s Boolean Default
         is AND
   But there are ways to get
         around that.
    Boolean Default is AND
• If you search for more than one keyword
  at a time, Google will automatically search
  for pages that contain ALL of your
  keywords.
• A search for disney fantasyland
  pirates is the same as searching for
  disney AND fantasyland AND pirates
• But, if you try to use AND on your own,
  Google yells at you.

                    Source: http://www.google.com/help/basics.html
                 Phrases
• To search for phrases, just put your
  phrase in quotes.
• For example, disney fantasyland
  “pirates of the caribbean”
  – This would show you all the pages in Google’s
    index that contain the word disney AND the
    word fantasyland AND the phrase pirates
    of the caribbean (without the quotes)
• By the way, while this search is technically
  perfect, my choice of keywords contains a
  (deliberate) factual mistake. Can you spot
  it?

                    Source: http://www.google.com/help/refinesearch.html
                 Arr, She Blows!
                                       • Pirates of the
                                         Caribbean isn’t in
                                         Fantasyland, it’s in
                                         Adventureland in
                                         Orlando and New
                                         Orleans Square in
                                         Anaheim.
                                       • So searching for
                                         disney AND
                                         fantasyland AND
                                         “pirates of the
                                         caribbean” probably
                                         isn’t a good idea.
Image source: http://www.balgavy.at/
              Boolean OR
• Sometimes the default AND gets in the
  way. That’s where OR comes in.
• The Boolean operator OR is always in all
  caps and goes between keywords.
• For example, an improvement over our
  earlier search would be disney
  fantasyland OR “pirates of the
  caribbean”
  – This would show you all the pages in Google’s
    index that contain the word disney AND the
    word fantasyland OR the phrase pirates of
    the caribbean (without the quotes)

                   Source: http://www.google.com/help/refinesearch.html
Three Ways to OR at Google
• Just type OR between keywords
  – disney fantasyland OR “pirates of the
    caribbean”
• Put your OR statement in parentheses
  – disney (fantasyland OR “pirates of the
    caribbean”)
• Use the | (―pipe‖) character in place of
  the word OR
  – disney (fantasyland | “pirates of the
    caribbean”)
• All three methods yield the exact same
  results.
                               Source: Google Hacks, p. 3
                   OR, She Blows!
                                           • Just remember,
                                             Google’s Boolean
                                             default is AND
                                           • Sometimes the
                                             default AND gets in
                                             the way. That’s
                                             where OR comes in.




Image source: http://www.phil-sears.com/
Capitalization Does NOT
         Matter
    The old AltaVista trick of
 typing your keywords in lower
  case is no longer necessary.
        How Insensitive!
• Google is not case sensitive.
• So, the following searches all yield
  exactly the same results:
  disney   fantasyland    pirates
  Disney   Fantasyland    Pirates
  DISNEY   FANTASYLAND    PIRATES
  DiSnEy   FaNtAsYlAnD    pIrAtEs


                   Source: http://www.google.com/help/basics.html
Google Used to Have a
  Hard Limit of 10
      Keywords
 Bet you didn’t know THAT!




                    Source: Google Hacks, p. 19
   Google’s 10 Word Limit
• Until recently, Google wouldn’t
  accept more than 10 keywords at a
  time.
  – Any keyword past 10 was simply
    ignored.
• Google now accepts up to 32
  keywords.
  – Stick with 10.

                            Source: Google Hacks, p. 19
   Google Supports
Stemming and Wildcard
      Searches!
  When you wish upon a *.
  Stemming and Wildcards
• Wildcards are characters, usually asterisks
  (*), that represent other characters.
• For example, some search engines
  support a technique called ―stemming.‖
  – With stemming, you search for something like
    pirate* and the search engine shows you all
    the pages in its database that contain variants
    of the word pirate – pirates, pirated, etc.
• But, did you notice I said ―some search
  engines?‖
    Google and Stemming
• Google doesn’t require a wildcard to stem.
• When appropriate, Google automatically
  searches not only for your search terms
  but also for words that are similar to some
  or all of those terms.
• A search for pirate life for me will also
  automatically include hits for
  – pirate’s life for me
  – pirates life for me
  – Pirated life for me
• You can turn off stemming with a + or
  quotes, but not always.
                     Source: http://www.google.com/help/basics.html
    Google and Wildcards
• As for wildcards, Google doesn’t offer
  stemming wildcards but rather offers
  ―full-word‖ wildcards.
• For example, if you search Google
  for it’s +a * world, Google shows
  you all of the pages in its database
  that contain the phrase ―it’s a small
  world‖ … and ―it’s a nano world‖ …
  and ―it’s a Linux world‖ … and so on.

                           Source: Google Hacks, p. 37
                   it’s +a * world
                                            • Most of the hits are
                                              phrases because
                                              that’s what Google
                                              looks for first.
                                            • Oh, and I defy you
                                              to get that song
                                              out of your head!

Image source: http://themeparksource.com/
   Wildcards and the Word
            Limit
• Google doesn’t count wildcards toward the
  32 word limit.
• For example, Google thinks that though *
  mountains divide * * oceans * wide
  it's * small world after all is
  exactly 10 words long.




