Law Firm Intelligence: CI on the Internet

Looking for information on a rival law firm? Trying to get some background on a prospective client? The Internet is full of useful resources that can meet your needs.

Google Research

We will start out with some tips to get the most of your Google research. Do you automatically start with Google when asked to do Competitive Intelligence (CI) research? If you're like most people, the answer is “yes.” Google's breadth of coverage and reach make this almost a no-brainer. However, a search result set of 1.2 million records can make this a difficult resource to use effectively. Most people don't go beyond the two screens of search results simply because there isn't time enough to review the entire list. The consequence of this is that they may miss a relevant record buried deeper in the list. I have found relevant information on the fifth or sixth page of results that I would have missed if I had stopped after the first two pages. Here are some tips to help you get the most out of your Google research:

First, here are some tips for getting the most out of any Google search:

• You can force Google to search only for records containing an exact phrase by typing in a search using quotes (e.g., “mark gediman”).
• Google treats most search phrases (e.g., mark gediman) as if there is an “or” between the terms (mark or gediman) with the results containing the phrase first (mark gediman), the results corresponding to mark and gediman next and mark or gediman last.
• Although Google's search algorithm is extremely complex, for the most part it is true that that Google results are primarily ranked within the results based on the number of links from other Web sites. The theory behind this is that the better resource a Web site is, the more referrals that site will get.
• Keep in mind that Google does not take into account your contextual needs when putting together a search result. What it judges to be the most relevant may not be what is the most relevant to you. This is why it may be necessary to go a bit further than the first two screens when reviewing your search result.
• Prefacing a term or phrase with a plus (e.g., +gediman or +“mark gediman”) will make sure it is included in the search results.
• Conversely, prefacing a term or phrase with a minus (e.g., -mark or '”mark gediman”) will make sure it is excluded from the search results.

Google also has tips on how to get the most out of the search engine. Here are a couple of great resources. The first is the Google Help Cheat Sheet at www.google.com/help/cheatsheet.html. The ironic thing about this resource is that it won't show up through a Google search. The second Web site is the Google Quick Reference Guide at www.googleguide.com/advanced_operators_reference.html.

Multiple Search Engines

You can also search multiple search engines at once (yes, there still are other search engines) by using a meta-search engine. One great one that I have used for many years is Dogpile at www.dogpile.com/. Typing in a search here will automatically search Google, Yahoo, Bing and Ask! simultaneously. Look here for firm whitepapers. A good picture on the technology and resources used by rivals firms can be found by reading these whitepapers. Searches here will also pick up blog entries, without having to run a separate search on the Google blog search site.

Blogs

Why search blogs? A blogger may have done some of the legwork for you. Bloggers often discuss events and, while you have to keep in mind that they usually have a bias, they embed links to important documents (contracts, reports, news items) in their blogs. When one exists that is on point, it is can be an invaluable resource.

RSS Feeds

Most company and firm Web sites provide RSS feeds for their news and press releases. RSS stands for Really Simple Syndication and is a way these entities broadcast major events and news concerning their organization. Google offers a Reader that will allow you to monitor the feeds from multiple entities on your customized iGoogle page or receive e-mail alerts when a new item is posted.

Firm Web Sites

Firm Web sites contain invaluable information in the biographies of their attorneys as well as announcements regarding successes and education opportunities. A good picture of their strategic focus can be found by looking at what organizations they have chosen to sponsor and where their attorneys chose to make presentations. Both current and historic versions of their Web sites can be excellent resources for the Competitive Intelligence researcher.

Using Google and meta-search engines such as Dogpile make it easy to find the current Web site of a given firm. It can be a bit more difficult tracking down a site from a moment in the past. This information can be accessed in a few ways. I think the best is the Wayback Machine (www.archive.org/web/web.php) from the Internet Archive. Just like the machine used by Sherman & Peabody on Rocky & Bullwinkle (yes, I know that dates me), this site will take you to the Web site as it appeared in the past. Just type in the Web site (i.e., www.yahoo.com) and you'll be shown a list of the dates in the data bank. Then click on the date to view the Web site as it appeared on that date. Although the dates available can vary widely depending the site, if you find something in the right time frame it can be helpful to proving use in a trademark action.

Of course, Google also offers access to old or superseded Web pages. There are two ways to get this information using Google. The first is through the results listed in response to a specific search. In your list, below the title of the page is the address of the site (or URL) that Google found that met your search criteria. Directly to the right of it is the word “Cached” underlined in light blue. Cached pages are Web page snapshots saved by Google that appeared at some point in the past. In a search result, it references the saved paged that may or may not be current. A “freshness date” appears in the header when viewing these cached pages.

You won't find the second method listed anywhere. With this method, you can access an old Web address directly by typing the following information into the address bar of your browser. Put this URL in front of the old URL to access the Google cached version directly: “www.google.com/search?source=ig&hl=en&rlz=&q=cache:“ in front of “docs.yahoo.com/docs/pr/release184.html” to create www.google.com/search?source=ig&hl=en&rlz=&q=cache:http://docs.yahoo.com/docs/pr/release184.html. My thanks to Greg Lambert of 3 Geeks and a Law Blog for this great tip!)

Conclusion

As you can see, a treasure trove of information exists beyond the usual Google search. I didn't have space to discuss the invaluable role that social media sites such as Linked-In, Facebook and Twitter can play in the intelligence gathering process. Just keep in mind that the Web sites posted by an entity contain that entity's unique bias, which can be used to provide great insights into how that entity operates and what is important to them.

Mark A. Gediman is director of information services at Best Best & Krieger LLP, Riverside, CA. He is also the co-founder and co-chair of the Competitive Intelligence Caucus of the Private Law Libraries Special Interest Section of the American Association of Law Libraries (AALL).

