MediaVision Blog : Search Engine Marketing

Last year in May, Google launched their universal search program after developing it for 5 years. Recently, blogs joined the list of images, video and other types of multimedia that are now added to organic searches. This will have a large influence on SEO, as organic searches will now include all types of media, not just websites.

What is Universal Search?
Mariss Mayer, who is involved in the search production and user experience at Google, wrote in the Official Google Blog that “…with universal search we’re attempting to break down the walls that traditionally separated our various search properties and integrate vast amounts of information available into one simple set of search results.”

In addition to the universal search program, Google will also be implementing a few navigation elements and experimental features to assist with the new search. On their Google Experimental Labs, they showcase a few ideas that they are playing around with.

One of these ideas is an “alternate views for search results”. This allows users to search results with options in timeline, map or in context to other information types. The “right-hand contextual search navigation” option allows users to search deeper in a particular type of content. By right clicking, users can choose from books, videos, blogs and other types of media.

To demonstrate their new tool, Google created a search of “Darth Vader.” At the top there is a selection of web, images or videos, which the user can choose from for their search results.

How will it affect SEO?
Google’s universal search program will have a huge impact on SEO as it opens the door for other types of mediums. Instead of focusing on websites, SEO companies will be able to expand into blogs, video, images and other media. Marketing that previously was only used for viral campaigns such as videos, can now be integrated and fall under organic marketing.

Blogs have always been an easier marketing tool for websites, as uploading new content to a blog is easier to do and manage than on a site. However, blogs were previously only used in social media and RSS feeds. With the universal search, blogs are part of the organic search, making it easier to market a site as a whole, with a blog.

Companies have already leapt at this opportunity. NRG Law firm is a family law firm, with a web edge. Their site already contains flash elements and brings a sense of colour to a normally “black and white” industry. But it is their blog that is the getting the praise.

Their blog is called the Arizona Divorce and Family Blog. Posts range from basic law explanations to news, law updates and a library. The blog is updated on a regular basis and provides the law firm with a marketing edge. They use it to make laws simple to clients, creating customer relationships, while getting a higher ranking on search engines.

Although with all the different types of media that have now being added, getting ranked in the top ten searches will be difficult, as SEO companies are not competing with other websites only. All mediums will be included in the general search. However, SEO companies have always had to adapt, alter and learn, so a new challenge is nothing unusual.

One thing that will definitely change is that SEO companies will have to take on a more advertising-based, creative role as new mediums get added and explored. The old company image of link-builders and computer whizzes will now have to expand to photographers, film, flash experts and innovators in order to fully take advantage of Google’s expansion.