Universal Search enables Google to reach for results from other data bases Google possesses. When it was first released, it was only shown in very targeted, niche-type searches. I've come across it in the eCommerce space more and more. Universal Search allows Google to inject results from its other databases, such as Google Video, Google Base, Google Local, Froogle, etc.
What is the goal of Universal Search? According to Marisa Mayer, Google's VP of Search Products, it is to create "...a seamless, integrated experience to [provide] users the very best answers." What I have witnessed:
Since these additions are happening right within the SERPS, it means that it will affect where your sites are positioned. Unless you jump in, it might mean your sites will more than likely take a fall. If you notice that Universal Search is being employed for your main terms and your traffic is dropping, you should start looking for keyword phrase variations which aren't triggering Universal Search results, while you are working on increasing your ranking.
Google Local has hit the mainstream search. On April 6, 2009 Google announced they were going to integrate Local Search Results to the regular SERPs more frequently. And they weren't kidding. While it's far from perfect in serving true "local results", it's headed in the right direction.
While using images on your site for illustrating your services and products is a no-brainer, can you use them to get traffic? Many say "Yes." Since Google has their own image database they will tell you to optimize your images with descriptive, keyword-rich file names and ALT Tags. This can index your images properly through the image bots and permit for your images to appear on the first page when a picture search is done. Sounds great, doesn't it?
You think... "Someone will search to have an image, see my cool widget and purchase it!" While that is really a nice dream, the probability is about as likely as a lightning bolt striking on your head. People searching for images are NOT your customers. Just like visitors who get to your site by typing the "site:" command are not your customers. Remember, this isn't about traffic, but about conversions. Image traffic doesn't convert.
However, when there is an image that you would like Google to showcase for your site, put it in another folder, for example "appimages", and allow the folder to be indexed. This way, you're in control of what images Google can and cannot index.
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Note: This article was sent to us by: Keith B. Reed at 02242011
1. Easy steps to optimize a page for search engines
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