What is Universal Search? How Do I Optimize for Universal Search?

Several readers have asked, What is Universal Search and how do I optimize for it?

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Universal Search, also called “Blended Search”, refers to the search results offered today by Google and others on their search engine results pages (SERPs) – pages like the one at right. Rather than simply listing links to web pages as they did four or five years ago, SERPs now display results for other media. These can include Image results, News results and Video results.

Optimizing for Universal Search means doing things (ethical things) to get your links to rank highly for a particular keyword.

Let Universal Search guide the way you do search engine optimization:

  • In order to be competitive in Universal Search, you need to have content on multiple web sites, not just your own website, but also YouTube (and other video sites), product sites like Google Base, News sites and others.
  • You need to better optimize the images on all your web properties if you want them to show up in Universal Search results.
  • If you optimize well, you can get more than one result – sometimes 3 or 4 – showing up on page one of Google SERPs.

Upload PDF WordPress - Google Serp
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In the SERP at left, you can see mcbuzz.wordpress.com in positions 1 and 2 for a search on “upload pdf wordpress”, and you can also see an image from a McBuzz video tutorial (bottom right) on the same page. The listing in position 2 and the video image are the essentially the same content. One link is to a blog post with the video embedded in it. The other is to the video itself on YouTube. And, although the video is not at the top of the page, people are more likely to click on the graphical video image than they are on a plain text listing.

This is the beauty of Universal Search: the potential for more listings, and listings with images. Add to this the fact that your competitors are probably not optimizing very well for Universal Search – not yet, anyway – and you see why it’s important to know about it, and to turn that knowledge into action.

In the next post, I’ll talk about how to optimize for Universal Search.

Click here to learn about Search Engine Optimization (SEO) Services offered by McBuzz.

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