Greetings from San Jose! The Search Engine Strategies conference is off to a great start with a positive vibe and great content. I’m hoping to share a little current search marketing information from each session I attend.
Universal and Blended Search
If you’re not familiar with the terms Universal and Blended Search, it might be time to educate yourself. A shift is happening on the Search Engine Results Page (SERP) that might drastically affect those nice website rankings you’ve been enjoying.
Maybe you’ve noticed that the first page of results from searches you run on Google, Yahoo, Ask, etc. are starting to contain organized results from blogs, news/PR, images, video, maps and ratings websites. What that means to you is that there is less real estate for standard website results we’ve been used to for years.
Is this a good thing? For the user, I think it definitely it is. Universal and blended search results now offer a wider variety of options from which searchers can choose. On Yahoo, for instance, you now will have the opportunity to watch an actual video right from the SERP without ever leaving the SERP.
But…..I also learned today that early results are showing that 30% less people are navigating to the second page of results on a given search. This means there are so many more engaging options on that first page that searchers are finding it less necessary to go to page two.
So, what happens if your once high-ranking web pages now fall farther down on the list due to video, image, blog etc. results? Well, it might be time to change with the times. Google’s David Bailey suggests:
- Registering your business with Local search to take advantage of geographical targeting
- Create useful, popular video content
- Submit product feeds to Froogle.
Other advice I took away from the session include:
- Optimizing press releases for search engines
- Including images on press releases to take advantage of image results in search
- Optimizing images on website for better searchability
- Utilize social media such as blog and video to promote your company.
Overall, I don’t think any of the information from the session was monumental, but it did show a sign of the times. The focus continues to be on user experience and us marketers need to make sure we’re staying on top of what the user wants.
Isn’t that the goal of marketing anyway?