Garrett Wasny article" "Google offers much more than most know." Published in The Bottom Line, February 11, 2011 | http://www.thebottomlinenews.ca

1. The Bottom Line February 2011 13
FOCUS
Google offers much more than most know
By GARRETT WASNY track of publications and topics
and LAWRENCE WONG specif ied by the user — and
hile search engines like Google Sidebar, which appears on
W Google have created a
revolution by putting
oceans of information at the fin-
the left side of the screen during a
Google search. Sidebar allows
people to easily refine their search
gertips of people all over the in a number of ways so it’s better
world, the sad truth is that most filtered and the optimal informa-
people don’t know how to really tion rises to the top of the list.
use them to their full potential. Keep in mind that, while
For most, using a search engine Google is good, it’s not the only
is limited to typing in a word or search engine out there. For
two in the search box on the home example, Bing, Microsoft’s search
page, hitting ‘enter’ and seeing engine, and Yahoo! often bring dif-
what pops up. That approach uses ferent results for the same search
a small fraction — just one per terms. And few people seem to
cent — of Google’s full capabili- know that the second biggest
ties. It often misses what the search engine is actually YouTube.
searcher is looking for or buries it It’s not just for funny clips and ZZ
way down a list of responses gen- Top videos from the 1980s. Many
erated by a query that was not tai- businesses are posting everything
lored to get the best result. from tutorials and product infor-
If a person types in chartered mation to visual annual reports
accountant at Google.ca, without and public meetings on YouTube.
quotation marks, over three mil- That makes it a very important
lion results appear. Type in “char- resource.
tered accountant” with quotes Professionals should also be
around it and that number goes to aware of vertical search engines
about two million. Just putting For most, using a search engine is limited to typing in a that focus on a specific industry,
words in quotations narrows a function or issue. For example, too
search by only bringing back
word or two in the search box on the home page, hitting few accountants seem to know
responses where the two words are ‘enter’ and seeing what pops up. That approach uses a small about www.ifacnet.com, a search
used side by side, thereby elimi- engine website powered by
nating responses linked to docu- fraction — just one per cent — of Google’s full capabilities. Google. On the site, it explains
ments that might have an irrele- that ifacnet.com is a “one-stop
vant sentence like: “After Garret Wasny and Lawrence Wong access to high-quality resources
consulting an accountant fishing and information developed by the
buddy, he chartered a boat.” appears at least three times will unknowns; that is to say we know Further tailoring can take alerts International Federation of
To really start honing a search, appear. there are some things we do not from looking at everything on the Accountants (IFAC) and other
it’s best to use the TPL method, Go to different national ver- know. But there are also unknown net to focusing on news sites, leading accountancy organizations
which stands for time, place, lingo. sions of Google — like Canada’s unknowns — the ones we don’t blogs or videos. Using the TPL from around the world. This search
Treat a Google query as if it were a Google.ca as opposed to know we don’t know.” method creates ‘super alerts’ that engine, powered by Google, pro-
human reference librarian. If Google.com — and searches give In fact, Rumsfeld’s statement, avoid filling a person’s inbox with vides access to a wide range of rel-
someone were seeking a forensic more prominence to local content. while a bit convoluted, makes per- irrelevant material. Those with evant materials to assist profes-
accountant currently operating in People looking for a type of fect sense, especially for busy pro- unique names may be able to get sional accountants in business,
Toronto, would it really be best to document in a particular format fessionals. Which accountant away with a simple search of their small- and medium-sized practi-
go to a librarian and say: can narrow their search by speci- wouldn’t want to keep constant name, however the John Smiths of tioners, auditors, accounting aca-
“accountant”? Searching ‘forensic fying the type of file. A search of track of what is being said about the world are going to want to demics, and others in their day-to-
accountant Toronto 2011’ on f iletype:ppt “chartered existing or potential clients, their narrow things a little with some- day operations.”
Google.ca gets about 65,500 Professionals, like accountants,
results, while ‘accountant’ gets who aren’t using the Internet to its
more than 30 million. Poor search techniques put the average fullest potential risk falling behind
Adding context and details to a the competition. After all, if
query brings better results. Search curious person or eager student at a knowledge is your business, who
“House” and Google will report can really know too much?
back on everything from dwellings disadvantage and are inexcusable for
and parliaments to curling and Garrett Wasny, MA, CMC,
places of worship. Type “House”
business professionals. CITP, is known as the ‘Internet
“TV” and the results will focus guy’ and ‘Google guru’ who
WASNY
more on the Hugh Laurie drama,
Garret Wasny and Lawrence Wong advises accountants and other
albeit with a lot of home improve- professional service providers on
ment shows thrown in for good accountant” is confined to Power- firm or, most importantly, them? how to improve their online search
measure. Point f iles on the net and f ile- Can anyone afford to wait until skills, increase their web produc-
This type of search refinement type:xls “chartered accountant” they’re aware the information tivity and transform how they use
is merely the tip of the iceberg. limits the search to Excel spread- exists to search for it when they the web in their business, career
Little changes to a search bring sheet files. can actually arrange to get it sent and life. He conducts a seminar on
different results. Make a term Poor search techniques put the to them automatically in advance? Advanced Internet Research Tech-
plural — chartered accountants — average curious person or eager One of best products out there is niques for Accountants for the
and the search gets a different student at a disadvantage and are Google Alerts, which seems sadly Institute of Chartered Accountants
result. Using American versus inexcusable for business profes- under-utilized even though it’s both of Ontario. His website is
British spellings — center versus sionals. free and very effective. Google thing like “John Smith” “chartered www.garrettwasny.com and can be
centre, for example — also Former U.S. Secretary of Alerts allows people to set up auto- accountant” “Toronto.” easily found by Google.
delivers different results. Type a Defense Donald Rumsfeld was matic searches for as many and any Used properly, Google Alerts
term twice in the search box to get once widely ridiculed for saying: terms they can come up with. are part of the GARS search tech- Lawrence Wong, CA, is asso-
results where the phrase is used “There are known knowns; there Those searches can be customized nique that encompasses alerts, ciate director, professional devel-
twice. Type it three times and only are things we know we know. We to bring results weekly, daily or as plus Google Reader — an easy to opment at the Institute of Char-
links to items where the phrase also know there are known the term appears in real time. use RSS aggregator that will keep tered Accountants of Ontario.