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SEO specialists focus more on Google than any other search engine. SEO news sites overwhelmingly report more stories about developments at Google than they do at Bing, Yahoo, or any other search engine. This is partly because Google consistently provides more than half of all Web searches every month, but also because Google is the only search engine provider that actually gives advised and information about its algorithms. The company never publishes its ranking mechanism, but it provides a number of outlets where the SEO industry and the general public can learn Google’s opinion on why certain sites rank highly on their search engine results pages. Inside Search is one of the media Google uses to communicate with the Web-using world.

Google uses the blog format for Inside Search. The site does not carry advertising and is relatively uncluttered. There is no menu structure. However, the right-hand third of the screen is dedicated to a few tools to enable you to filter posts and jump back through the archive to previous months. This navigation column also has a very small list of keywords which will filter blog posts to specific subjects.

The main body of the screen – the left-hand two thirds – is taken up by a list of blog posts in reverse chronological order (latest first). Each post shows a title, which is a link through to the full article. This is followed by the date and time that the post was uploaded. Following these lines, there are a few paragraphs of the story.

Clicking on a title takes you to the full article. The name “Inside Search” gives a clue to the audience Google expects for this blog. You would need to have a certain level of interest in the internal logic of Google’s algorithm in order to find this site interesting. Lawyers looking for corporate information on Google need to look elsewhere. Strategists and designers of websites will find this site useful. It is interesting to note that Google does not append Comments sections to the end of its article, which indicates that this blog is used by the company more for announcements than for explanations. Google’s other two main information avenues – the Matt Cutts Blog and Google Webmaster Central – do allow comments on articles.

If you have as small law practice or if you are a practice manager, a skim through the titles in the blog will help you work out where the industry is headed. By this you will be better informed when deciding on where to invest your IT budget to best explore the marketing advantages of the Internet. For example, a look through the site at the end of 2013 and early 2014 shows a large number of articles talking about mobile technology and the employment of translation and multi-language voice searches. If your practice is in an ethnically diverse neighborhood, investment in multi-lingual capabilities may be a worthwhile possibility. Articles on the advancement of mobile technology might enable you to reorganize your site to be mobile-friendly, enable you to pick up emergency clients.

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