Google Universal Search: marketer’s view
Posted by Admin @ April 1st, 2007 in Search Engine Marketing
You might have already heard of Google Universal Search. Officially, the new Google interface is only available on google.com for users who search in English but part of its functionality is already in use on other domains of Google. GUS takes on a more ‘vertical approach’ meaning you get more information on a narrower subject: search results are adjusted according to the relevancy of the site (as usual), average usage of incoming and outgoing links (new) and registered interests of the user (new). It will also include images and videos related to the search query. Universal Search will probably be available soon in all countries and languages.
The point for marketers is that users of Google are being forced to become more precise in their searches. Keyword targeted ads and SEO will eventually have to be targeted on very specific searches. When potential customers are looking for a product they will search for that product specifically, since it will generate far better search results than a more generic search.
Video results are currently being displayed on the first page of the results, and more videos can be easily viewed from a link on the result page. Also, as a general trend, video advertisements are becoming more important and might eventually be displayed on the first search result page of Google. This moves the point of focus for many search engine marketing professionals towards targeted video and image content and advertisements.
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