Take Advantage of Universal Search

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Two years ago Google introduced Universal Search, and the impact it has had on search engine results pages (SERPs) has been felt ever since. Universal Search displays product, video, image, local, paid, blog, news, book — and of course natural results — all on one page. While this has indeed enhanced the user’s experience, it has also clogged up the SERPs to the point where solid SEO rankings of 7, 8, or 9 are now pulling in less traffic than before Universal Search was introduced. To overcome these losses, savvy marketers are taking advantage of the categories in Universal Search.

Marketers have always had about a 60% better chance of getting a click if they were listed in both paid and natural search results. By also listing your product or service in the additional feeds, this percentage will go even higher and you will take back some of the lost traffic you have been missing due to Universal Search.

  • Use target keywords to name all of your images and keyword-centered anchor text. Also include keywords in captions, and make sure your robots.txt file can spider your images.
  • If you don’t already have a video, then create one. A simple how-to or instructional video can be easily optimized by keyword-centric tagging.
  • If you have local brick-and-mortar outlets then make sure they are listed in the local section and link them to your site using keyword-targeted anchor text.
  • Get all of your blogs and news listed by sending out press releases on a regular basis. I recommend PRWeb for online distribution. Include targeted keywords throughout your releases and make sure any images have keyword-centric alt tags attached to them.

This combination of natural and ancillary searches, if optimized well, can be highly beneficial to any marketer.

The search world is always changing and growing. The competition for a click is greater now than at any time in the past, and this level of competition is going to continue to grow over the next few years. Competing for videos, news, blogs, images, and products will soon be just as heated as organic results and paid listings. Marketers need to fully optimize across all areas of Universal Search to maintain a healthy search marketing presence, and now is the time to start this optimization.

About the Author

Chris Stiner is both a SEM specialist and DRTV media buyer at Koeppel Direct. With over 10 years of offline and online direct response marketing experience, he has a unique skill set and outlook on the synergies of multi-channel SEM direct response marketing.

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4 Comments

  1. I’m sure, SEO experts would come up with ways and means to further take advantage of Google’s universal search.

  2. The Information is really wonderful and is very resourceful for my Knowledge and learning experiance

  3. Google Universal search provides some great opportunities to improve a website's standing in the SERPs. This is especially true for ecommerce sites since many of the large shopping directories are now showing up as #1 and #2 in the results. Just add your website and product keywords to the shopping directories. If your site is listed as #3 or #4 below the directories listing you actually end up with the top 3 or 4 spots. .-= SEO Hal´s last blog ..Is eBay Feeling the Heat? =-.

  4. Wow Awesome post! I really appreciate the useful information that you discussed here. I really increased my knowledge about universal search. It is really good post for my learning experience. Thanks for sharing such valuable information Blitzpenny