                              Source: Google Hacks, p. 19
        Fun with Wildcards
• Just for grins, try searching for * *
  – This reportedly returns EVERYTHING in
    Google’s index, although I seriously doubt
    that.
• You can also use wildcards to write poetry.
  – Write down the first line on paper.
     • It’s a world of laughter, a world of tears.
  – Find a word that rhymes with the last word.
     • Tears > Fears
  – Search Google for the next line using
    wildcards.
     * * * * * * * * fears.

                    Source: http://tinyurl.com/cpcdg and http://tinyurl.com/7sjfs
The Order of Your
Keywords Matters
 A me life for pirate’s?
How Google Works
                        • When you conduct
                          a search at Google,
                          it searches for
                          – Phrases, then
                          – Adjacency, then
                          – Weights.
                        • Because Google
                          searches for
                          phrases first, the
                          order of your
 Image source: Google     keywords matters.
                              Source: Google Hacks, p. 20-22
For Example
       A search for disney
       fantasyland
       pirates yields the
       same number of hits
       as a search for
       fantasyland
       disney pirates,
       but the order of
       those hits –
       especially the first
       10 – is noticeably
       different.
  Part Three: In Summary
• Google’s Boolean default is AND.
• Capitalization does not matter.
• Google has a hard limit of 32
  keywords.
• Google supports stemming and
  wildcard searches.
• The order of your keywords matters.
    Part Four:
 Advanced Search
    Operators
Beyond plusses, minuses,
ANDs, ORs, quotes, and *s
     How Google Finds New
            Pages
                                        •   Google has special
                                            programs called
                                            spiders (a.k.a. ―Google
                                            bots‖) that constantly
                                            search the Internet
                                            looking for new or
                                            updated Web pages.
                                        •   When a spider finds a
                                            new or updated page,
                                            it reads that entire
                                            page, reports back to
                                            Google, and then visits
                                            all of the other pages
                                            to which that new page
                                            links.
Image source: http://www.disobey.com/
      Paging Miss Muffet
• When the spider reports back to
  Google, it doesn’t just tell Google the
  new or updated page’s URL.
• The spider also sends Google a
  complete copy of the entire Web
  page – HTML, text, images, etc.
• Google then adds that page and all
  of its content to Google’s cache.
               So What?
• When you search Google, you’re actually
  searching Google’s cache of Web pages.
• And because of this, you can search for
  more than text or phrases in the body of a
  Web page.
• Google has some secret, advanced search
  operators that let you search specific parts
  of Web pages or specific types of
  information.

                                Source: Google Hacks, p. 5
       Advanced Operators
Query modifiers           Other information needs
   • filetype:               • phonebook:
   • intitle:                • stocks:
   • inurl:                  • define:
   • site:
                             • Google Calculator
   • synonyms
                             • weather
Alternative query types
   • cache:                  • movies:
   • link:
   • related:
   • info:
 Query Modifiers

Stuff you can add to your
     regular searches
filetype:
           • filetype: restricts
             your results to files
             ending in ".doc" (or
             .xls, .ppt. etc.), and
             shows you only files
             created with the
             corresponding
             program.
           • There can be no space
             between filetype:
             and the file extension
           • The ―dot‖ in the file
             extension – .doc – is
             optional.

 Source: http://www.google.com/help/faq_filetypes.html
  Google’s Official Filetypes
• Adobe Portable              • Microsoft Excel (xls)
  Document Format             • Microsoft PowerPoint
  (pdf)                         (ppt)
• Adobe PostScript (ps)       • Microsoft Word (doc)
• Lotus 1-2-3 (wk1,           • Microsoft Works (wks,
  wk2, wk3, wk4, wk5,           wps, wdb)
  wki, wks, wku)              • Microsoft Write (wri)
• Lotus WordPro (lwp)         • Rich Text Format (rtf)
                              • Shockwave Flash
• MacWrite (mw)                 (swf)
                              • Text (ans, txt)

                    Source: http://www.google.com/help/faq_filetypes.html
 filetype:extension

 pirates filetype:pdf
pirates -filetype:pdf
intitle:
        • Using intitle:
          restricts the results to
          documents containing
          a particular word in its
          title.
        • There can be no space
          between intitle:
          and the following
          word.
        • You can also search
          for phrases. Just put
          your phrase in quotes.

 Source: http://www.google.com/help/operators.html
               Title?
<!DOCTYPE HTML PUBLIC "-//W3C//DTD
  HTML 4.01 Transitional//EN">
<html>
  <head>
     <title>
     Pirates of the Caribbean
     </title>
  </head>
  <body> ...
        intitle:terms

       intitle:pirates
pirates -intitle:”walt disney”
       A Quick Question
• What would happen if I searched for
  intitle:walt disney (without the
  quotes?)
• Google would look for every page
  with the world walt in its title AND
  the word disney somewhere in its
  body.
• Remember, the quotes are kind of
  important if you want to search for
  phrases using intitle:
inurl:
       • Using inurl:
         restricts the results
         to documents
         containing a
         particular word in
         its URL.
       • There can be no
         space between
         inurl: and the
         following word.
Source: http://www.google.com/help/operators.html
                           URL?
A URL is a uniform resource locator,
a string that uses a standard syntax
to identify an access protocol,
location, and identifier for a file or
other Internet resource.
– http://www.disney.com/
– http://www.google.com/
– ftp://wuarchive.wustl.edu/
– news:google.public.support.general

  Source: http://search400.techtarget.com/newsItem/0,289139,sid3_gci850,00.html
     inurl:term

     inurl:disney
pirates –inurl:disney
site:
       • Using site:
         restricts the results
         to those websites
         in a domain.
       • There can be no
         space between
         site: and the
         domain.