Looking for information on a rival law firm? Trying to get some background on a prospective client? The Internet is full of useful resources that can meet your needs.

Google Research

We will start out with some tips to get the most of your Google research. Do you automatically start with Google when asked to do Competitive Intelligence (CI) research? If you're like most people, the answer is “yes.” Google's breadth of coverage and reach make this almost a no-brainer. However, a search result set of 1.2 million records can make this a difficult resource to use effectively. Most people don't go beyond the two screens of search results simply because there isn't time enough to review the entire list. The consequence of this is that they may miss a relevant record buried deeper in the list. I have found relevant information on the fifth or sixth page of results that I would have missed if I had stopped after the first two pages. Here are some tips to help you get the most out of your Google research:

First, here are some tips for getting the most out of any Google search:

• You can force Google to search only for records containing an exact phrase by typing in a search using quotes (e.g., “mark gediman”).
• Google treats most search phrases (e.g., mark gediman) as if there is an “or” between the terms (mark or gediman) with the results containing the phrase first (mark gediman), the results corresponding to mark and gediman next and mark or gediman last.
• Although Google's search algorithm is extremely complex, for the most part it is true that that Google results are primarily ranked within the results based on the number of links from other Web sites. The theory behind this is that the better resource a Web site is, the more referrals that site will get.
• Keep in mind that Google does not take into account your contextual needs when putting together a search result. What it judges to be the most relevant may not be what is the most relevant to you. This is why it may be necessary to go a bit further than the first two screens when reviewing your search result.
• Prefacing a term or phrase with a plus (e.g., +gediman or +“mark gediman”) will make sure it is included in the search results.
• Conversely, prefacing a term or phrase with a minus (e.g., -mark or '”mark gediman”) will make sure it is excluded from the search results.

Google also has tips on how to get the most out of the search engine. Here are a couple of great resources. The first is the Google Help Cheat Sheet at www.google.com/help/cheatsheet.html. The ironic thing about this resource is that it won't show up through a Google search. The second Web site is the Google Quick Reference Guide at www.googleguide.com/advanced_operators_reference.html.

Multiple Search Engines

You can also search multiple search engines at once (yes, there still are other search engines) by using a meta-search engine. One great one that I have used for many years is Dogpile at www.dogpile.com/. Typing in a search here will automatically search Google, Yahoo, Bing and Ask! simultaneously. Look here for firm whitepapers. A good picture on the technology and resources used by rivals firms can be found by reading these whitepapers. Searches here will also pick up blog entries, without having to run a separate search on the Google blog search site.

Blogs

Why search blogs? A blogger may have done some of the legwork for you. Bloggers often discuss events and, while you have to keep in mind that they usually have a bias, they embed links to important documents (contracts, reports, news items) in their blogs. When one exists that is on point, it is can be an invaluable resource.

RSS Feeds

Most company and firm Web sites provide RSS feeds for their news and press releases. RSS stands for Really Simple Syndication and is a way these entities broadcast major events and news concerning their organization. Google offers a Reader that will allow you to monitor the feeds from multiple entities on your customized iGoogle page or receive e-mail alerts when a new item is posted.

Firm Web Sites

Firm Web sites contain invaluable information in the biographies of their attorneys as well as announcements regarding successes and education opportunities. A good picture of their strategic focus can be found by looking at what organizations they have chosen to sponsor and where their attorneys chose to make presentations. Both current and historic versions of their Web sites can be excellent resources for the Competitive Intelligence researcher.

Using Google and meta-search engines such as Dogpile make it easy to find the current Web site of a given firm. It can be a bit more difficult tracking down a site from a moment in the past. This information can be accessed in a few ways. I think the best is the Wayback Machine (www.archive.org/web/web.php) from the Internet Archive. Just like the machine used by Sherman & Peabody on Rocky & Bullwinkle (yes, I know that dates me), this site will take you to the Web site as it appeared in the past. Just type in the Web site (i.e., www.yahoo.com) and you'll be shown a list of the dates in the data bank. Then click on the date to view the Web site as it appeared on that date. Although the dates available can vary widely depending the site, if you find something in the right time frame it can be helpful to proving use in a trademark action.

Of course, Google also offers access to old or superseded Web pages. There are two ways to get this information using Google. The first is through the results listed in response to a specific search. In your list, below the title of the page is the address of the site (or URL) that Google found that met your search criteria. Directly to the right of it is the word “Cached” underlined in light blue. Cached pages are Web page snapshots saved by Google that appeared at some point in the past. In a search result, it references the saved paged that may or may not be current. A “freshness date” appears in the header when viewing these cached pages.

You won't find the second method listed anywhere. With this method, you can access an old Web address directly by typing the following information into the address bar of your browser. Put this URL in front of the old URL to access the Google cached version directly: “www.google.com/search?source=ig&hl=en&rlz=&q=cache:“ in front of “docs.yahoo.com/docs/pr/release184.html” to create www.google.com/search?source=ig&hl=en&rlz=&q=cache:http://docs.yahoo.com/docs/pr/release184.html. My thanks to Greg Lambert of 3 Geeks and a Law Blog for this great tip!)

Conclusion

As you can see, a treasure trove of information exists beyond the usual Google search. I didn't have space to discuss the invaluable role that social media sites such as Linked-In, Facebook and Twitter can play in the intelligence gathering process. Just keep in mind that the Web sites posted by an entity contain that entity's unique bias, which can be used to provide great insights into how that entity operates and what is important to them.

Mark A. Gediman is director of information services at Best Best & Krieger LLP, Riverside, CA. He is also the co-founder and co-chair of the Competitive Intelligence Caucus of the Private Law Libraries Special Interest Section of the American Association of Law Libraries (AALL).