What is Universal Search?
Universal Search is rapidly becoming the next big step in search
engine evolution. Universal Search is the integration of
multiple kinds of media into search results. Search engine
monster Google was the first to release universal search.
Google's users recently may have noticed images, YouTube
videos, and other forms of media showing up in the standard
results page. The other major search engines have all either
recently rolled out their own versions of Universal Search or
have announced plans to do so. Such a significant change in the
operation of every major search engine warrants close attention
from SEO companies.
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This is not the first time Google has introduced multiple kinds
of results on the same search page. For instance, Google has
long put pay-per-click advertisements, local results, and book
search results at the top of the main search page. It is also
not the first time the company has offered searches in multiple
kinds of media- Google Image Search is an age-old feature of the
search engine giant. However, it is the first time a search
engine has been able to put multiple content types within the
same ranking system. For instance, under the new universal
search system the number one result for a query could be a web
page, a news article, a video, or even an adobe PDF document.
What are the aims of Universal Search?
Universal Search is a step towards comprehensive search. Google
and the other engines realize that there is information
available in more than text on the web. Pictures, videos, and
virtually any kind of media can be of use to a searcher. Google
has had the tools to search many of these kinds of media, but
these search tools have been separated into different tabs and
sections of their website. Universal Search is an attempt to
bring the most relevant information- from any source or medium-
to the search engine user. While currently Google's Universal
Search has not added search capabilities for mediums that
previously did not exist, it has started to expand its video
search past its own properties (Metacafe and other video
services are now being indexed in addition to Google Video and
YouTube), and it does indicate the industry's interest in fully
comprehensive searches. Universal Search, along with Google's
new personalized search features, is the company's newest way
of bringing the most relevant and effective information to their
users.
Drawbacks of Universal Search
There are a few legitimate concerns with Universal Search. For
one, Google may be putting itself at legal risk. Google has
faced numerous lawsuits from many content distributors-
especially newspapers- due to the fact that Google often caches
copyrighted material. However, one of the main arguments against
Sam Zell (the owner of the Washington Post) and his case against
Google was that Google News, the section of Google's site that
serves as a news feed, did not have advertising and therefore
made no money. Because of this, the headlines and story excerpts
used on the page constituted fair use. However, now that news
articles are being introduced to the main search page, where
Google makes the majority of its money, Google may be in danger
of more lawsuits.
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Additionally, some critics of Universal Search have voiced
concerns that the new system may be unappealing to users. Some
feel that the system makes it harder to sift through results.
Universal Search breaks up the uniformity of the page and could
conceivably make it more difficult to sift through the
information. At this point there is no way to turn off Google's
Universal Search- a point bemoaned by many industry bloggers.
Universal Search is still in its early stages, and Google, as
well as the other search engines, may eventually decide to pull
the system. However, at this point, it would be extremely unwise
for SEO companies to bank on a reversion as the industry as a
whole seems to be moving towards universal search.
How does this affect SEO?
Many in the SEO field are worried about Universal Search, and
the changes it will bring. While it is still uncertain just how
expansive Universal Search will be as Google continues to
implement its multitude of features, it is certain that SEO
companies will need to react to remain current with effective
practices. Until now, on-site SEO has dealt almost entirely with
text content. Keyword optimization, meta data, linking and page
structure are all text. However, with the advent of Universal
Search, new viable options are opening up for the acquisition of
traffic. As search expands to cover more and more kinds of
content, SEO will as a result expand to cover those same areas.
Much the same as SEO has had the goal of making all of the
textual content of a website easily accessible to a search
engine, so will it become necessary to optimize images, videos,
and documents associated with the website.
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SEO for different industries may start to take different
approaches and have different focuses of optimization. For
instance, an SEO campaign for an artist's website may want to
focus on promoting images of the artist's work, whereas an
electronics provider could want to get a demonstration video of
their product to the top of the results page. Search engine
marketers that have been paying attention to vertical search
(also known as "specialty" search) will benefit the most from
the changes brought by Universal Search.
Vertical searches are specialized search features of broader
engines or specialty search engines. These index specific kinds
of sites and documents on the internet including books, blogs,
and other informational documents. Universal Search incorporates
results from Google's vertical searches, and content optimized
for these searches will be more likely to show up in Universal
Search. This should also increase the average user's awareness
of other search options in the engines that adopt universal
search. Universal Search allows search engine marketers to
direct users to the most relevant and enticing information
available on their product or service in whatever media it
exists.
About The Author
David Salinas is the CEO of Digital Surgeons: A Full Service Internet Marketing Agency
specializing in scalable result orientated online business solutions. He has had over four years of Search Marketing experience in
the online marketing channel and has been a part of over 200 clients online growth both nationally and internationally.
