- By John Scevola
In May 2007, Google rolled out a new method for ranking and displaying search results. Known as Google Universal Search, this method offered added convenience for searchers, while presenting new and unexpected challenges for SEO marketers. In order to understand the significance of this dramatic change, it’s necessary first to understand the difference between horizontal and vertical search engines.
Horizontal Searching
Typically, search engines perform horizontal searches; these are straightforward relevance and ranking searches. They list the top-ranked results in order across a wide spectrum of subjects and types. Horizontal search engine results include news, sports, shopping, and blogs; they do not distinguish between types of websites.
Vertical Searching
For some time, Google has promoted the use of its vertical search engines at the top of its search engine website. Vertical searching allows the user to search in only one area; for instance, Google Shopping offers ranked results in shopping only, providing users with the ability to see only the results they need. Vertical searching essentially divides the internet into columns, saving time and effort on the part of users.
Personalized Searches
Google retains some information about its users’ searches when they are logged in; this allows it to customize searches specifically for their needs. This personalization means that users see information more directly related to their location, interests, and past searching habits; this can be a boon to users, but a challenge for website marketers.
A “Blended” Strategy
Google Universal Search incorporates the most useful elements of vertical searching and personalization into its existing horizontal search engine. Results from Google’s vertical search engines, like Google Images, Google Shopping, and Google Books will no longer be separated from other results or simply ranked in a straightforward manner according to relevance and popularity.
Google Universal Search does simultaneous searches of its vertical search engines, as well as the traditional horizontal search. Then, using a complex algorithm, it determines how to place these results on the page. This new blended strategy allows users to see a wide range of results of all kinds, including local listings designed specifically for them. Users can click on categories within the results page, rather than simply choosing from a list of website results.
What This Means for SEO
This change presents enormous challenges and new opportunities for SEO marketers. It’s no longer enough to provide relevant, useful information with the right number of keywords to achieve high rankings. SEO marketers must diversify into a number of areas they may not have considered before.
• Blogs mentioning your website can now be used as marketing tools to drive traffic.
• Press releases are listed in the blended news results; used properly, this can be one of your most effective tools. News is ranked chronologically as well as by relevance; by keeping your website prominently featured through regular press releases, you can optimize your search engine results.
• Images are more important than ever before, and tagging them correctly ensures your site gets the proper recognition.
• Including your company website in local online directories gives you one more way to improve corporate visibility.
Content Copyright © 2012 By John Scevola + SEO Group – All Rights Reserved
