Google’s NEW Universal Search

The new buzz ‘round the net these days is in regards to Google’s NEW Universal Search. You may not have heard of Universal Search yet, but it is going to affect the way your website and your company shows up in search engine results, at least on Google for now. So, what is Google Universal exactly and what does it mean for you?

Google Universal Defined

The way Google handles their search results is changing. You may have noticed that pictures, videos, maps and even press releases are showing up in addition to websites in regular search engine results. This is what Google Universal is all about – giving users more options to their search results.

Google Universal is still just Google. Only they’ve combined all of their various vertical databases into one index to serve you a single set of web search results. So, instead of having to go to “Google Images”, for example, to find a particular image, you may now instead find this image in your regular search engine results. This new feature will expose users to new information without requiring them to visit specialized sections within the Google site.

To access Google Universal, you do not need to do anything different – just do a Google search and you may start to see blogs, local maps, video, images, and news right alongside your usual web page results.

What Does this Mean for You?

If you are a website owner, this is a GIANT change and the way you optimize your website is about to change dramatically. It is no longer an option to include optimized images, videos, news, local maps, or blogs on your website, it is a requirement. Remember, Google has approximately 60% of the U.S. search engine market, so its’ time to begin thinking beyond your traditional web strategies or risk getting left behind.

So, what can you do about it today? First of all, we recommend starting with the basics and optimize all of your “on-site” elements as soon as possible. This includes optimizing all of your content, links, images and videos accordingly. Once you’ve got the basics covered, you’ll want to tackle your “off-site” optimization tactics such as blogs, press releases, maps so that they too can be found and indexed properly by Google. Also, as we suggest with all online marketing campaigns, measure your efforts through web analytics and determine your ROI. Participating in advanced optimization strategies only makes sense if it can provide you with a proper return. Finally, make sure you don’t overlook the basics. Good site design, keyword rich content and relevant link building are still essential components for your SEO strategy.

For a complete list of feeds to consider, please see below:

• Google Local Business
• Google News – RSS and Press Release Syndication
• Google Base – XML Product Feed
• Google Books – XML Book Fee
• You Tube – Video Syndication

Conclusion

The web is evolving quickly and so are the search engines. Google Universal is just an acknowledgment of that change. By taking the time to ensure that your website is Google Universal “ready”, you'll increase the likelihood of getting in front of more of your potential clients and customers.

Ron Weber is currently the President of SD Interactive, a San Diego Internet Marketing Agency.