Source: http://www.google.com/help/operators.html
     site:domain

pirates site:disney.com
              Using site:
• You use site: in conjunction with another
  search term or phrase.
  pirates site:disney.com
• You can also use site: to exclude sites.
  pirates –site:disney.com
• You can use site: to exclude or include
  entire domains (and, like with filetype, the
  dot is optional).
  pirates –site:com
  pirates site:edu
• Use an OR search to include or exclude hits
  from multiple sites or domains.
Synonyms
         • Using ~ before a
           keyword tells
           Google to search
           for both that
           keyword and its
           synonyms.
         • There can be no
           space between ~
           and the keyword.


  Source: http://www.google.com/help/operators.html
  ~keyword

pirate ~treasure
Alternative Query Types

 Stuff you can use if you want
  to search without using any
           keywords
cache:
        • Using cache: shows
          the version of a web
          page that Google has
          in its cache.
        • There can be no space
          between cache: and
          the URL.
        • You can use cache: in
          conjunction with a
          keyword or phrase,
          but few do.

 Source: http://www.google.com/help/operators.html
  cache:URL

cache:disney.com
link:
       • Using link:
         restricts the results
         to those web pages
         that have links to
         the specified URL.
       • There can be no
         space between
         link: and the
         URL.


Source: http://www.google.com/help/operators.html
   link:URL

link:disney.com
related:
        • Using related:
          lists web pages
          that are "similar"
          to a specified web
          page.
        • There can be no
          space between
          related: and the
          URL.


 Source: http://www.google.com/help/operators.html
  related:URL

related:disney.com
info:
       • Using info:
         presents some
         information that
         Google has about a
         particular web
         page.
       • There can be no
         space between
         info: and the
         URL.
Source: http://www.google.com/help/operators.html
   info:URL

info:disney.com
Other Information Needs

  Did you know that Google can look up
      phone numbers, stock quotes,
   dictionary definitions, and even the
        answer to math problems?
phonebook:
          • There are two ways to
            use Google’s
            phonebook:
               – Just do a regular
                 search.
               – Use one of Google’s
                 phonebook commands.
          • Phonebook commands
            [in lowercase]:
               – phonebook: searches
                 the entire Google
                 phonebook.
               – rphonebook: searches
                 residential listings only.
               – bphonebook: searches
                 business listings only.
   Source: http://www.google.com/help/operators.html
 How to Use the Phonebook
• first name (or first initial), last name, city
  (state is optional)
• first name (or first initial), last name,
  state
• first name (or first initial), last name, area
  code
• first name (or first initial), last name, zip
  code
• phone number, including area code
• last name, city, state
• last name, zip code
   phonebook:Data

phonebook:disneyland ca
phonebook:(714) 956-6425
stocks:
        • If you begin a query
          with stocks: Google
          will treat the rest of
          the query terms as
          stock ticker symbols,
          and will link to a
          Yahoo finance page
          showing stock
          information for those
          symbols.
        • Go crazy with the
          spaces – Google
          ignores them!

 Source: http://www.google.com/help/operators.html
stocks:Symbol1 Symbol2 …

        stocks: msft
stocks: aapl intc msft macr
    define:
                • If you begin a query
                  with define: Google
                  will display definitions
                  for the word or phrase
                  that follows, if
                  definitions are
                  available.
                • You don’t need quotes
                  around your phrases.




Source: http://www.google.com/help/features.html#definitions
   define:term

    define:pirate
define:barbary coast
Google Calculator
                   • Simply key in what
                     you'd like Google to
                     compute (like 2+2)
                     and then hit enter.
                   • Google’s Calculator
                     can solve math
                     problems involving
                     basic arithmetic, more
                     complicated math,
                     units of measure and
                     conversions, and
                     physical constants.


   Source: http://www.google.com/help/features.html#calculator
             3+44
             56*78
       1.21 GW / 88 mph
   100 miles in kilometers
       sine(30 degrees)
  G*(6e24 kg)/(4000 miles)^2
   0x7d3 in roman numerals
 For instructions on how to use the Google Calculator, see
http://www.google.com/help/calculator.html
weather
        • Using weather
          presents the three
          to four day
          weather forecast
          for a particular US
          city.
        • You don’t need a
          colon in weather.



