Lucrative Web searches require tips and tricks

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By Meg Mitchell Moore

(IDG) -- The Internet brings information tantalizingly close to us. At the same time, the sheer volume of information available on the Web can leave us more confused than ever. That's why we timidly stick with four or five familiar Web sites, for fear of venturing into dangerous, unfamiliar territory.

But then Information Guilt sets in. The more we realize what's out there, the worse we feel about not taking advantage of it.

Well, it's time to stop cowering in the digital corner. A Web search is a challenge, for sure. But if you go about it confidently, it can be an entertaining and rewarding experience rather than a frustrating one. Why not let us help?

There's so much out there. How do I know where to start?

At the risk of overly simplifying a truly complex process, searching the Web ultimately comes down to learning how to use search engines the right way.

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What exactly is a search engine?

First, we should talk about the difference between search engines and directories. Most people use the term "search engine" to describe any site that looks for information. In fact, there are search engines (like Google) and directories (like Yahoo!, which uses Google's search engine). Search engines send complicated algorithms (programs) called spiders that "crawl" the Web looking for information on websites. Directories use real, live human beings to categorize websites; users can then drill down into these manually indexed categories. For simplicity's sake, we'll use the term search engine loosely to describe both types of sites.

How do I find a search engine?

You probably already recognize many of the dozens of search engine sites out there -- we've mentioned Yahoo! (www.yahoo.com) and Google (www.google.com), but there's also sites like Lycos (www.lycos.com), Ask Jeeves (www.askjeeves.com) and AltaVista (www.altavista.com).

Each search engine has its own way of retrieving and presenting information. And as you become familiar with each, you'll discover that they can be used to fill different needs. The idea is to find one with which you're most comfortable and become fluent in the particular language it speaks.

So how do I get started?

Let's say your boss wants you to find out about online strategies for your brick-and-mortar company. You use Google (good choice, by the way -- Google regularly receives very high user satisfaction ratings) and enter "online strategy" (make sure you include the quote marks) into the search box. Voila! You instantly receive 9,210 returns that are likely to include white papers, magazine articles, analyst reports, consultants and maybe even a restaurant or two named after it.

9,210 results? Whoa!

Relax. It's not a surprise that you'd be feeling overwhelmed by so many choices. So you'll need to narrow your search. To do that, you'll need to use a bit of Boolean logic.

Boolean logic? Now I'm really scared.

Not to worry. Boolean logic is a way of phrasing your request by linking certain words and excluding others. The basic terms -- or operators -- of Boolean logic are and, or and not. For example, if you ask for dogs OR cats you'll get pages that contain a mention of either. Dogs AND cats yields only the pages that contain both words. Dogs NOT cats will exclude pages with the word cat and include those with the word dog. It's simple.

Does it matter how I write these operators?

Some engines, like Excite, require that the operators be in capital letters; others aren't case sensitive. (If you can't remember which require caps and which don't, it's a safe bet to use them.) The search engine you choose also determines where you enter your Boolean search. For certain engines, you need to click first to the "Advanced Search" page. Others let you enter a Boolean search in the box on the homepage. And most let you use a minus sign instead of the word not and a plus sign for the word and. But these differences make it necessary to familiarize yourself with your chosen search engine's format before you perform a search. You can do that by clicking on the "Advanced Search" link (usually found near the top of the homepage of any search engine). Some search engines, like Google, build in the Boolean operators. However, if you experiment, you're likely to find differences in results when you use the operators, so it's wisest to use them, even if the site says you don't need to.

How would I narrow down the search forinformation on online strategies?

Think of search engines as children who need to be given directions using exact wording -- no vagueness allowed. What is it you really want to know? Is it if your retail business should consider an online strategy? If that's the case, try online strategy AND retail.

OK. Now I have only 1,330 responses to look through. I'm not exactly there yet, am I?

Not yet. But here's a piece of advice that may seem obvious but is easy to forget: The more words you use and the more specific you can be about what you want, the better your search will be. Let's say you work for a jeans company. Try typing AND jeans into the mix. Now you're down to 20 links. That's much better.

Can I narrow it even more?

When you get your search down to a manageable number of links, check out the descriptions of what you'll find on the page -- they're located right underneath the title links. Take a look at that to see if it's worth clicking on. And you can use any terms you find along the way as you peruse the returns to refine your search even further.

Will I get the same results no matter which search engineI use?

Most likely not. For one thing, because directories and pure search engines find their results differently, they're likely to produce different results. But even search engines using the same basic technology might yield differences. Google, for instance, displays results based on popularity, vaulting the most linked-to sites to the top of the list. Others may list sites depending on how often the searched-for phrase appears on the site or page.

In addition, directories are more likely to list entire sites, while search engines tend to pull out specific pages within a site. So it's worth trying the same search on a few engines if the first doesn't get you what you want. Yahoo! offers the option to query other search engines without reentering your search terms. And some meta-search engines, like RedeSearch and All4one, search several engines at once.

What if it's still not what I'm looking for?

If the results aren't perfect the first time, don't despair. Sometimes the best way -- or the only way -- to find the perfect resource is by following a trail that you didn't expect to follow. Try out a couple of links and see where they take you. Most sites have site maps or indices that will help you quickly determine if they have what you need.

How do I know the results I get have legitimate information?

That's an important question, but it introduces a whole new issue: Can you trust what you see on the Internet? A site called Alexa.com offers a downloadable service that provides companion information to sites you're viewing. If the site you end up on is part of a reputable news source, you're more likely to be looking at true information, not gossip. And if you're using a site like Google that displays the most popular sites first you might assume that those are more helpful than those nobody ever visits. But the Internet makes it scandalously easy for false information to appear -- and, thus, appear true, so it's always good to look at the data with a skeptical eye.

Is anything I want to know going to show up in my search?

Not necessarily. Not everything on the Web has been cataloged by search engines. So many new Web pages appear every day. Even the most ambitious search engine can't keep up with that rate. But there are plenty of general resources that might help you more quickly and efficiently than a Web search.

If you're looking for a cheap fare to Madrid, Spain, you probably won't find the best deal by putting Madrid AND cheap fare in a search engine; you're more likely to find something if you familiarize yourself with travel sites offering deals. And it's a good idea to collect a list of trade journals in your industry. Check those sites regularly for changes and news. Also look for online encyclopedias or dictionaries of technology terms. And keep in mind, searching the Web is like most things -- the more you practice, the better you'll get.