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Make GOOGLE Your Most Powerful Market Research Tool

Stephan M. Spencer, Nancy Blachman
Roy Young
Wed., Sep. 15, 2004, 3pm ET (12pm PT)
90 minutes
This online marketing seminar received 4 star(s)

Do you use Google every day? Mastering Google's powerful search refinement operators and lesser known features could, over a year's time, save you days scouring over irrelevant results. Even more enticing is the promise of elusive nuggets of market research and competitive intelligence out there waiting to be discovered -- IF you know how to wield Google.

Neurologists estimate that we humans use a mere 1% of our mental capacity. Similarly, the majority of our search queries are surprisingly unsophisticated and thus the true power of the Google search engine, for most of us, remains untapped.

Learn how you too can become a Google expert searcher and extract invaluable data about your competitors and about the market like never before -- with laser-like accuracy and extreme efficiency.


Stephan M. Spencer is Founder and President of Internet Concepts, LLC, a Web design firm with offices in Madison, Wisconsin and Auckland, New Zealand. Internet Concepts creates innovative Internet, intranet, and extranet sites with real-time response, Web access to corporate knowledge data bases, and one-to-one marketing. For over six years, Mr. Spencer has been helping organizations strategize and implement dynamic, personalized, community-building Web sites. He is a frequent speaker at Internet conferences around the globe (including Berlin, London, Toronto, Santiago, New York, Chicago, and San Francisco). Mr. Spencer has been featured on the cover of In Business magazine. He served in 2000 as a columnist for the now defunct Building Online Business magazine, and is currently a columnist for Unlimited magazine. He is a contributor to Catalog Age magazine, NZ Management magazine, and NZ Marketing magazine.

Nancy Blachman developed Google Guide, a popular online tutorial making searching with Google even easier for novices as well as experienced users. She's been using Google since the spring of 1999, when Google was less than one year old. Nancy's written over a half dozen tutorial and reference books, including How to Do Everything with Google. She's president and founder of Variable Symbols, a company that specializes in software training and consulting. Nancy taught at Stanford University for eight years.

Who Should Attend?

Marketers and entrepreneurs who need to do market research on a shoestring budget.

What Will You Learn?

  • How to cut through the clutter with Boolean logic, exact phrase matching, wildcards, and search operators like filetype, intitle, site, and "daterange"
  • How to cast a wider net by expanding your search to include synonyms with the ~ (tilde) operator.
  • How to conduct specialized searches using Google's many search sites like Froogle, Google News, Google Local, Google Groups, Google Directory, and Google Personalized.
  • How to obtain real, confidential business plans and marketing plans
  • How to invoke the Google search box as a phonebook, a calculator, a measurement converter, a dictionary, a package tracker, an airline timetable, a street map atlas, and a stock ticker.

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