 Source: http://www.google.com/help/operators.html
  weather city
weather city state
weather zip code
  weather anaheim
weather irvine, ca
   weather 90210
movie:
        • Using movie:
          presents either
          movie show times
          in a particular city
          or information [like
          reviews] about a
          particular.
        • There can be a
          space between
          movie: and the
          keywords.
 Source: http://www.google.com/help/operators.html
movie:city and state [or zip]
    movie:keyword[s]

      movie: irvine,ca
       movie: pirates
       Advanced Operators
Query modifiers           Other information needs
   • filetype:               • phonebook:
   • intitle:                • stocks:
   • inurl:                  • define:
   • site:
                             • Google Calculator
   • synonyms
                             • weather
Alternative query types
   • cache:                  • movies:
   • link:
   • related:
   • info:
     Part Five:
The Rest of the 70%
Behind the Google homepage
Home Sweet Home
I’m Feeling Lucky
“Well, Do Ya … Punk?”
                  • The ―I’m Feeling
                    Lucky‖ button
                    takes you directly
                    to the first web
                    page Google
                    returns for your
                    query.
                  • You won’t see any
                    other search
                    results.
       Source: http://www.google.com/help/features.html#lucky
         Google bombing
• ―Google bombing‖ is an attempt to
  influence a certain page’s Google ranking.
• If enough people create web pages that
  use the same anchor text to point to the
  same web page [for example, if several
  hundred web pages linked the phrase
  ―cow poly‖ to www.auburn.edu], you can
  force that page to become Google’s first
  hit.
• And ―I’m Feeling Lucky‖ automatically
  takes you to that first hit.
Examples of Google bombs
• Three examples:
  – Failure
  – Great President
  – French Military Victories
• Is this Google’s fault? NO!
  – Google bombs AREN’T editorial
    statements by Google.
  – People are just ―gaming‖ PageRank.
  – ―Fixing‖ this would be a slippery slope.
Google’s “Hidden” Search
         Options
Hiding in Plain Sight
            To the right of the
            search box are
            three links
            practically no one
            has never noticed:
            – Advanced Search
            – Preferences
            – Language Tools
The Limitations of Advanced
          Search
              • Advanced Search is a
                one-shot deal.
                – You aren’t permanently
                  changing any of your
                  Google settings.
                – ―Search for this and
                  then forget these
                  settings the next time I
                  come back.‖
              • With a few exceptions,
                the ―advanced‖ stuff is
                just search engine
                math and advanced
                search operators.
    Advanced Search: Find
          Results




• You already know how do all of these on
  Google Homepage’s using search engine
  math!
• The only new thing is the number of
  results pull-down list in the upper right
  corner.
   Advanced Search: Other
          Options




• You [should] already know how to do file
  format, occurrences, and domain searches
  from the Google homepage.
• Most of the rest are self-explanatory.
   Usage Rights – No Filter
• Aren’t filtered by
  license = ―show
  me everything.‖
• This is a default
  Google search.
Usage Rights – Reuse Filter
• Allow some form of
  reuse = ―show me
  stuff I can reuse with
  restrictions.‖
   – You must attribute the
     work.
   – You cannot use the
     work for commercial
     purposes.
• See
  http://tinyurl.com/b24
  5b for more
  information.
     Usage Rights – Freely
            Modify
• Can be freely
  modified, adapted,
  or built upon =
  ―stuff I can reuse
  with attribution.‖
• See
  http://tinyurl.com/
  dtuu3 for more
  information.
Advanced Search v.
   Preferences
         • Advanced Search =
           ―search once using
           these settings.‖
         • Preferences =
           – ―Change the way
             Google works for
             me from here on
             out.‖
           – Changes every
             Google service you
             use, not just
             search.
       Google Preferences
• When you change your Google preferences,
  Google writes a cookie to your hard drive.
• Your Google preferences are ―permanent‖ until
  you:
  – Change your preferences.
  – Toss your cookies.
     • In Internet Explorer: Tools > Options > Delete Cookies
     • In Mozilla/Firefox: Tools > Options > Privacy > Clear
       Cookies.
  – Go to http://www.google.com.
     • The extra period at the end forces you to go to the English
       language version of Google.



                                    Source: Google Hacks 2nd Ed, p. 21
       Interface Language




• Interface Language lets you change the default
  language used to display the interface of every
  Google page you visit.
• Change the Interface Language to Chinese
  (Traditional), save your preferences, and watch
  what happens…
       Interface Language
           Limitations




• Notice the hits are still in English.
  – Google doesn’t translate the hits to your
    default language. Yet.
• The only thing that’s changed is the
  default language of Google’s interface.
 Using Interface Language
• This is great for foreign language
  immersion.
• This is also a WONDERFUL practical joke
  to play on a friend or colleague.
  – ―Hey, why is Google in PIG LATIN!?‖
• Remember, your Google preferences are
  ―permanent‖ until you:
  – Change your preferences.
  – Toss your cookies.
  – Go to http://www.google.com.
       Preferences: Search
            Language




Using Preferences, you can also ―permanently‖
force Google to search only pages written in a
specific language or languages.
   Preferences: SafeSearch
           Filtering




• Google's SafeSearch Filtering screens for sites
  that contain explicit sexual content and deletes
  them from your search results.
• By default, it only filters explicit images.
• To filter both images and text, choose ―Use strict
  filtering.‖

                    Source: http://www.google.com/help/customize.html#safe
   SafeSearch Minuses and
          Plusses
• No filter, even Google’s, is 100% perfect.
  – An image search for the name of the wife of a well-
    known actor with SafeSearch set to moderate or strict
    still returns inappropriate images.
• Search for one of the ―seven deadly words‖ with
  SafeSearch set to strict and it’s almost like
  searching for * *
  – Google does block the word.
  – But then Google returns way too many pages.
  – PageRank becomes the filter.
• Still, SafeSearch eliminates most inappropriate
  material from your searches.


