Search Engine Optimisation

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Google Search

Functionality Google search consists of a series of localized websites. The largest of those, the google.com site, is the top most-visited website in the world.[20] Some of its features include a definition link for most searches including dictionary words, the number of results you got on your search, links to other searches (e.g. for words that Google believes to be misspelled, it provides a link to the search results using its proposed spelling), and many more.

Search syntax Google's search engine normally accepts queries as a simple text, and breaks up the user's text into a sequence of search terms, which will usually be words that are to occur in the results, but one can also use Boolean operators, such as: quotations marks (") for a phrase, a prefix such as "+" , "-" for qualified terms (no longer valid, the '+' was removed from google on 10/19/11[21] ), or one of several advanced operators, such as "site:". The webpages of "Google Search Basics"[22] describe each of these additional queries and options (see below: Search options). Google's Advanced Search web form gives several additional fields which may be used to qualify searches by such criteria as date of first retrieval. All advanced queries transform to regular queries, usually with additional qualified term.

Query expansion Google applies query expansion to the submitted search query, transforming it into the query that will actually be used to retrieve results. As with page ranking, the exact details of the algorithm Google uses are deliberately obscure, but certainly the following transformations are among those that occur: • Term reordering: in information retrieval this is a standard technique to reduce the work involved in retrieving results. This transformation is invisible to the user, since the results ordering uses the original query order to determine relevance. • Stemming is used to increase search quality by keeping small syntactic variants of search terms.[23] • There is a limited facility to fix possible misspellings in queries.

"I'm Feeling Lucky" Google's homepage includes a button labelled "I'm Feeling Lucky". When a user types in a search and clicks on the button the user will be taken directly to the first search result, bypassing the search engine results page. The thought is that if a user is "feeling lucky", the search engine will return the perfect match the first time without having to page through the search results. However, with the introduction of Google Instant, it is not possible to use the button properly unless the Google Instant function is switched off. According to a study by Tom Chavez of "Rapt", this feature costs Google $110 million a year as 1% of all searches use this feature and bypass all advertising.[24] On October 30, 2009, for some users, the "I'm Feeling Lucky" button was removed from Google's main page, along with the regular search button. Both buttons were replaced with a field that reads, "This space intentionally left blank." This text faded out when the mouse was moved on the page, and normal search functionality is achieved by filling in the search field with the desired terms and pressing enter. A Google spokesperson explains, "This is just a test, and a way for us to gauge whether our users will like an even simpler search interface."[25] Personalized Google homepages retained both buttons and their normal functions. On May 21, 2010, the 30th anniversary of Pac-Man, the "I'm Feeling Lucky" button was replaced with a button reading the words "Insert Coin". After pressing the button, the user would begin a Google-themed game of Pac-Man in the area where the Google logo would normally be. Pressing the button a second time would begin a two-player version of the same game that includes Ms. Pacman for player 2. This version can be accessed at www.google.com/pacman/[26] as a permanent link to the page.

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