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How Universal Search Changes the Rules*
What is Universal Search?
On May 16th, 2007, Google started the implementation process of Universal Search. Other search engines such as Ask.com had ventured down this road too, but with Google as the industry leader, the impact is far greater.
An Algorithm that serves up videos, images, news, maps, blogs and books within the search results
Universal Search is an algorithm that not only serves up the most relevant web pages for a searcher to consider, but it also serves up videos, images, news, maps, blogs and books within the search results.
Universal Search offers a rich, one-stop experience
For searchers, Universal Search will offer a rich, one-stop experience. For search marketers, it is creating a whole new set of rules where the search marketer will have to consider not only the optimization of web pages, but the optimization of blogs, video, images and maps.
 Universal Search is completely redefining search marketing. Successful programs will encompass social media, sound, images, PR and traditional on and offline resources.
So let’s take a closer look at what Universal Search offers.
Until very recently, you could choose from a list of searches such as Web, Images, Maps, News, and Shopping and so on. You can still search this way in Google if you so choose, however, if you now search for say, “Portland City Center”, not only will you be served PAGES that meet this request, but you will receive MAPS that meet that request too.
 Or the SERPs could include images or videos such as this search on “Hannah Montana.”
Universal Search not only searches for the most appropriate web page, but it searches for the most relevant information on the topic be it videos, maps, images, podcasts, blog sites, and press releases that the new algorithms position by relevance and popularity.
Example of Image Results in a standard web search:
 Challenges with Universal Search for Marketers
The jury is still out on the affect Universal Search will have on you as a marketer. It will be important to monitor your search results and see what is going on within your search space. Are you noticing maps, videos and images replacing your top listings? If so, what are these results offering that you yourself could offer to regain your top positioning?
Some questions that have not yet been answered, but deserve to be followed so we can get a better handle on Universal Search and how to better optimize our websites to take best advantage of the changes include:
- Will searchers look at the more entertaining sites as opposed to the traditional meatier content sites served up prior to the implementation of Universal Search?
- What will happen when potentially uninformed blogs blur with regulated content? Will searchers be able to distinguish the difference?
- Will searchers dig deeper into the results now that there is a combination of results being served?
Take a look at the search engine results pages (SERPs) for your important keywords and analyze the results. What do you see that is different than your results before mid-may 2007?
Are you seeing blogs appearing in the results? This is due to Universal Search.
Elements that create the higher rankings include site popularity, the topical focus, the implementation of social tagging and the interlinking with other blogs. Sheer volume is another factor. Back in May 2007, Technorati was tracking over 80 million blogs and these numbers keep rising!
What about rich Media Sharing sites such as iTunes and YouTube? Google owns YouTube and you can bet they are getting those videos into the search results. (Some say these are the only videos that get into the search results.)
Image Optimized websites are becoming more and more relevant. If you have topically relevant images optimized with HTML, the images may end up at the top of the SERPs.
Don’t forget about News and PR sites. Companies that properly optimize their news and press releases can gain higher positions in Google now. If you don’t, you may see your positions slip.
So what can you do to ensure strong positions in the search engines?
Monitor, Monitor, Monitor.
Embrace the new media being indexed with Universal Search. Add a well-optimized blog to your website and link it to relevant, high-content sites. Promote and integrate your blog into other marketing efforts, through ads, PR, newsletters, podcasts, and buzz-generating social media.
Websites offering a series of popular, content-rich podcasts may receive more attention from Google. These podcasts can be further supported and tagged through blogs created specifically in support of the podcasts. Once again, other online and offline marketing efforts can be used to promote the popularity of the podcasts. And popularity builds positions.
Universal Search has increased the need for consistent, optimized online press releases
Press Releases not only link back to the site, but are interlinked by news aggregators and vertical outlets. The net result can be more site visitors, increased visibility, and better search engine positions.
One of the most noticeable changes initiated by Universal Search is the inclusion of social media sites into the search results: YouTube, MySpace, FaceBook, Flickr, etc… are now prominent on the search engine results pages (SERP’s).
YouTube, MySpace, FaceBook, Flickr, etc…
By adding Google Maps to the SERP’s, local search advertising opportunities have opened as well. When searching a location, (i.e. city), the first result on the page is now a graphic linking to Google Maps, which in turn offers paid advertising.
Now is the time to test out new strategies and tactics. The time to learn which media and creative approaches offer the best return on investment, and which generate buzz, extending your brand to new audiences.
What new or altered behavior can you expect from those searching on the web? Although it’s too early for reliable data, here are a few possible trends to look for:
- Look for searchers to investigate more than the usual few vertical results. They may want to see different presentations of the same subject (a blog, a video, downloadable podcast, social encyclopedia).
- With the introduction of Universal Search, rich interactive media sites are now easier to find. And thanks to the growing penetration of high-speed, broadband connections they’re easier to use.
- As the sheer volume of information increases on SERPs with Universal Search, searchers may have to go beyond the first three results pages to find what they’re looking for. Will they? Perhaps having good positions on many keywords might prove a more effective strategy than focusing on the first SERP for a few keywords. Findings will probably vary by industry and market conditions.
So What Should You Do?
Find out what you don’t know.
Look for significant unexplained drops in your search positions after May 16, 2007. What about your competitors? Are their results going up or down, what are they doing that you can emulate? Look for trends. How do they correspond to major overall shifts in the Google SERP’s?
Add a company blog if you don’t already have one
Optimize your blog in addition to your website. As the blog grows in popularity and content, it will acquire tags and interlink to other relevant blogs and websites, improving your Google positions.
Consider podcasting
Ten million podcasts were downloaded in 2006. During a six month period of that year, Pew Research measured a 71 percent increase in downloads. Much like blogs, podcasts can be optimized, tagged, and linked to your website. Through directories and other content-sharing social sites, visitors can download, tag and rate your podcasts while helping you build popularity.
Optimize your press releases
Optimize your press releases, tag them and link to your website. Include visuals, since Universal Search is now picking up photography and video.
Optimally describe and tag images and video clips
On your homepage include optimally described and tagged images and video clips. Google may prominently display graphics that could attract searchers farther down the results page. This move was inspired by Ask.com, whose graphically rich search results gave Google the incentive to move to Universal Search.
Integrate your efforts as never before.
The more one online communications effort supports the next, the better your Universal Search results will be. Send an optimized press release about a new podcast that describes some product introduction. Include in that release links to the podcast and the company website. Attach photos of the products mentioned in the podcast with appropriate identifying text. Link the optimized podcast to a blog that encourages reader posts and social tagging which is linked to your website and interlinked with additional popular relevant blogs. Create ads to promote your products with a link to the podcasts and appropriate website URL’s.
So you see; there are many things you can do to step up your SEO strategies. The bottom line is integration of images, blogs, text, maps, podcasts and videos into your overall marketing strategy.
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