                                      Source: http://tinyurl.com/7resl
         More Preferences




• Number of Results and Results Window are self-
  explanatory.
• Remember, your Google preferences are
  ―permanent‖ until you:
  – Change your preferences.
  – Toss your cookies.
Wait. There’s More!
           Language Tools




• Like Advanced Search, Language Tools is a one-
  shot deal.
• Use Language Tools if
  – You don’t want to permanently change your Interface or
    Search languages.
  – You want to translate text.
          Google Translate




• Using Language Tools, you can
  – Translate keyed in text from one language to another.
  – Translate a web page’s text from one language to
    another.
• Be looking for even more robust translation tools
  from Google in the not-too-distant future.
       Part Six:
     More Googles
Data mining for fun and profit
Remember the Miss Muffet
        Slide?
• When Google’s spiders report back,
  they send Google a complete copy of
  everything they find – HTML, text,
  images, etc.
• Google’s web search gets all of the
  attention – it consumes 70% of
  Google’s time and energy.
• But why not make the other stuff the
  spiders find searchable as well?
Google’s Goal, Restated

Organize the world’s information –
 not just web pages – and make
   that information universally
       accessible and useful


                      Adapted from Google Factory Tour
Google Image Search
      Behind the Scenes
• ―Hey, let’s take all these cached
  images and make them searchable.‖
• Two ways to get to Google Image
  Search
  – images.google.com
  – Go to Google [or Google Groups, Google
    News, Froogle, or Google Local/Google
    Maps] and click on the ―Images‖ link.
Using Google Image Search
• Search engine math works here as well.
• Check out Advanced Image Search [to the
  right of the search box] for special size,
  filetype, and coloration options.
• Beware of copyright!
  – Google cannot grant you any rights to use the
    images you find for any purpose other than
    viewing them on the web.
  – To reuse the images, contact the site owner
    and obtain the requisite permissions.
    Fun with Google Image
            Search
• Guess the
  keyword[s] I used
  to find this picture.
• There is even a
  free ―Guess the
  Google‖ Flash
  game at
  http://tinyurl.com/
  a8zgs
Google Groups [Beta]
       Behind the Scenes
• ―Hey, let’s take the Deja News archive of
  over one billion Usenet postings since
  1981 and make that searchable.‖
• ―And while we’re at it, let’s make it so
  people can create their own
  announcement lists, mailing lists, and
  public discussions as well.‖
• Two ways to get to Google Groups
  – groups.google.com
  – Click on the ―Groups‖ link on most Google
    sites.
           Use-WHAT?
Usenet
 – Internet-based bulletin board
 – Tens of thousands of theme-based,
   hierarchical newsgroups coving every
   topic imaginable
 – Anyone can read, post, or reply.
 – Huge collection of opinion, commentary,
   reviews, spam, and LOTS AND LOTS OF
   PORN!
 How Google Groups Works
• Google took an archive of Usenet
  posts and slapped a Google search
  engine on top of it.
  – Searching Google Groups is pretty much
    identical to searching Google.
  – Check out Advanced Group Search for
    some Google Groups-specific search
    operators.
• Wait. There’s more.
    The REALLY Cool Part
• Google Groups also lets you create
  your own [non-Usenet] groups.
• You can
  – Create your own private listervs.
  – Hold [and archive] your own online
    web- or email-based discussions.
• All you need is a free Google
  account.
  – If you don’t have one already, go to
    groups.google.com and click on ―Join.‖
   Signing up for a Google
          Account
• To create a Google Account:
  – Key in your email address.
  – Create a password.
  – Key in the captcha word [the squiggly
    ―completely automated public Turing test to
    tell computers and humans apart‖ word that
    appears on the page.]
  – Click on the ―Create my account‖ button.
  – Login to your email and verify your account.
• Then you can set up your first Google
  Group.
1. Click on Create a new
          group
2. Key in Your Group’s
     Information
3. Choose Who Can
    Participate
4. Add or Invite Members
5. Set the Default Subscription
             Type
6. PARTY!
      Google Groups Tips
• Search for a topic in the search box
  or browse for topics at the bottom of
  the Google Groups homepage.
• Click on the ―Groups Help‖ link to the
  right of the search box for
  instructions.
• Click on the ―Learn More about
  Google Groups‖ link under the search
  box for a list of new features.
Google News [Beta]
       Behind the Scenes
• ―Hey, let’s take news articles from
  4,500 online news sites and make
  them searchable.‖
• Two ways to get to Google News
  – news.google.com
  – Go to Google [or Google Groups, Google
    News, Froogle, or Google Local/Google
    Maps] and click on the ―News‖ link.
  How Google News Works
• Every 15 minutes, Google gathers stories
  from more than 4,500 English-language
  news sites.
• A computer program automatically
  arranges the stories by relevance and
  popularity.
  – Sound familiar?
  – There are no editors or human intervention.
  – Google’s algorithms run everything.
• And if you don’t want to browse the news,
  you can also search the news by
  keyword[s.]
            Source: http://news.google.com/intl/en_us/about_google_news.html
        Google News Tips
• Click on ―Customize this page‖ to change
  the default layout [via a cookie.]
• Google News archive only goes back 30
  days.
  – Use the regular Google for older searches.
  – “Copyright * The Orange County Register”
    Disneyland
• Scroll to the bottom of the Google News
  homepage for links to international
  versions of Google News.
                         Source: Google Hacks, 2nd Ed, p. 60-61
Froogle [Beta]
       Behind the Scenes
• ―Hey, let’s take all these cached web
  pages on which merchants are trying to
  sell stuff and make those pages
  searchable.‖
• Three ways to get to Froogle
  – froogle.com
  – froogle.google.com
  – Go to Google [or Google Groups, Google News,
    Froogle, or Google Local/Google Maps] and
    click on the ―Froogle‖ link.
How Froogle Works




