Technology

Management
Lecture 4
Google
Subject objectives

By the end of this subject, we will be able to:

▪ Demonstrate an understanding of key concepts

of software learning and their application in
business decision making

▪ Demonstrate knowledge and understanding of

Google Workspace and MS office
Subject Objectives

By the end of this session, we will be able to

Understand Google
Differentiate between
Search Engine in
SEO and PPC
detail

Evaluate Google Search Gain knowledge on

Engine – Query, Tools, proficient google search
Settings with query modifiers

Learn about Crawling, Understand Google

Indexing and Page Calculator, Convertor,
Rank News alerts, Scholar, Books
How old is Google?

Answer: 22 years

In September of 1998, Google Inc. opened its door in Menlo Park, CA.

http://www.google.com/intl/en/corporate/history.html#1995
More About Google

“Google” is a play on the word “googol” which is the mathematical term for 1 followed by 100 zeros
and “…reflects the company's mission to organize the immense, seemingly infinite amount of
information available on the web”
Google founders

Larry Page Sergey Brin

 ”
We liked the name Alphabet because it means a collection of letters that
represent language, one of humanity's most important innovations, and is
the core of how we index with Google search!
All Platforms
Desktop
Mobile
Why do we love Google?

Size and scope: Now indexing over 20 billion

web pages (conservative estimate)

Relevance of Results: PageRank

Diversity of Search: Image, News, Book

Search, Scholar, Blog Search, Finance,
Froogle, Video… and much, much more

Other Tools: Google Maps, Picasa, Blogger,

Gmail, Calendar, Docs & Spreadsheets...
How Google Search
Engine Works?
Google Search Engine

A software designed to search on www as per query of the user

Important components of a search engine are

Search
Crawler Indexer
Interface
Search Engine

A software (SPIDER) designed to search on www as per query of the user

Components of Search Engine

Crawler Indexer Search Interface

To find Information on The component to The interface with

hundred and millions filter and categorize which user can
of pages that exist in pages based on excess the search
the web content engine
Search Engine Architecture (1998)

200
Factors
Crawling
Indexing
SERP
Types of Search Result

Web Result Video Result Paid Result

Types of Search Result

Local Result Image Result News Result

Page Rank

Its Dynamic

Personalized

Page Rank
Algorithm
Location specific

Good Page vs Bad Page

How Google Ranks Pages

4 major factors

Title (keyword) URL (keyword) Description/Content Relevant Links,

(keyword) Back Links

200 minor factors

Business Card
Percentage of Traffic By Ranking Position

Source: https://netmarketshare.com
Percentage of Traffic By Page Position

Source: https://netmarketshare.com
Search Results

Search Results

Organic Inorganic
SEO vs PPC
Search Engines a Comparison

www.google.com/ncr

www.google.co.in

www.bing.com

www.in.search.yahoo.com

www.search.yahoo.com
But....

We may love Google, but few users know how to use full search capabilities
Effective Googling

How does Google interpret basic search?

• Google places “AND” operator between all

search terms entered in basic search box

• Automatically searches for some

plural/singular and grammatical variants

You enter: news reader

Google searches: news AND reader
OR readers

Does not search as exact phrase unless

quotes present!
Need Exact Phrase? Use quotation marks!

Use quotation marks! “Infosys billion dollar”

Expand Search With Synonym? Use a “tilde”

e.g.: “~Infosys” finds IT companies similar to Infosys

Search by filetype (pdf, ppt, xls, doc)

e.g.: “.Net Framework” filetype:ppt

Negative Search Terms

e.g.: “nano –car” will return the results with word ‘nano’ but not Tata Nano car
Limit your search results to a particular web site

e.g.: “sparsh site:infosys.com” will get the pages from infosys.com where the word ‘sparsh’ is referred
Search for sites that link to a particular website

e.g.: “link:infosys.com”
You’ve found a useful website & want to find other sites like it

e.g.: “related:www.infosys.com”
Query modifiers

Use these commands in the search window

• intitle:test
• allintitle:test results
• inurl:testresults
• allinurl:testresults personality
• allintext:test results personality
• allinanchor:test results personality
• site:loc.gov
• filetype:doc
intitle:test results

