Search Engine Optimization and Universal Search: The Next Giant Step Forward in Search Technology:

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Written by Digital Surgeons,
• 4 min read

With the recent launch of Google’s Universal Search technology, search engine optimization companies are gearing up for yet another major evolution in methods for effectively optimizing websites for the major search engines.

  Creative minds among search engine marketing agencies big and small are already brainstorming with their most talented programmers on new search engine optimization techniques for promoting the completely new forms of information delivered via Universal Search. The online searcher is now presented with a banquet of diverse data sources with Universal Search technology including photos, videos, maps, PDF documents, and news releases. All of the major search engines are now either ready to release or in the process of developing their own versions of Universal Search Technology.

  Search engine optimization has traditionally focused on optimizing textual website-based documents. The emphasis of effective search engine optimization has so far been on impeccable website coding, high quality linking, and keyword rich website content. A radical change of direction can be expected with Universal Search. All of these important factors are inherently text based. Universal Search now presents SEO companies with the challenge to think way outside of the box and find ways to gain high rankings in the search engine results for such varied media as video clips, product demonstrations, and audio recordings. Optimizing for the new images and other search engine results delivered by Universal Search will involve a lot more than adding titles and alternative tags. Many unique optimization methods will need to be developed to address each of the new media result possibilities included with Universal Search.

  Google has for some time now offered such info sources as Google Images and Google Maps as separate search options. Universal Search pulls all of these data types together for a much more varied selection of information on one search engine results page. The increasingly internet savvy public is always seeking ways to get more out of their online search results. The trend continues to be a demand for even more and better information delivered as quickly and efficiently as possible and Universal Search is the response. Depending on the individual search engine user, demands are becoming for either more precision of results or more variety of results. Universal Search, in combination with Google’s new personalized search results technologies, has the potential to answer these demands in a big way.

  Universal Search is a promising yet brand-new search engine technology still in the exploration phase. Current critics sight a couple of different major issues with the Universal Search method. With the great variety of media forms in the search engine results, some see problems with sorting through all these diverse listings offered by Universal Search for the right kind of data for the situation. For example, with Universal Search an online searcher looking for a new car types in Pink Cadillac and receives a photo of the car in question from an auto body online calendar; a Cadillac promotional video clip; an audio recording of the song “Pink Cadillac”; and mixed in with all these, a couple of Cadillac dealership listings that may be of interest. Currently Universal Search does not offer the options to turn off non-text based results or adjust for only particular media forms. This seems like a very logical next-step for improving the Universal Search technology.

  Another potential problem with Universal Search is that the caching of certain documents, such as news articles, presents the possibility of copy write infringement. With earlier lawsuits pointed at Google News, the successful argument was that Google News did not offer advertisement and thus could be viewed basically as a non-profit entity. With Universal Search pulling these news articles into the main search engine results, they will be placed right alongside Google’s sponsored advertisements, a very obvious money making vehicle.

  Google’s commitment to their new Universal Search technology along with the inevitable launch by every other major search engine of their own adaptation of Universal Search makes it clear that this evolutionary step in search engine results methods will be a force to be reckoned with for some time. Universal Search shows great promise for presenting the online public with a very wide variety of information forms to choose from. The lack of ability to turn off Universal Search or to more precisely choose which data forms to include in the results is a drawback that seems practical to address in the near future. Smart search engine optimization companies will need to evolve right along with Universal Search methods to continue to deliver high search engine results for their many clients.