Adapted from: http://froogle.google.com/froogle/tour/index.html?promo=help
Google Local
        Hey, Wait a Minute!
• That’s Google MAPS, not Google LOCAL!
   – Google Maps and Google Local merged in October 2005.
• ―Hey, let’s take Telcontar’s NAVTEQ maps and
  the images we got when we bought Keyhole and
  make all of that searchable.‖
• ―And, while we’re at it, let’s throw in Google Local
  information as well.‖
• There are several ways to get to Google Local:
   – maps.google.com
   – local.google.com
   – Go to Google [or Google Groups, Google News, Froogle,
     or Google Local/Google Maps] and click on the ―Local‖
     link.
Search for an Address
Ooooh. Pretty. And
    Draggable.
Look! Up in the Sky!
The Best of Both Worlds
It’s a Small World After All.
More Uses for Google Local
• With Google Local, you can search
  for
  – Addresses.
  – Step-by-step driving directions.
  – Businesses or services.
• In or Near searches
  – ribs in anaheim
  – free wifi near irvine ca
Set Your Default Location
             • To set your default
               location:
               – Search for your
                 address.
               – Click on ―Set as
                 start location‖ in
                 the address
                 balloon.
             • Your default
               location is saved as
               a cookie.
  Sharing Your Discoveries
• Find something neat
  in Google Local – like
  a bridge that doesn’t
  connect – and want to
  share it with others?
• Click on ―Link to this
  page.‖
• Copy the URL in your
  browser’s address box
  and share it with
  others.
googlesightseeing.com
Even “More >>” Googles
The Hidden 20% [and 10%
          More]
           A Quick Caveat
• There are simply too many Google tools
  and services!
  – Imagine how many times you could say ―Hey,
    let’s take ___ and make it searchable!‖ if you
    had Google’s bank account!
• Instead of talking about each of Google’s
  tools and services in-depth [which would
  take DAYS], let’s just take a quick tour of
  what’s available and point you to where
  you can get some more information.
Google Alerts [Beta]
          Choose a topic and
          Google will automatically
          send you an email
          when:
           – New stories appear in the
             top ten results of a
             Google News search for
             your topic.
           – New web pages appear
             in the top twenty results
             of a Google search for
             your topic.
           – New posts appears in the
             top fifty results of a
             Google Groups search for
             your topic.
Google Answers
       • answers.google.com
       • Pay service [NOT free]
       • Ask a question.
       • Set a price you are willing
         to pay for the answer
         [starting at US$2.50.]
       • If your price is right,
         professional researchers
         will find an answer for you,
         usually within 24 hours.
       • Fun suggestion: browse
         the previously answered
         questions.
Blogger
    • blogger.com
    • ―Hey, now that we
      bought this blogging
      company, let’s let
      everyone create their
      own blog for free.‖
    • Check out ―Blogger
      Basics‖ at
      help.blogger.com for
      step-by-step
      instructions on how to
      get started.
         What Is a Blog?
• A weblog, or simply a blog, is a web
  application which contains periodic,
  reverse chronologically ordered posts
  on a common webpage.
• Blogs can be used as a
  – Personal journal or diary.
  – Class project page.
  – Bookmarks or links page.
  – Etc.
       Why blogs are cool
• They’re web-based.
  – There’s no client software to download and
    learn.
  – You can update your blog from any Internet-
    connected computer.
• They’re absurdly easy to use.
  – You DON’T have to know or use HTML.
  – You DON’T have to know or use FTP.
• They’re not solitary.
  – The community of blogs and bloggers make up
    a vast social network.
Why Blogger?
      • If you are interested
        in joining the
        blogosphere, Blogger
        is a great place to
        start.
        – It’s free.
        – It’s pretty easy.
      • You’ll be up an
        running in minutes
        and you’ll be an
        expert in a few hours.
Google Blog Search [Beta]
             • blogsearch.google.co
               m [or
               search.blogger.com]
             • Google search for
               EVERY blog that
               publishes an RSS or
               Atom feed [not just
               Blogger blogs.]
             • Pros: Updated much
               more frequently than
               Google’s regular
               search database.
             • Cons: Blog contents
               are frequently more
               opinion than fact.
Google Catalogs [Beta]
           • catalogs.google.com
           • ―Hey, let’s scan the full
             content of hundreds of
             mail order catalogs and
             make those pages
             searchable.‖
           • Key in a search term and
             Google’s search technology
             finds [and highlights] the
             search term[s] on the
             scanned catalog pages.
           • Click on ―Catalog Help‖ for
             more information.
Google Desktop [Beta]
           • desktop.google.com
           • ―Hey, let’s give
             Windows XP users a
             way to search both
             the web and inside of
             the files on their
             computers at the
             same time.‖