This search returns sites with the word test in the title and results anywhere in the document
allintitle:test results

ALL of the search terms will be found in the title

Note: In this example there are much fewer “hits” when both terms (test AND results) must be found in
the title of the page
inurl:test results

inurl:test results – only test must be found in the web address (URL)
allinurl:test results

Both test AND results must be found in the web address

allintext

Sometimes you get pages that do not have

your search term/phrase in them

• Why? Because Google also searches for

pages that just link to the target page

Use allintext to get only those pages that

have your search terms in them

• Compare the searches in the next two

slides…
Crash test results
allintext:crash test results

Different pages float to the top of your “hit list”. And you get fewer pages than before
More Search Operators

• allinanchor:
• allintext:
• allintitle:
• allinurl:
• cache:
• group:
• info:
• time
• weather
Use Specialty Search Functions

Google News: news.google.com

Google Images: images.google.com

Google Finance: finance.google.com

Google Scholar: scholar.google.com

Google Book Search: books.google.com

Wild Card Word in Phrase *

Using a wildcard (*) for a character does

not work in Google

• cat* returns the same results as cat.

However,…

You can replace unknown words with an

asterisk (*)
Wild Card Word in Phrase *

Searching out suspected plagiarism

Common misspellings – all the spellings

of a word will be found

Variations

“Harry Potter and the * Stone” returns

both US (Sorcerer's ) and UK
(Philosopher’s) versions of the book title

And…
Fun

Finding parodies
GAPS by Staggernation.com

Google API Proximity Search

• A script that searches Google for two search terms that appear within a certain proximity of each
other on a page

Studies show that the closer search terms are in proximity, the better chance that the document is
relevant to the searcher’s need

For more info go to: http://www.staggernation.com/gaps/readme.html

http://www.staggernation.com

Searching for all kinds of cookie recipes with chocolate – but not oatmeal? This search will get:

• Chocolate chip cookie recipes

• Chocolate cookie recipes
• Chocolate covered cherry cookie recipe
Punctuation: it might matter

Google (and most other search engines)

used to drop punctuation and replace it
with a space (i.e., CD-ROM = CD ROM)

But now Google is including the

underscore (_) and ampersand (&) as well
as enabling searching for terms such as
c++ programming
Diacritics

Unite or unité?

You have an option to

search for English only

And you can have this

page translated from the
French to English
Search Engine Showdown

For in depth information on how Google and other web search engines work, go to Greg Notess’ Search
Engine Showdown: The User’s Guide to Web Searching at http://www.searchengineshowdown.com/
Google is a Dictionary

Find definition of a word or a phrase? e.g.: define: scruples

Google is a Calculator as well
Google is Converter too!
Google Scholar

Sources for items:

Covers:
law, medicine, social sciences,
arts, humanities, business, &
finance
Included items:
academic publisher web pages,
peer-reviewed papers, theses,
professional societies, preprint
book excerpts, abstracts & full-
repositories, universities, &
text articles
other scholarly organizations
Google Book Search

Searches full text of indexed books

If work is in public domain, full contents

usually available

If not, users can view bibliographic info

(author, title, publisher) and perhaps some
excerpts

Library partners: UC, Princeton, Stanford,

Univ. of Michigan, Univ. of Texas, Oxford,
UVA, Univ. of Wisconsin
Something exciting at last

Localized search Movie search Code search

local.google.co.in or Maps

Effective localized search solution

Google News Alerts
Google News Alerts

Tracking an event in the news?

Create your own Google News alert – it’s free!

Can choose to monitor latest developments on web pages, blogs, Google news, Google discussion
group pages, or all of these sources
https://www.google.co.in/trends/