Pictures could be worth more than words to Google’s new Universal Search
Now that Google has begun introducing a new way to present search results called Universal Search, the rules of search engine optimization are changing, says Dave Castle, national accounts director for interactive marketing firm Oneupweb. He suggests greater use of videos, blogs, even press releases can help lift a site’s standing in the new Google system.
Oneupweb explained in a recent report called “Cashing In on Universal Search” that Google is moving to listing many types of content in response to searches. Whereas searching for “red raincoats” in the past would have produced a list of sites that sell, discuss or manufacture red raincoats, Universal Search will provide a listing that includes links to videos, blogs, images, maps and press releases.
Savvy use of new forms of content thus becomes more critical, Castle says. A video produced by a retailer or manufacturer that draws lots of viewers could turn up among the top results for a product or topic.
As an example, he points to athletic gear retailer Nike’s placement at the center of its home page of a powerful video showing football star LaDainian Tomlinson in action. A video like that could wind up on YouTube and attract millions of viewers, the kind of traffic that lifts content in Google’s eyes. “You might search for football cleats in Google and the third listing might be that Nike video,” Castle says.
Content such as blogs, podcasts and press releases can move up in search results as they are linked to from other web sites. Castle suggests putting more effort into optimizing that type of content so that it becomes more attractive to web users, and thus more highly rated by Google. He also suggests adding arresting images to press releases as those images now can show up on a search results page.
How searchers’ behavior will change remains to be seen, Castle says. Among the questions is whether many searchers will prefer to click on an image or a video rather than scrolling down to more conventional content. Castle suggests marketers be on the lookout for any unexplained drop in a site’s position in search results, which could indicate that the site is failing to keep up with the new rules of Universal Search.
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