           • Free 1.3 MB Windows
             XP file you download
             and install
How Google Desktop Works
            • Google for your PC’s files
            • Indexes and searches the
              contents of your Word,
              PowerPoint, Excel,
              Outlook, IE, AIM, PDF, and
              Netscape files.
            • It’s private.
               – Google doesn’t put your
                 files on the internet or in
                 their master database.
            • If you often lose files on
              your computer, Google
              Desktop search is a
              godsend.
Google Directory
        • directory.google.com
        • Human-compiled
          directory of web pages
          organized by topic
          into categories [a la
          the old Yahoo
          directory.]
          – Netscape Open
            Directory Project
            database with a Google
            front end.
        • Human editors
          determine each page’s
          importance.
Google Earth [Beta]
          • earth.google.com
          • Processor- and video-
            card-intensive 11.2
            MB Windows 2000 or
            XP program that lets
            you
            – Zoom into a specific
              address or location from
              space.
            – Tilt and rotate the view
              to see 3D terrain and
              buildings.
Using Google Earth
         • Google Earth is a 3D
           Google Local/Google
           Maps with LOTS of
           extra features.
         • But you can still use it
           to search for
            – Addresses.
            – Step-by-step driving
              directions.
            – Businesses or services.
            – In or Near searches.
Google Mail [Beta]
         • gmail.com or
           mail.google.com
         • ―Hey, let’s give
           everyone a free email
           account with lots of
           storage and make that
           searchable.‖
         • 2,500+ megabytes of
           storage per account
         • By invitation only
           – Sign up via SMS
           – Search Google for ―free
             gmail invitations‖
          Gmail Benefits
• Gmail gives you so much storage space
  you may never need to delete any emails.
• Gmail automatically groups emails and
  their replies as threads.
• Gmail autosaves drafts every few minutes.
• You can import Outlook contacts into
  Gmail and output your Gmail contacts into
  other email programs and services.
• Check out http://mail.google.com/support
  for more information.
Google Mobile
       • mobile.google.com
       • Search Google on your
         web-enabled cell
         phone
          – Search the web
          – Search images
          – Do a local search
            [maps, driving
            directions, businesses,
            and services]
          – Search for web pages
            specifically designed to
            display on a cell phone.
       • Visit Google Mobile for
         step-by-step
         instructions.
Google Short Message Service
           [Beta]
              • sms.google.com
              • Don’t have a cell phone
                with a built in web
                browser?
              • If your cell phone can send
                and receive text messages,
                just send your queries as a
                text messages to 46645
                [GOOGL]
              • Scroll to the bottom of
                sms.google.com for an
                online demo, sample
                queries, and even a wallet-
                sized tip sheet.
Picasa
   • picasa.google.com
   • ―Hey, let’s give
     everyone a way to
     organize and fix their
     digital images.‖
   • Kind of Google’s
     version of Adobe
     Photoshop Elements
   • Free 4 MB Windows
     2000 or XP file
   • Click on ―Take a tour
     of Picasa‖ for more
     information.
Google Print [Beta]
          • print.google.com
          • ―Hey, let’s take a
            millions of books and
            make them
            searchable.‖
             – Google Print Publisher
               Program is digitizing
               books authorized by
               publishers.
             – Google Print Library
               Project is digitizing the
               collections of several
               major libraries.
          • Publishers have filed
            lawsuits to stop
            Google Print.
            Why Cache?
• To understand the purpose of Google
  Print, you have to understand the purpose
  of Google’s cache.
• Google bots collect copies of ―stuff‖ they
  find on the web: HTML, text, images, etc.
• That stuff is added to Google’s cache.
• Google indexes the cache of stuff to make
  it easier for you to find what you’re
  looking for.
        Cache or Credit?
• When you search Google, Google
  searches through its cache looking
  for matches.
• BUT, when you click on a link,
  Google DOESN’T point you to their
  cached copy of the stuff, they point
  you back to the original.
  – Exception: The cache: search operator
    which only works with HTML.
           The Fine Print
• Google Print caches the contents of
  scanned books.
• In response to a search query, you can
  browse the full text of public domain
  materials.
• BUT, for books under copyright, you can
  only see a few sentences on either side of
  the search term [for context] with links on
  where you can locate the book in a library
  or bookstore.
              Source: http://www.policybandwidth.com/doc/googleprint.pdf
Books Still in Copyright




