1/25/2016
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`Official Google Blog: Jump to the information you want right from the search s
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`EXHIBIT
`
`gee
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`1
`
`Official Blog
`Insights from Googlers into our products,
`technology, and the Google culture
`
`Jump to the information you want right from the search
`snippets
`September 25, 2009
`
`For most search results, Google shows you a few lines of text to give you an idea
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`of what the page is about - we call this a "search snippet." Recently, we've
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`enhanced the search snippet with two new features that make it easier to find
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`information buried deep within a page.
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`Normally, a search snippet shows how a page, as a whole, relates to a your query
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`by excerpting content that appears near and around where your query terms
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`show on the page. But what if only one section of the page is relevant to your
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`search?
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`That's where these new features can help, by providing links within the snippet to
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`relevant sections of the page, making it faster and easier to find what you're
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`looking for. Imagine, for example, that we're researching trans fats and
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`cholesterol, and their effects on the body. If we start with a generic query like
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`[;ray =s fats], Google returns several results with lots of information about trans
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`https://googl ebl og bl ogspot.com/2009/09/j um p-to- i nform ation-you-w ant- ri ght-fr om .htm I
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`1/5
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`ServiceNow's Exhibit No. 1030
`IPR2015-00523
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`001
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`1/25/2016
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`Official Google Blog: Jump to the information you want right from the search snippets
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`fats in general, including this result from Wikipedia:
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`Vane, fat -1M1Ii kwedla, the frpp encyc
`Trans fat
`fat is the common name Mr unsaturated fatxrith
`may be monoontiahltaled er polyunsaturat
`- CitaitatY - Presence in ES384.
`í#9i9
`fat.hed
`en.wiopedia city's, :i /Trans fat
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`-isomer fatty acirfts). 'Frans Eats
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`Now, included with the snippet are links to specific sections within the page,
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`covering different subtopics of trans fats. Since we're particularly interested in
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`what's healthy and what's not, "Nutritional guidelines" is probably where the most
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`relevant information is. Clicking this link will take you directly to that section,
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`midway down the page.
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`Now imagine we're particularly interested in learning about good cholesterol and
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`what levels of it are healthy, so we try a more specific query, [good cholesterol
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`level]. The top result is from the American Heart Association and has tons of
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`information about cholesterol levels. The specific information about good (HDL)
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`cholesterol, however, is contained in one section titled "Your HDL (good)
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`cholesterol level ". Since the query was more specific, the snippet for this result
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`now provides the option to "jump to" just this section of the website.
`
`.
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`'ul 2, 2009 ... With I-1OL (good) ehnleeterot,
`--roE Mess than 40 mghil for men, less than 50
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`tittnE itf
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`Clicking on "Jump to Your HDL (good) cholesterol level" takes you directly to the
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`most relevant information on the page:
`
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`https://googleblog.blogspot.com/2009/09/jum p-to-i nform ation-yotrwant-right-from .htm I
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`2/5
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`ServiceNow's Exhibit No. 1030
`IPR2015-00523
`
`002
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`

`
`1/25/2016
`
`Official Google Blog: Jump to the information you want right from the search snippets
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`Clicking on the title of the snippet ( "What Your Cholesterol Levels Mean ") still
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`takes you to the top of the page, as always.
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`If you're a webmaster and would like to have these links appear for your
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`webpages, take a look at the Google Webmaster Central Blog for info on some of
`the things you can do. And in the meantime, we hope these enhancements help
`
`you find the information you're looking for faster.
`
`Posted by Chris Kern, Snippets Team
`
`CM
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`E
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`Goosle+
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`8 comments
`
`Add a comment
`
`Top comments s
`
`Andrew Broadbent
`year ago (edited) - Shared publicly
`Hi +Chris Kern When does Google decide use this? How do business owners optimize their
`pages for this? D you need anchors in your page and links to them so Google knows they
`are real. Then does the search have to relate to content near the anchor and you have to
`still rank.
`
`+5
`
`+1
`
`Greg Smith =
`a. Great share +Andrew Broadbent :0)
`
`.
`
`Ell Andrew Broadbent
`big Thanks +Greg Smith
`
`https: / /googl ebl og.bl ogspot.com /2009 /09 /j um p-to-i nform ation- you -want -right -from .htm I
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`3/5
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`ServiceNow's Exhibit No. 1030
`IPR2015-00523
`
`003
`
`

`
`1/25/2016
`
`Official Google Blog: Jump to the information you want right from the search snippets
`
`Scott Hendison 2 years ago
`Shareci publicly
`I just saw this "jump to link in the snippet for the first time ever, 4 years after this post was
`written...
`
`+1
`
`+1
`
`Penly
`
`Daniele Gobbetti via Google+ 2 yeas ago - Shared publicly
`Volevo chiedere conferma (o forse dare una notizia ?) alle persone che si occupano di #SEO
`: fino a poco tempo fa per diverse query avevo risultati con link alle sezioni delle pagine
`(come annunciato qui: http: / /googleblog.blogspot.it /2009 /09 /jump -to- information -you-
`want- right- from.html nel 2009).
`Read more . Translate
`
`+1
`
`R ply
`
`Pooja Sharma i
`-..u:z:
`How about I put the anchor tag in different page and link it to the page with list of headings?
`For Ex: I have created one page with list of services and its main headings covered under
`every service. If someone clicks on any heading under any service he directly goes to the
`location where that heading is placed with anchor tag on that service page. Will it help?
`
`+1
`
`Reply
`
`0
`
`Jeffery yuan 2 years ago - Programmer: Lifelong Learning (Feature Requests/Random Thoughts)
`Jump to the information you want right from the search snippets
`http: / /googleblog.blogspot.in/ 2009 /09 /jump -to- information -you- want -right- from.html
`
`+1
`
`DCSH Outlet SRL g months ago - Shared publicly
`Hi, Can someone help with optimization www.dcsh.ro .Vreau to know if anyone knows how
`I can improve the site for information to optimize searching google and can provide correct
`information for my buyers. If you can help me forward ideas and proposals google@dcsh.ro
`address.
`
`+1
`
`Labels: search , search quality
`
`https://googl ebl og.bl ogspot.com/2009/09/j um p-to-inform ation-yoarw ant-ri ght-from .htm I
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`4/5
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`ServiceNow's Exhibit No. 1030
`IPR2015-00523
`
`004
`
`

`
`1/25/2016
`
`Official Google Blog: Jump to the information you want right from the search snippets
`
`Google
`
`Google
`
`Privacy - Terms
`
`https://googleblog.blogspot.com/2009/09/jump-to-information-you-want-right-from.html
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`5/5
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`ServiceNow's Exhibit No. 1030
`IPR2015-00523
`
`005
`
`

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`ServiceNow's Exhibit No. 1030
`IPR2015-00523
`
`006