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Google's Universal Search and the Impact on SEO
As you know by now, Google has been integrating a new universal search platform. The question many have is how this will impact the seo game.
Universal search is an effort by Google to integrate its various verticals. Instead of just using an algorithm to sort basic organize rankings, Google is now trying to sort those rankings plus local search, video, book and other listings it has. Nobody is entirely sure how Google is going to pull this off, least of all Google which has admitted it is going to be a bumpy road for awhile.
So, what does universal search mean for sites that are trying to get old fashioned organic rankings? In the short term, it is not good news. You will no longer need to be in the top 10 to appear on the first page of search results. Instead, you will need to be in the top three or four as the rest of the search page will be filled with video, local listings and so on. In the long-term, however, universal search may turn out to be a boon for many sites.
If organic rankings are getting squeezed off the first page of results, how could this be good for sites? Well, this is going to force sites to take a more global approach to marketing. Most sites find a niche such as PPC, SEO or whatever and never leave it. Universal search is going to force you, me and everyone to expand our marketing efforts into all possible platforms. This is a kick in the rear to get your site listed in the local search platform and to start playing with video advertising. This, of course, assumes you still want a slice of the massive traffic being produced by Google.
So, is seo dead on Google? Not at all. First off, Google does not have anywhere near enough content to bump organic listings from every search. While results for "Hawaii vacations" are probably going to be effected, most keyword phrases will not. Along this line of thought, you should be reviewing your seo efforts to integrate more tail keyword phrases.
Finally, there is some school of thought that Google is jumping to far to fast with universal search. If it succeeds, Yahoo and MSN might as well pack up the car because Google will absolutely crush them. On the other hand, Google risks turning off searchers by putting up what could be termed a bunch of junk. One of the great thing about Google is, or was, that it was clean and simple. This is no longer the case. Force feeding people video and book results for something like "teeth cleaning" is an iffy prospect at best.
Ultimately, Google may lose market share to MSN and Yahoo. If that is the case, your seo efforts for those engines should do just fine.
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