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Google’s Phrase Search Frustration


This annoys me greatly.


Sometimes, when writing content for search engine optimisation, I get so bogged down in looking at keyword terms – which ones are the most relevant and have higher search volume numbers etc., that I end up writing phrases which I begin to doubt a normal person would write, or would not find odd if reading. This is certainly something I don’t want – although I’m trying to find the most appropriate keywords and use them strategically, ultimately, good SEO is about making a site as user friendly and engaging for a reader as possible. The more the content sounds forced and just written for search engines, the less likely a user will keep reading, and a possible conversion will turn into a bounce.

Anyway, to check I’m not completely making up new phrases, I often put the term into Google to see if other (potentially competitor) sites are using it in any way.

The trouble with Google these days is that when you put in a simple phrase, you’ll hardly ever find a page full of results that will have that exact phrase, nicely emboldened in the title and meta description (or page snippet). You have to contend with semantic search and Google’s ever changing ranking factors (that may favour the anchor text of external links rather than anything in tags and on page). Well, OK, I think, I’ll just do a phrase search by putting the term in quotation marks, which is supposed to find instances of the phrase in its exact form within a web page. But it seems, with this particular term anyway, Google is still refusing to play ball.

The trouble with the term “location map” is that the words are synonyms of each other, and I don’t think I would use the phrase often in my everyday language, but because I’m writing tags for a large hotel company that has hundreds of hotel location pages that all include a map, I’ve had to come up with a lot of new ways to ultimately write the same thing.

So, I wanted to see if anyone does use the two words together in this way, but as I’d predicted, doing a normal Google search gets me nowhere as it just shows me all the major map sites, with no mention of the word ‘location’. I thought that maybe Google is reading ‘location’ but interpreting it to also mean ‘map’, so it basically disregards anything that includes both words and just shows me ‘map’ results. Well, not quite, because a search for just ‘map’ shows me this:


A bit different. And also an example of a ridiculous page text pull from Google on the TFL tube map PDF result…

But anyway, my next step (after switching to an incognito Chrome window to make sure being logged in and my search history aren’t affecting the results) is to do a phrase match. That should show me instances of the phrase used in exactly the format I’ve entered, right? Wrong.

Maybe it’s my fault for searching for such a generic term, but still, the first six results are just the major map sites again, and do not help me to find out if the phrase ‘location map’ is being used by other content writers. What annoys me even more, though, is that two of the results are basically repeats from the same companies. We get Bing (nice that they outrank Google’s own map service here), Google, Streetmap, Google again then two results from Yahoo. Google is sometimes guilty of favouring single domain results, as looked at by A.J. Kohn in his article [4], and I think this just proves it still has a bit of a problem with this.

And none of these repeated results are even showing the exact phrase I searched for in their titles, descriptions or anywhere on the landing pages. I feel this is Google trying to be almost too helpful. They are jumping at the phrase ‘map’ and trying to shove the big map providers down my throat, without really looking at what I’m actually trying to find.

My only saviour is Drupal, who give me a nice title tag with ‘Location Map’ in those satisfyingly bold letters.

Anyway, as I said, this is probably my fault for trying to find a very generic phrase, and when I tried the same with “hotel location map” I did get better results. But I still feel let down by Google’s exact phrase search. It didn’t do what it said on the tin and I want to return it for a refund.

About Louise Vine

Louise joined The Search Agency UK, near enough straight out of university as an SEO Content Executive. She likes to write, rant and ramble until someone tells her to stop. She has enjoyed learning all things SEO and online marketing in her first full-time, permanent job. She lets her rambling flow free in her spare time by writing a music and language blog, and also enjoys TV, film, and getting lost in London.