Everyone knows the saying “The Best Thing Since Sliced Bread” but now marketers everywhere are embracing “The Best Thing Since Universal Search”. So what is this most recent Google innovation that has turned Search Engine Marketing on its head? In attempt to get their users the most relevant and useful information, Google has implemented Universal Search which integrates specialized searches that aren’t limited to the informative yet snooze-inducing traditional web listings. Now, a simple search reveals related pictures, blog articles, videos, and other focused searches. SEM will never be the same, as third-party endorsers become more important than ever and optimization is not limited to your company website.
What Universal Search Means For Search Engine Marketing:
Sure, Universal Search greatly expands the opportunities for search engine optimization. For example, if you can’t nab the top spot on the search for your website, you may have an easier time gaining a higher ranking in videos or images that will now be displayed prominently thanks to Universal Search.
However, the real golden nugget to gain from this advancement in search is the power of third-party endorsers. Every day the public is barraged with commercial messages promising that if they buy this or that product their lives will greatly improve. Since obviously not every product will live up to these lofty promises, the average person will completely ignore the message (kind of like schoolchildren who ignore repetitive lectures to eat their veggies). Instead, people do what they have always done: gossip. This ancient ritual serves the important purpose of utilizing personal experience to help others find the great products you enjoy in hopes of forming a reciprocal relationship. With the growing popularity of social media and review websites such as Yelp.com, the desire for impartial third-party endorsements becomes clear. What better way to prove the legitimacy of your company than an endorsement from an industry blog, a news article on your product/service, or a friendly informative video provided by your company?
A Few Tips On How To Capitalize On Universal Search:
Video: Try to create “How to” or other instructional videos that you can submit to several video sharing websites such as YouTube. Utilize keywords in your title and tags for full optimization. Include valuable information your customer would appreciate and strive to make them entertaining to stir some buzz.
News: Send out press releases regularly and utilize PRWeb and other press release submission sites for online distribution. Include keywords in your title and content, and anchor text target keywords to your website.
Images: Use key words in your image titles as well as descriptive alt tags. Make sure your pictures are near relevant text and try posting images on Flickr or Photobucket.
A Win-Win Situation
Universal Search is a great opportunity for searchers to gain the most relevant result alongside information from third party endorsers so they know who to trust. On the flipside of the same shiny coin, Universal Search has opened up the world for Search Engine Marketers to capitalize on the opportunity to break through the pack by proving the authenticity human nature craves. Whatever your opinion on the usefulness of Universal Search, SEM has changed as we know it and it’s important to understand Universal Search’s relevance and how to best capitalize on it.