Universal Search White Paper (April 8th 2008)
Hello! Welcome to another Webfly podcast.
Webfly is the antidote to search engine marketing jargon. A techno-blog without the techno-babble. The place to find real business information you can use and the place to catch up on the real Internet news.
This is the first in a series of Webfly White Papers designed to help you get to grips with the key issues. In this podcast we are going to tell you everything you need to know about Universal Search and, believe me, you need to know…
OK. So what's this Universal Search stuff?
Last year, Google changed - forever.
Basically it changed the way it searches and displays results. Prior to this change, if you were interested in, for example, Barack Obama or Hillary Clinton, your search results were returned in 'vertical silos' - Vertical silos being a list of results on the main page and the option to see news results on a separate news page or images on the images search page and so on.
Today, when you search 'the web', you will see not only news and image results but also blogs, videos, press releases, maps, podcasts and books blended together at the top of the main results page.
So what! Not a problem, I hear you cry! It doesn't affect me or my business!
Well - it does and it could be that you've already noticed the effects - even though it's not fully rolled out in the UK yet.
The most obvious effect could be that your website has plummeted for no apparent reason. This could well be as a result of Universal Search. The way it works means that there is greater diversity in the type of results returned on the first few pages - so not as much room for normal, average websites with normal, average content! Basically if you don't have the types of content that the new Google is looking for, you could well drop down the rankings and you might soon be over-taken by your competition.
That's not good is it?
So you will need to change. Everyone in business will need to change. There's just no escaping it. Universal Search is going to make a massive difference to the way every company - including yours - needs to market itself on the web; we'll all have to change our approach to meet the challenge of Universal Search . And as with all changes, it's best to start now.
So what can we do?
For some, Universal Search is a threat. But it's also a huge opportunity. After all, Google uses a programmed robot. It searches in a way that is at least partly predictable. It uses algorithms - mathematical formula - that deliver the results and we can use what we know about the changes made to these algorithms to exploit Universal Search to our own advantage.
How can we do this?
We know that the new Google likes websites that have lots of different types of content, are popular with searchers and have highly relevant pages. You've probably already noticed that many top ranked, popular websites are starting to look and sound very different: Videos; links to live TV broadcasts; blogs; animated content; more pictures. All this new stuff ensures the website makes the most of the new Universal Search. To make Universal Search work for you and your business you need to focus on the following content:
Blogs
Add a company blog to your website. Industry commentaries, white papers and information blogs are the key way to increase your search ranking and attract new business.- PR, Podcasts & News sections
Live or recorded broadcasts on newspaper and TV websites are great ways to increase your exposure and Google loves them! 
Audio & Video
Adding correctly tagged and optimised audio or video to your website makes sound business sense even without the issue of Universal Search.- Image-optimised content
Concentrate on unique, correctly tagged, relevant images on every page.
What about my online advertising?
For now, your Pay-Per-Click ad campaigns just need close monitoring. But Google has hinted that it will introduce a new form of PPC in the near future and trials are currently underway in the US. It will echo the Universal Search and enable video and animation advertising, opening up a whole new explosion of competition for your business!
What should I do first?
Get professional help - speak to your agency or if you prefer, speak to us here at Edgeworks! Integration is the key to the future
But above all - Don't panic!
Universal Search could help you attract new customers, create a new market for your products and services and increase profits. It could be the best thing that ever happened to your business. But only if you play the game!
For further information and more visit the webfly blog at www.webflyblog.com
