| 07 May 2007
Universal searching is the next evolution of search engine technology that will change the way users and advertisers search the Internet. Universal search technology has the potential to completely revolutionise the paid search market as each search will draw on all the search engine's databases, and the search results will be blended returning, in addition to the traditional text-bases results:
- Images
- Video
- Audio
- Podcasts
- Blogs
- RSS feeds
- Maps
- News
The blended search results will mean that advertisers will have to rethink their search strategies, markets and tools.
How will the universal search affect customers?
The blended search results delivered by universal searching means that the consumer may perform fewer searches to find the information they require as the results are drawn from the search engine's news, images, maps, video and other databases. This means that instead of doing one search to find images on a subject, another search for textual information and a third for videos on the subject, all these results will be returned from the one search query.
Why will universal search have an impact on how consumers use search results?
Retina scans have been used to map where on a computer page the eye looks and how it tracks across the page. It showed that on a conventional search page, like the ones we are used to, the eye gravitates to the top left-hand corner of the page.
But, with Universal Search results introducing images to the page, the eye is drawn away from the “golden nugget”, the “golden nugget” being the most popular area of the page to look at. As you can see from the picture on the left, with unblended results, the eye automatically tracks to the top left-hand corner (marked with A).
Initially, images will only appear in natural search results, and not paid ads. So, how will this affect the way people will interact with search results? The human brain can take in information from an image about 1000 times faster than it can from text.
For that reason, the eye is instinctively drawn to the images on the page, rather than the top left-hand corner of the search results.
Images that can draw the consumer’s eye are an obvious advantage for a brand. In the picture on right, you can see how the heat mapping has changed and is now centred around the image (indicated by C) and the top left-hand corner, doesn't get much attention at all.
What does this mean to advertisers?
Initially images will only appear in natural searches and not paid ads. This means advertisers will need to develop their web sites with content that has been optimised for natural searches. This will supplement their paid ads and maximise their exposure in search results.
The inclusion of social media sites such as YouTube, Facebook, MySpace and blogs in high ranking positions on search results pages opens up a new area for paid advertising as these companies look to increase their ad revenue. The research firm Research and Markets predict that in 2010 over $2 billion will be spent on social network advertising in the US, opening a huge market potential for savvy, universal search aware advertisers.
What can I do to take advantage of universal search?
1. Expand your search engine optimisation (SEO).
This will broaden the natural search potential of your site.
2. Determine which content will rank higher in search results.
Once this has been determined, you can tweak your search campaigns appropriately.
3. Test and assess both your natural and paid search campaign results.
This will determine the correct mix for maximum exposure of your brand in blended search results.
4. Use keywords in image, video and audio file names.
This will help search engines categorise the files and rank them accordingly.
5. Upload any video you may have to video sharing sites.
Sites such as YouTube, allow you to include keyword rich descriptions and links back to your site. This will increase the likelihood of your video being returned in blended search results.
6. Submit media rich press releases to wire services.
This will let you take advantage of new search visibility. Incorporating video and images into your press release will not only enrich the searchability of the document, but will make it more engaging for readers.
7. Add a well-optimised blog to your site.
You can then link the blog to other relevant blogs or web sites which can increase your natural search rankings. You can also promote the blog in company press releases, podcasts, and newsletters to get its existence widely known, and potentially, linked to.
8. Sponsor or advertise in a podcast or blog.
Advertising in or sponsoring a blog that is popular and topically relevant to your business is a good way to increase your exposure to search engines.
9. Integrate your content.
The more one form of digital media supports another on your site, the better your results in a universal search will be. For example, you create an optimised press release about a new podcast that contains information on a product or service you provide. Include optimised images or video of the product or service in the press release. You could then create a blog to discuss the podcast and invite readers to post to or tag the blog. Providing links to the podcast, the blog and your web site in the press release will help grow the network of links to your site attracting more visitors and better dispersion of entries for your site, your services and products in blended search results.
10. Contact PayPerClick.
We will asses your web site, digital content and natural and paid search campaigns and then create a search strategy to ensure your site takes full advantage of universal search technology. Click here to contact us now.
