This article was originally published under Search Engine Land.
In Part 1, we looked at query operators for refining our searches. Now for Part 2, letโs look at parameters that we can add/modify in the URL of the the Google SERP (search engine results page.)
The operators listed in Part 1 should suffice for most searches. Yet, certain types of searches are most efficiently accomplished by directly modifying the Google SERP URL โ for instance, changing the number of results displayed per page, adding omitted results back in, going to the last page of search results, and turning off personalization.
URL parameters are name/value pairs. An equals sign sits between the name and value, and an ampersand separates each pair. These name/value pairs are placed in the โquery stringโ portion of the URL โ in other words after the question mark. Assume a base URL of either http://www.google.com/search? or http://google.com/search?. Both will work equally well.
Chart of Google SERP URL parameters
| URL Parameter | Format Example | Description |
| q | http://google.com/search?q=swiss+cheese | The search query. This is the one required URL parameter, all others are optional. When the value for q contains multiple words, separate each word with a plus sign. |
| num | http://google.com/search?q=cheese&num=100 | Set the number of results per page to display in the SERPs. It is SO much faster to switch to 100 results per page by adding &num=100 to the end of the Google URL rather than going into the Search Settings screen. |
| start | http://google.com/search?q=cheese&start=990 | Display the SERP that starts with the specified listing number. |
| filter | http://google.com/search?q=cheese&filter=0 | Include back into the results the listings that Google omitted because they looked too similar to the ones already displayed. This is equivalent to clicking the link that says โrepeat the search with the omitted results includedโ that youโll often see on the last page of SERPs. |
| pws | http://google.com/search?q=cheese&pws=0 | Turn off personalized results. PWS stands for โpersonalized web searchโ. Previously you had to be logged into your Google account for search results to be personalized. Not anymore. Personalized results are given to all โ whether signed in or not โ based on 180 days of search activity linked to a cookie in your browser. Why hassle with turning off personalization, when you can simply append &pws=0 to the Google SERP URL and retrieve non-personalized results from Google for that query. |
| as_qdr | http://google.com/search?q=cheese&as_qdr=d | Search within a date range to present. Use y for year, m for month, w for week, d for day, h for hour, n for minute, and s for second. Follow the letter with a number if you want more than one. For example, โm3โ is for three months, โh5โ is for 5 hours. Want to see only the freshest of results, like within the last 5 minutes? Specify โn5โ. If you want to search for a date range that ends prior to the present day, use the daterange operator or use the โCustom rangeโ under the โMore search optionsโ link in the left sidebar of the Google SERP. |
| as_rights | http://google.com/search?q=cheese& as_rights=cc_publicdomain | Restrict results to re-usable (Creative Commons licensed) content. This is probably a more straightforward exercise from the Advanced Search screen, but if youโre feeling adventurous, cc_publicdomain is public domain, cc_attribute is re-usable with attribution, cc_sharealike means youโd have to offer the derivative works under a Creative Commons license, cc_nonderived means no derivative works allowed, and cc_noncommercial means non-commercial use only. You can combine these into groups with parentheses and pipe symbols, and minus signs to exclude certain license types such as the commercially restricted license. For example, (cc_publicdomain | cc_attribute | cc_sharealike).-(cc_noncommercial | cc_nonderived) is equivalent to โfree to use, share or modify, even commercially.โ There should not be spaces in the above (they were merely added for readability). |
| safe | http://google.com?q=cheese&safe=off | Toggles off or on Googleโs safe search filtering. Values are active and off. |
| strip | http://google.com/search?q=cache:www.amazon.com&strip=1 | Only works on the Google cached page. Adding &strip=1 to a Google cache URL causes the cached page to display without images, Javascripts etc. This means that you donโt leave any trace of your pageview in the visited websiteโs analytics. |
| imgtype | http://google.com/images?q=cheese&imgtype=face | Works in Google Images only. Options include face, photo, clipart, lineart, and news. |
Note that the above is not a comprehensive list of parameters. Some parameters are not usually useful to modify, such as hl (specifies the language used in the Google interface), lr (language restrict; uses standard two-letter language codes), ie (input encoding), and oe (output encoding).
A few more query operators: wildcards, synonyms, NOTs and number ranges
You might recall from Part 1 that quotation marks in a search query signify an exact phrase, and the pipe symbol (|) signifies an OR in Boolean logic. But did you know you can use the tilde operator in front of a word to have Google match on synonyms of that word? For example, ~car repair would also match on auto repair and automotive repair in addition to car repair. Try it and see. Youโll notice all three phrases are bolded KWiC (keywords in context) in the search listings that are returned.
