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BizReport : Search Marketing : April 21, 2008

Google search case sensitive?

Do marketers now need to consider capitalization of keywords and phrases in order to determine their search rankings?

by Helen Leggatt

Google documentation relating to web search clearly states that searches are not case-sensitive. They provide an example stating that “searches for george washington, George Washington, and gEoRgE wAsHiNgToN will all return the same results”.

Not so.

Not only does the example used by Google return different search results, but bloggers have been noticing the same happening for various other searches.

I tried a few of my own phrases (I have a New Zealand IP) – Global Warming/global warming, United Kingdom/united kingdom and Amazon/amazon – and all returned different search results.

Does this mean that search engine optimization will now need to consider the use of capitalization? Current speculation is that this is an error and hopefully Google will clarify this before marketers begin tweaking their copy. has an interesting thread relating to the topic.

Tags: capitalization, case sensitive, Google, search marketing

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