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Universal Search Optimisation |
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In 2007 Google announced the launch of Universal Search and by the middle of 2008 it had started transforming the way users interacted with the search engine. No longer were search engine result pages just about web results, but an integration of different types of media such as videos, images, maps, news and products.
This has resulted in an increasing number of marketers opting for an integrated search campaign which includes not only SEO Services (search engine optimisation) and PPC Management but also a vertical search. The biggest benefits are that it opens multiple channels for targeting visitors and creating brand exposure, as well as an opportunity to penetrate difficult search terms that may otherwise have been dominated by only web results.
Universal Search might be a new concept however its constituent parts have been around for quite some time. Google has over the past few years been developing its vertical search products like book search, Google shopping and maps etc which deliver to users other forms of media than simply textual search information. Many of these products have been acquired by the search giant (Youtube, Image America and Blogger) or incubated in the ‘Google Lab’. Many of these products are yet to see the light of day and the few that have so far have been relegated as links in different places on the Google search engine.
Some of the more well known vertical search products from Google are;
- Maps (Local Search)
- Images
- Shopping (Froogle)
- Blogs
- Video
- News
- Books
Each of these products can be seen as independent search engines but with a focus on either a particular media or subject. If you go to Google Images specifically and type in a keyword, the search engine will display results that only contain images; likewise with Froogle (Google Shopping), books, maps and the others. Although brilliant in their individual capacity, Google struggled to get them the visibility as it did for its web based results.
Mediarun have built a specialist team called the USOs (Universal Search Optimisers) whose core objectives are defined as follows:
- Assisting companies in identifying appropriate vertical search channels for enhancing their visibility through search engines
- Integrating data from organic web results and Pay per click to formulate a Universal Search strategy
- Taking on responsibility for executing the strategy on behalf of the client
- Providing integrated search reports
We have taken some screenshots of Google’s SERPs for a random selection of keywords where in each instance displays a different form of vertical search.
The illustration below shows Google Products
appears for the keywords “Pink Suit”, Local
listings appear for the keywords “London Plumber”,
News appears for the keywords “Barrack Obama”
and Images appear for the keyword “black
lamp”.
Illustration :: Universal Search
To find out more about SEO consultancy services and how Universal Search can be beneficial to your business contact Alex Wares on 0207 843 2265 or contact us.
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