A minus sign directly in front of a word acts like NOT in Boolean logic, eliminating from the search results the subsequent word or quote-encapsulated exact phrase. For example, confidential business plan -template will only return results where the word โtemplateโ is not present in the page.
To specify a numerical range, use two dots between two numbers, which could be years, dollar amounts, or any other numerical value. For example, confidential business plan 2007..2010 will find documents that mention 2007 or 2008 or 2009 or 2010.
Another favorite operator is the wildcard, i.e. the asterisk character. It can substitute for a whole word in an exact phrase search. Imagine that you canโt remember the exact words of an expression; youโd simply substitute asterisks for the words you canโt recall.
For instance, โ* of my * have been greatly exaggeratedโ โ is it supposed to be โnews,โ โannouncements,โ or โrumorsโ in the first slot? โdeathโ or โdemiseโ in the second slot?
Letโs put what weโve learned so far in Parts 1 & 2 about Google operators and URL parameters to some practical useโฆ
Estimated number of results
The estimated number of results is just that: an estimate. And a wildly inaccurate estimate at that. You can often get a more accurate count of results than this estimate by going to the last page of results and clicking the link to โrepeat the search with the omitted results included.โ A shortcut to this is to append &start=990&filter=0 to the end of the SERP URL.
For example, searching Google for site:redenvelope.com returns โabout 5,010 results,โ but appending &start=990&filter=0 to the end of that SERP URL takes us only as far out as page 84. So the true indexation number is 836. Thatโs a far cry from 5,010!
Google wonโt let you go beyond the 1000th result, so if you are checking indexation and it goes to page 100, then youโre at the end of the line and canโt see beyond that. In these situations, you can work around the limit by looking at just a subset of the site by using the site: and inurl: operators. For example, site:www.example.com/articles/ will return only pages in the articles directory of this hypothetical site. The site: operator used in conjunction with inurl: allows you to refine your search even further, for example: site:www.example.com/articles inurl:print-friendly.
Finding sites to link to you
Finding folks who are inclined to link to your site is a common task in SEO, but itโs a laborious and painful one โ IF you arenโt a Google power user. Itโs like looking for a needle in a haystack.
Try this trick: get Google to return a list of targets that are topically relevant and that already include attribution links to their web developer or web host. Like so: site:edu | site:gov [some industry] intext:โwebsite * byโ.
In this example query, weโre limiting results to .edu and .gov sites that have content related to a certain unspecified industry / keyword market and that have an attribution such as โWebsite developed byโ or โWebsite marketing byโ or โWebsite hosting byโ somewhere on the page. The thinking is that such site owners would be more predisposed to include other attribution links to in-kind donors/sponsors.
Monitoring inbound links
Want to see which competitors are successful in acquiring keyword-rich text links that specify your targeted search term? Itโs easy with the inanchor: and allinanchor: operators. For example, inanchor:โneopets cheatsโ will return pages that have garnered links with โneopets cheatsโ in the anchor text (thereโs my daughterโs site at #3!).
Host crowding
On a page of results, Google will group listings from the same site together. Googlers refer to this as โhost crowding.โ Recently Google started showing more than two listings per page in certain (relatively rare) circumstances, all host crowded. It can be really useful to determine the true (original) position of an indented (host crowded) listing.
If you customize the SERPs to 9 results per page using the num=9 parameter, and then consequently the indented result disappears, that meant the indented result was actually at position #10 and was merely visually promoted to appear at a higher position.
With that information, you could target other listings on page 2 to promote to page 1. It would take only one new listing added to page 1 to displace your competitorโs indented listing. More on this in my previous article Deconstructing Grouped Google Results.
Keyword competitiveness
I never liked the KEI (keyword effectiveness indicator) score as a metric for keyword competition. For one, the denominator is based on a number (the โestimated number of resultsโ) that, as already discussed, is completely bogus. Besides, how well does that number correlate to ranking difficulty anyways โ even if it were accurate?
A better way to gauge the competition for a particular keyword is to compare searches for the keyword you are targeting, then the exact phrase version of the term (in quotes), then that exact phrase (in quotes) within the title tag. Itโs the last one that really represents your true competition.
After all, if they didnโt specify that exact phrase in any of their title tags, how seriously were they going after that search term anyways? Consider white noise at about 11,400,000 results, versus โwhite noiseโ at about 3,120,000 results, versus intitle:โwhite noiseโ at about 79,100 results. The serious competition is represented by the 79,100 number, not the 11.4 million.
