Nuts & Bolts: SEO: Universal Search: Blend and Serve
The arrival of universal search-which combines text, image, video, stock quote, news, local and other types of search categories into one results session-has shaken up some of the best practices for getting visibility through search engine optimization campaigns.
Mike Grehan, global KDM officer at search engine marketing firm Acronym Media, offered several tips on how to optimize for this new universal search landscape during his presentation at the Search Engine Strategies Conference & Expo in March. Here are a few of them to consider implementing:
Fully leverage your blog. "Embed audio, video and images in your blog, and be sure to optimize the title tag, description tag and publishing date tag," says Grehan.
Take advantage of Google tools. He advises marketers, "Upload everything you want to sell ... to Google Product Search (formerly known as Froogle)." And, he notes, if your company has a presence in the financial world, you can work with Google Finance to get your stock quote on search engine results pages. Finally, consider the benefit of local search exposure, and, if appropriate, then enter your free listing with Google's Local Business Center program.
Make your images work harder. "Make your images available everywhere," says Grehan. "Set up Picasa and Flickr accounts, upload your images on social-networking sites and get good pages with good pictures bookmarked by social-media sites."