Universal Search Changes SEO Forever
By Martin Kelly Google has started rolling out Universal Search across its Australian and NZ sites, a move that is already having major SEO ramifications. Universal Search means that people who use the main Google search engine will potentially not just get text links but also maps, images, news and video results in response to their query. Previously these had been segregated – that is, if you wanted an image you had to search the ‘Google Images’ vertical, or the ‘Google Video’ vertical etc. Now they are increasingly aggregated in the main search page, and this is having a major impact on the natural and paid search results, especially for businesses. For example, some lucky businesses which have listed themselves with Google Maps/Local are getting organic search precedence over their competitors. A classic example is for the extremely popular search term ‘Sydney hotels’ – the target of intense paid search competition - where the top three natural results are for hotels marked on an adjacent map. The map, as the only visual on the results page, immediately draws the eye away from everything else, including the paid ads. In addition, the listing provides two links – one to the hotel’s site, the other to rich info actually housed on the Google site; things like images, contacts, reviews (consolidated from the likes of Trip Advisor) and so on. Intriguingly, visitors to these pages are also asked if they’d like to add a review of their own, using a Google service. The same thing happens with ‘Melbourne hotels’ and you can also try ‘chemist Rose Bay’ to get the typical small business picture. Looks like the game has changed for ever, and it has only just begun. Google spokesman Rob Shilkin said there’s “no specific timetable” as to when the rollout will be complete. Search Engine Room: October 8, 2007 Latest News
© Copyright 2008, Bluewater Press |
Events
Australia’s original search marketing and optimisation event, Search Engine Room, is returning to Sydney with a fresh theme and approach. Highlights include:
Search Engine Room an Australian-owned event that strives to reflect the market in which it operates while embracing international trends. It’s outward rather than inward looking, taking great care to incorporate consumer and marketing priorities into innovative and provocative programs. The program will be launched the week beginning July 21. Informative, educational, provocative and sometimes controversial, Search Engine Room is the leading event for Australasia's rapidly-growing search industry. It's held annually, attracting widespread industry support, and has a reputation for quality content, excellent event management and staging. The program focus is on respected, well-connected speakers delivering topical, relevant information. Search engine optimisation and marketing is well-covered, while broader industry issues are also addressed through interviews with leading search industry figures. There are case studies and debates, plus panels led by informed journos. Audience interaction is encouraged and Search Engine Room always makes an effort to be forward-looking, tracking the latest search and digital trends. Consumers are also given the once-over, enabling delegates to gain a better understanding of their customers. This format has great appeal and delegates come from around the country. Apart from search marketers, marketing managers, e-commerce managers, online business owners, senior management, digital media executives and agency types predominate. Companies large and small from diverse industries are represented. Some have been in the game for years, others are just starting out. A good way of keeping in touch is to subscribe to Search Engine Room News, which is packed with original content and comes out every five or so weeks. If you have any questions, please call Martin Kelly on 612-9882-1575. Meanwhile, here are some images from the 2007 event.
Bookings are now open for TRAVELtech 2008 - Australia's leading online travel marketing, distribution and tech event. This year's theme is the open-ended Year of Living Dangerously? It can be taken a couple of ways ... the obvious: oil, inflation, interest rates and marketing costs up - challenges ahead. But it's also a question, and the good news is there's increasing evidence the online channel may be the place consumers turn at times like these. Find out more at TRAVELtech 2008. Confirmed speakers are listed below, while the latest program has just been posted - it's packed with industry leaders and topical content.
TRAVELtech, founded in 1999, focusses on the latest online travel marketing and web-based innovations. It has a well-established reputation for delivering relevant, high-quality content and excellent networking - more than 300 delegates attended in 2007. If you have any questions, suggestions or would like to sponsor, please call Martin Kelly on (612) 9882-1575. Please visit the TRAVELtech photo gallery to see some photographs from the 2007 event. |