      Source: http://print.google.com/googleprint/screenshots.html
Public Domain Books




    Source: http://print.google.com/googleprint/screenshots.html
  How Google Print Fits In
• Google’s goal is to ―organize the world’s
  information and make it universally
  accessible and useful.‖
• A lot of the world’s information—like the
  contents of books—aren’t universally
  accessible and useful, especially online.
• Google Print lets you search for terms
  inside of books and then points you to
  real-world locations like libraries and
  bookstores where you can view or
  purchase those books.
Using Google Print on
       Google
                 • Whenever books in
                   Google Print contain
                   content that matches
                   your search terms,
                   you'll see links to
                   those books under
                   Book Results at the
                   top of your search
                   results page.
                 • You can also use the
                   books about search
                   operator
                      – books about pirates
                      – books about google


       Source: http://www.google.com/help/features.html#book
Google Scholar [Beta]
                • scholar.google.com
                • Limits your searches to
                     –   Peer-reviewed papers
                     –   Theses
                     –   Books
                     –   Abstracts and articles
                • A great tool to search for
                  scholarly information from
                     –   Academic publishers
                     –   Professional societies
                     –   Preprint repositories
                     –   Universities and other
                         scholarly organizations



        Source: http://scholar.google.com/scholar/about.html
   Special Google Searches




• Topic or site-specific Google searches
• http://www.google.com/options/
  specialsearches.html
Google Talk [Beta]
         • talk.google.com
         • Google instant
           messenger with built
           in voice-over-IP
           features
         • Free 900 KB Windows
           2000 or XP file
         • Requirements:
           – A Gmail account
           – Microphone and
             speakers
Google Toolbar
       • toolbar.google.com
       • Free web-browser
         plug-in for Internet
         Explorer and
         Firefox on the PC
         –   Google search box
         –   Pop-up blocker
         –   Spellcheck
         –   PageRank display
Google University Search
            • google.com/
              options/
              universities.html
            • Limits your search to
              a particular .edu
              domain
            • Of course, you can
              always skip this and
              use
              site:schoolname.edu
              on Google’s
              homepage.
Google Video [Beta]
          • video.google.com
          • Lets you watch Flash-
            encoded material from
            archived TV programs,
            educational videos,
            personal productions
            and more.
          • Recommended: a
            FAST internet
            connection
 Not Quite Ready for Prime
           Time
• Still in beta
• Currently includes
  only a small amount
  of programming from
  a limited number of
  channels
• For educational
  movies, skip Google
  Video [for now] and
  go to the Moving
  Pictures archive at
  archive.org.
What’s Next?
      • labs.google.com
      • Google’s
        technology
        playground
      • Great place to get
        a sneak peek of
        new Google
        technologies in the
        beginning stages of
        development
 The Last Part:
Google Resources
 Where to get more
   information
http://www.google.com/support

               • Google Help
                 Central
               • Free guides and
                 FAQs that tell you
                 about Web
                 searching in
                 general and
                 Google’s features
                 in specific.
Google Support Newsgroup
            • Google has a free
              Usenet newsgroup:
              google.public.
              support.general
            • You may be able to
              access this
              newsgroup through
              your Usenet
              reader.
Google Support Newsgroup
            • You can also search
              for the google.
              public.support.
              general newsgroup at
              news.google.com.
            • The easiest way to
              access the newsgroup
              is to just click on the
              ―user support
              discussion forum‖ link
              on the right side of
              the Google Help
              Central page.
           Google Hacks
                           • Google Hacks, 2nd
                             Edition by Calishain
                             and Dornfest
                           • US$24.95 (ISBN
                             0596008570)
                           • This is an extremely
                             advanced book written
                             for Perl programmers,
                             NOT you and me.
                           • But I still highly
                             recommend it.

Image source: Amazon.com
Official Google Blog
          • googleblog.
            blogspot.com
          • Where Google
            managers,
            engineers, and
            team members
            make official
            announcements
          • Updated every day
            or so
Unofficial Google Blog
           • blog.outer-
             court.com
           • A great resource
             for unofficial
             Google updates,
             reviews, and
             product speculation
           • Updated several
             times a day
   Google’s Goal

   Organize the world’s
 information and make it
universally accessible and
          useful
                    Source: Google Factory Tour
How Google Spends Its Time and
          Resources
               • 70% Core: Search and
                 Ads
                 – Examples: Crawling,
                   Ranking, AdWords,
                   Toolbar, AdSense
               • 20% Related:
                 Extensions of Core
                 Search
                 – Examples: News,
                   Froogle, GSA, Desktop,
                   Local, Gmail and other
                   communication projects
               • 10% Exploratory
                 – Examples: Picasa,
                   Keyhole, Orkut

                       Source: Google Factory Tour
The Google Bulls eye




             Adapted from: Google Factory Tour
                  Our Goals
• Google 201:
  – Learn how Google really works.
  – Discover some Google secrets no one ever tells you.
  – Play around with some of Google’s advanced search
    operators.
• Google 301:
  – Discover the ―core plus more‖ including some brand new
    Google tools and sites
  – Find out what Google has in store for us in the future
• Find out where to get more Google-related help
  and information.
• DO ALL OF THIS IN ENGLISH!
    Fair Use Disclaimer
This presentation was created
following the Fair Use Guidelines for
Educational Multimedia. Certain
materials are included under the Fair
Use exemption of the U.S. Copyright
Law. Further use of these materials
and this presentation is restricted.
 Google 70-20-10

   a presentation by
Patrick Douglas Crispen
    NetSquirrel.com

				
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