The conversation is highly interactive, with Favour Obasi-ike guiding attendees through the process of finding the hidden Advanced Search link on Google's website and using specific search operators to gain a competitive advantage.
Show Notes
How to Use Google Advanced Search for Professional Business SEO Marketing with Favour Obasi-Ike | Sign up for exclusive SEO insights.
If you want to know "How to use Google Advanced search like a pro," this is the episode for you! I lead a marketing discussion focused on leveraging advanced search techniques for business operations.
The participants explore the practical application of Google's Advanced Search feature by using a horror filmmaker's brand as a case study to demonstrate how to narrow search results and discover content opportunities. The conversation is highly interactive, with Favour Obasi-ike guiding attendees through the process of finding the hidden Advanced Search link on Google's website and using specific search operators to gain a competitive advantage.
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Locating and Understanding Google Advanced Search
A significant portion of the discussion is dedicated to a detailed walkthrough of the Google.com interface to locate the Advanced Search feature, emphasizing that it is not immediately visible.
• Navigating the Google.com Interface: The speaker provides a structural analysis of the Google.com homepage, breaking it down into a header and footer, treating it like a standard website.
◦ Header Elements: About, Store, Gmail, Images, Search Labs, Google products (nine dots), and the user's Google account.
◦ Footer Elements: Advertising, Business, How Search Works, Privacy, Terms, and Settings.
• Finding the Advanced Search Tool: The precise path to the tool is outlined as follows:
1. Go to google.com.
2. Scroll to the gray footer section at the bottom of the page.
3. On the bottom right, click on Settings.
4. From the settings menu, select Advanced Search.
◦ The direct link provided in the session is: google.com/advanced_search.
• Google's Broader Initiatives: Favour encourages a deeper look at Google's footer content, pointing out links that reveal the company's operational principles and corporate goals, such as How Search Works (which details organizing information, ranking, testing, and spam detection) and a section on sustainability, which states a goal to "collectively reduce 1 gigaton of their carbon equivalent emissions annually by 2030."
Case Study: SEO Strategy for a "Horror Filmmaker"
The session's central tutorial is a live case study using a search term provided by a participant, "P," who identifies as a "disabled horror filmmaker."
• Initial Search Analysis:
◦ A standard Google search for horror filmmaker yields results focused on popular movies and lists of famous male directors (e.g., "the best horror film um directors").
◦ Google's auto-complete suggestions include related commercial and informational queries like horror filming techniques, horror movie structure, and horror movie checklist.
• Using Advanced Search:
◦ Favour inputs "horror filmmakers" into the "this exact word or phrase" field in Advanced Search. This action automatically wraps the term in quotation marks in the standard search bar, significantly refining the results.
• Identifying a Niche Opportunity:
◦ The speaker observes a critical gap in the search results: "I noticed that out of all these names that I see, there's no woman that is on the list."
◦ This observation is corroborated by Google's suggested search bubbles, which include terms like list, female, and top. The primary search result for "female horror directors" is from Rotten Tomatoes.
• Strategic Recommendations for "P":
◦ Content Creation: It is recommended that "P" create content pillars on her website focused on female horror directors and related topics from the "People also ask" section of Google's results. This would help establish her as an authority in an underserved niche.
◦ Market Share: The goal of this content strategy is to capture a "market share" of the search traffic for these terms. By creating articles like "Here are some influential horror filmmakers we have in our time," her brand can appear alongside established names.
◦ Commercial Intent: The strategy aims to convert informational searches into commercial opportunities. After providing valuable information, the website can prompt visitors to "Book a call with us" or inquire about "horror filmmaking services."
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