I came across an example of why I think it’s important that small business marketing departments pay close attention to the new trend of Blended and Universal Search. Blended and Universal search is an effort by search engines to include relevant news, blog posts, videos, images and other rich media content results into the Search Engine Results Page (SERP). To make my point, I want to highlight a recent, real-world example.
The day after I had written a post about Google Mobile Search appearing in my Adwords account, I wanted to get a little more information on the topic so I headed to Google and did a search on “Google Mobile”. I just tried the same search as I was writing this and the results have all changed which is a bit odd. But, nonetheless, the blended results caught my attention on the SERP. About midway down page one was a news result featuring some information about Google and their new search tool.
Towards the bottom, were three results from Blogs that had posted on Google Mobile – including my post.
So, what does this all mean for small business marketing? Google isn’t a “small business”, but the results on the SERP for this search highlight the opportunities small businesses have to compete for results on page one of relevant keyword searches. The game has changed and by starting now with rich media content, small business marketers have the opportunity to grab some of that valuable real estate on page one of search results. Here are a couple ways you can take advantage:
- Optimizing images for search
- Start blogging and writing relevant blog material
- Be more diligent about press releases and making sure news outlets know your news is out there.
- If it makes sense for your business, try some video production (keeping in mind that popular video is still mainly entertainment based).
What other suggestions do you have to take advantage of this new trend?