You have probably noticed that over the last couple of years the results you get for a search query (particularly under Google) has started to include different types of listings other than just the traditional Page Title and Snippet information. These days, search results often include a variety of other elements such as video, images, local search, news, shopping or other rich content.
The inclusion of these non-traditional elements in the search results has become known as Universal (or blended) Search.
Because there are generally fewer (often significantly fewer) options for the search engines to choose from when displaying some of these non-traditional elements in their results, competition can be much lower, and it can become much easier for you to achieve high rankings. But first you need to create “content” that will get picked up for Universal Search. Don’t panic – it’s not as difficult as you may think. This post provides some tips on how you can go about achieving high rankings for some of these Universal Search elements.
Image Search Optimisation
We all know that “a “picture paints a thousand words” right ? If your website is content rich, but text heavy, choosing the right images can help provide a better user experience. Images can also help to create an emotional attachment to the products or services that you offer.
To optimise images on your site for universal or blended search (and increase them appearing in SERPs):
- Include ALT text for each image by describing the image using targeted keywords
- Include keywords in the image file names
- Ensure that the text that surrounds the image is highly relevant
Video Search Optimisation
Video has become a fantastic tool for optimisation because it serves a variety of purposes. It helps engage visitors, offers a more interactive means of providing information, reduces bounce rates, and can keep visitors on your site longer.
A great idea for developing video content is to add instructional or how-to videos. These don’t have to involve complicated or expensive production, and could simply be screen captures or slide presentations with a voice over or sound track.
- Try keeping videos to between two to three minutes in length
- Ensure that you tag your video with the right keywords
- Upload your video to popular video sites like YouTube to help get more exposure and increase popularity (this can also reduce your bandwidth usage – which could be a factor if your video goes viral)
Local Search Optimisation
You should optimise your site for Local search Whether your business has a single or multiple locations.
- Create a Google Local Business Listing
- Register your site with Search Eengines and directories that are specific to your locality or business
- Include location specific content on your site
- Consider including address and contact details in the footer of each page.
If you have a number of locations you should have a page on your site that includes all of your local information – e.g. listings of all of your branches or store locations with current addresses. If you have moved location, try to track down (and get corrected) any listings online that contain your old address details.
News and Blog Optimisation
If you have any newsworthy content about your business or organisation, publishing Press Releases and other newsworthy information is a great way to get listed in blended results, especially if the news is timely and relevant.
Posting articles on your blog (you do have a blog don’t you ?) or even commentary on topical issues can also be very effective. Search Engines just love established Blogs, and blog posts can often be indexed within hours (or even minutes) of posting.
If you are stuck on ideas for Press Releases or Blog Posts – try setting up a number of Google Alerts on keywords that are relevant to your industry. You’ll be surprised on what pops up and sparks an idea.
Shopping Optimisation
These days more and more people rely on the web to research products online, even if they plan to purchase from a traditional shop. They like to collate and compare features and pricing online and this helps to form a decision on what (and where) to go ahead and make a purchase.
If you sell products (whether online or not), you could consider registering them with Google Base.
As with standard SEO best practices, you should also make sure that you have relevant and targeted keywords in your product title and description.
To make the most of the advantages (and relatively limited competition) offered by Universal Search you should consider re-purposing your content into one or more of the above media types. Each of these are extensions to your site and its content, and will help you to raise the profile of your products or services online, which in turn will increase traffic and sales.
About Darryl
