Google is changing the way we all view search. Back in May, it introduced a “Universal Search” system that blends listings from its news, video, images, local and book search engines among those it gathers from crawling web pages.
The move potentially should be a huge boon for searchers, while search marketers who have paid attention to the importance of specialized or vertical search will see new opportunities.
But it has now become more imperative to include video, images, news articles and other content that search engines will want to crawl. Because of this search engine marketers are going to now add this to the mix of “things to do” in order to rank well in Google’s SERPS.
Where this is all going is towards a more vertical type of search result. By being more vertical, the result is more targeted. The end result is a blend of everything in one column, hence better and more relevance.
Because of this change in a more targeted approach to search results, it means that you as a web afficionado, better have more quality content on your site. The better your content, the more of it that which will be pushed up. By better I mean variety as well.
Google’s ultimate vision for universal search is to search across all its content sources, then comapre and rank all the information in real time, and then deliver a single integrated set of precise and personalized search results.
So when designing a page, or a site, as your goal once was to be in the top 3 on the first page, it’s now important to be on the first page. Why? Because you are now competing with images, videos, blogs, and new results in the organic listings. So the more eye catching your graphics are that appear in the results on the first page, the better your chance of being clicked on, even if your not in the top 3. So the more diverse your site is in it’s approach to content, the better your chances.
So how prepared are you?