Search Marketing Blog
Advanced SEO Tactics for Improving Google Universal Search Results
Posted by Kent Schnepp on 09.20.2007First off, let me apologize for the lack of recent posts to our EngineWorks blog. We have been extremely busy with the addition of several new team members (Rachel Nordquist, Scott Fish, Ryan Craven, Chloe Collins and Kimberly Nickelson), as well as launching robust campaigns for numerous new world-class clients. That said; let’s turn our attention to the topic of improving results through Google’s new universal search offering.
Google universal search, launched in May 2007, is arguably the search engine giant’s most important update, to date. This is due to the fact that now Google is integrating news, blogs, videos, images, and local content directly into its traditional search engine results pages (SERPs). This development may have a negative effect on your existing search rankings in Google. However, the positive impact from Google universal search is that Search Engine Optimization (SEO) specialists now have a plethora of unique marketing opportunities within Google’s SERPs to drive additional qualify traffic to client Web sites.
Google Universal Search Tactics
News
The following items should be considered when optimizing your news items for Google universal search:
- Create news worthy content!
- Submit your news to Google. If you are writing industry specific news, make sure Google knows about it. Whether it’s delivered through your company blog, or through a frequently updated news section, it is paramount that the news content be submitted to Google.
- Update your content frequently. Frequent updates will keep improve your chances of being viewed as an authority within your industry by Google.
- Develop a Google News Sitemap. Google News Sitemaps are very similar to XML sitemaps. For more information visit Google’s Webmaster Help Center.
Images
The following elements should be implemented when optimizing images for Google universal search:
- Use descriptive file naming conventions. For example:
<img src="images/the-cure-greatest-hits.jpg" /> - Always define the content of an image by using the Alt attribute. For example:
<img src="images/the-cure-greatest-hits.jpg" alt="Album Cover of The Cure Greatest Hits" /> - Use the Title attribute.
<img src="images/the-cure-greatest-hits.jpg" alt="Album Cover of The Cure Greatest Hits" title="The Cure Greatest Hits" />
Local Content
Consider incorporating the following elements into your site for Local universal search:
- Verify your site with the Google Maps.
- Incorporate your most important keywords into the description.
- Add as much relevant content as possible, and make sure to include photos. Google now allows businesses to upload 10 photos to their profile.
- Encourage customers to submit reviews. Google provides users with an opportunity to submit a review, as well as displaying reviews from sites, such as Yelp.com.
- Include your address and phone number on every page of your site.
- Integrate Google maps on your contact page.
- Include directions to your business using local landmarks.
Conclusion
Given the importance of ranking well within Google’s index, and the tremendous opportunities presented by universal search, it makes sense to learn as much as possible about the new optimization strategies for improving the relevancy of your site. Come back to our EngineWorks blog on a regular basis, for additions tips and techniques surrounding Google universal search.
Please chime in if you have any additional optimization techniques for Google universal search.
Kent Van Vleet 09.20.2007 at 10:43 pm
Kent,
Thanks for this great blog. I’ve searched long and hard for answers like these and this is the most comprehensive yet straightforward list of tactics I need for my website. I especially like how current it is with Google’s update in May 2007. We’ve got great news-worthy content on realvail.com but are continuously trying to rank ourselves higher. Our listing is very competitive and search engine indexing changes often. Every new optimization technique I can find helps!
I can’t wait for more great blogging!
Social Poster » EngineWorks - Advanced SEO – Tactics for Improving Google Universal Search Results 09.22.2007 at 8:28 am
[...] EngineWorks - Advanced SEO – Tactics for Improving Google Universal Search Results # Create news worthy content! # Submit your news to Google. If you are writing industry specific news, make sure Google knows about it. Whether it’s delivered through your company blog, or through a frequently updated news section, it is paramount that the news content be submitted to Google. # Update your content frequently. Frequent updates will keep improve your chances of being viewed as an authority within your industry by Google. # Develop a Google News Sitemap. Google News Sitemaps are very similar to XML sitemaps. For more information visit Google’s Webmaster Help Center. [...]
Eric Myers 09.23.2007 at 9:00 am
That’s a great summary Kent — local is all over as the next big thing, and so many clients appreciate having steps to take now that they can move forward with. Nice work!
search engine optimization services provider 11.26.2007 at 11:52 pm
Hi, I found your article on google search, it great to read such an informative stuff in our field. I liked it.
SEO at http://lakhosoft.wordpress.com
Scott 12.03.2007 at 8:52 am
Good information, but there are aspects of universal search that are missing. More frequently, we are seeing products integrated into the search results page. If you have products in an e-commerce application, it is possible to “leapfrog” the search results with a link to your product at the top of the page. What I’ve never found is any good information on how to optimize the products so that they rank better…the rankings seem to be very static. We have made progress on them, but not nearly enough.
Also, video as part of universal can make an impact, but we have not seen much of that in our admittedly small niche of the world.
Kent Schnepp 12.03.2007 at 9:03 am
Scott -
I absolutely agree with your assessment of video. I believe that video will continue to impact universal search results and will in fact become more important.
SEO for Yahoo Small Business - Terry Reeves 12.28.2007 at 10:17 am
I believe videos will be the greatest asset to many small business and local web sites. Especially with Google now introducing video site maps. Universal search will soon have the ability to showcase the “little guy” as well as the major players now featured.
Kent Schnepp 12.28.2007 at 10:34 am
Terry -
Good point. I think I am going to write a post specifically about video optimization for universal search. Thanks!