How You Can Benefit From Universal Search
What is Universal Search, and Why is it Important?
The process of combining information within a set of vertical databases into one index to render a single set of Search Engine Results Pages (SERPs) is referred to as a Universal Search. Examples of vertical databases or engines are Google News, Google Images, Google Video, etc.
In the world of Universal Search, going to www.google.com and searching on something will result in search results from Google’s Images, Videos, News etc domains in addition to results that would be found from its main search site, thereby making the search results more comprehensive.
How to make your website more Search Engine friendly
Search engine technology in general and the changes occurring due to Universal Search may appear arcane to a person who runs a website, and making decisions with regard to changes in how search engines will work in the future, may seem like a daunting task.
However, with little understanding and research, you can make these decisions relatively easily.
Regardless of whether you are using the principles of Universal Search currently, it is absolutely imperative that your website has unambiguous, search engine-friendly code to begin with and conforms to basic principles of on-page optimization.
Without this foundation is in place, it will prove to be impossible for you to compete in the search engine listing game. If these basics have been taken care of, then you are at the right point regarding making decisions on and benefiting from Universal Search.
To reap these benefits, first, you must understand that Universal Search sources its information from various verticals (such as video sites, image sites, blog postings etc).
For example, if a searcher’s result page lists not only your website but also that of your competitor and your competitor has blogs, videos, and images too, then it’s realistic to assume that the searcher will go to your competitor’s site.
To counteract this, you must have exposure to these different verticals.
The other factor is how the results page may be laid out through a Universal Search. A search engine may display all results together (e.g. blogs, videos, images on the same page). We do not know yet how this will work in real life.
This creates obvious challenges: your video may show up in position one when you are actually hoping for your webpage to have that position of honor.
Results may also be grouped by category, with blog results being grouped together, video results is another list, and so on and so forth.
In situations such as this, you need to ensure that you have something that will show up in each of these categories because if you appear only on a category list in the page but in none of the earlier categories, you might not get any clicks.
The key idea being conveyed here is that apart from optimizing your site, it is necessary that you have content on all relevant verticals.
5 Strategies for Success with Universal Search
Image Search
Ensure that your website has adequate, relevant pictures of your product or services.
To ensure that a user of Google Image search gets to your page, use descriptive, keyword-rich file names and ALT tags. Image files also need to have accurate descriptions for the benefit of those who prefer to browse in text-only mode.
Use Video
Like with your image files, ensure that your video files also have descriptive, keyword-rich names. The title tag, the description tag, and the video site map all should have a keyword-rich title tag.
News
If you have press releases for your business, you should make it a standard practice to submit those as news items for display and, at the same time, use that as a content page.
Google Maps
Ensure that you have listed your business through the Google Maps Local Business Center, where local businesses can get a free listing that will appear in the Search Engine Result Page (SERP).
A Blog Search
With the widespread use and growth in social media and blog engines, it may make sense to create a blog on your website and submit it to the Google Blog search.
By proactively involving yourself in the developments taking place, you can ensure that no matter how the details take shape, you are in good stead to reap the benefits that Universal Search promises.
