Google Universal Search: Implications for Advertisers
Google publicly unveiled a new era for their search technology in May 17, 2007, and it is called universal search.
The universal search model, currently in its nascent stages, will present search results in a much more integrated manner than before. Depending on what users search for, the results page could feature sections with images, video, links to book content, maps or local business listings. A few months ago, Ask.com launched its experimental Ask X search engine, which also integrates results from image, video, encyclopedia, shopping and other categories on the main results page. Microsoft’s Live Search takes a less robust approach, displaying images, links to related keyword searches, and a map image on results pages.
I believe it is a trend in search engine industry.
For advertisers, it means both threats and opportunties.
Threats: More different content types will compete for top positions in search engines. One day, you may find all your web page get buried if you do not incorporate new thinkings and implement new strategy now.
Opportunities: You can now thinking of optimizing your multimedia content for search. Now, you have a chance to display MP3, images, video, and etc.. in search listing instead of only dull text. Creative use of multimedia to present your products and services can improve your conversion.
Whether universal search is your threat or your opportunity, it depends on whether you will adopt a new thinking of search engine optimization and search engine marketing. Are you still thinking of ranking only?
I will discuss this issue in depth later.
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