I remember when the Google search results consisted of page after page of blue links. (I also remember Netscape, but I tell myself that makes me a veteran, not old.)<\/p>\n\n\n\n
While search engine technology was simpler then, it was also a lot more frustrating. Not all results were relevant and, if you were looking for something other than a website, such as an image or video, you were pretty much out of luck.<\/p>\n\n\n\n
That changed in April 2007, when Google rolled out Universal Search. In this article, you\u2019ll learn why Universal Search results are still relevant and how to optimize your site for maximum visibility.<\/p>\n\n\n\n
Also known as Blended Search or Enhanced Search, Universal Search does exactly what its name suggests: pull from multiple sources to deliver what Marissa Mayer (then Google Vice President of Search Products and User Experience) called \u201ca seamless, integrated experience to get users the best answers.\u201d Instead of websites alone, information was drawn from image indexes, YouTube, online publications, and more.<\/p>\n\n\n\n
When it was launched, this all-encompassing approach to answering queries made for a richer and more fulfilling user experience, and it only got better. For example, if you typed in the phrase \u2018strawberry,\u2019 you would be presented with everything from mouthwatering photos and health benefits to jam recipes and growing guides. To the right of the SERP, an infobox would display the Wikipedia definition of strawberries, nutrition facts taken from the USDA, and popular related searches, such as bananas and blueberries.<\/p>\n\n\n\n
Fast-forward to 2020, and universal search results have become even more intuitive and sophisticated. For example:<\/p>\n\n\n\n
\u25cf Results from real-time platforms like Twitter often appear when searching for breaking news or current events.<\/p>\n\n\n\n
\u25cf Google Shopping results appear when the search query suggests a clear intention to purchase.<\/p>\n\n\n\n
\u25cf Google Knowledge Graphs<\/a> present users with more information related to their search.<\/p>\n\n\n\n \u25cf Instant results are available when searching for apps, weather information, flight times, and sports results.<\/p>\n\n\n\n From a user perspective, universal search delivers the most relevant results possible by drawing them from multiple sources with information on the same search topic. If you search for the latest Avengers <\/em>movie (it\u2019s July 2020, so I\u2019m guessing that would be Black Widow<\/em>), you\u2019ll find:<\/p>\n\n\n\n \u25cf Teaser trailers on YouTube<\/p>\n\n\n\n \u25cf A Wikipedia summary (of course)<\/p>\n\n\n\n \u25cf A Top Stories panel with links to recent news coverage<\/p>\n\n\n\n \u25cf An infobox with everything you want to know about the Marvel character and the movie)<\/p>\n\n\n\n With your SEO hat on, this means that you\u2019ll need to create and optimize a broader range of assets than you did before 2007, but it all starts with a well-constructed website.<\/p>\n\n\n\n The first step in optimizing a website for Universal Search is understanding what customers will be searching for and selecting appropriate keywords<\/a>. If you operate a boutique coffee roastery in Toronto and offer local delivery, your target audience is probably using search phrases like:<\/p>\n\n\n\n \u25cf \u2018Coffee delivery in Toronto\u2019<\/p>\n\n\n\n \u25cf \u2018Organic coffee Toronto\u2019<\/p>\n\n\n\n \u25cf Coffee roaster Toronto\u2019<\/p>\n\n\n\n To attract more local search traffic<\/a>, you need to:<\/p>\n\n\n\n \u25cf Ensure that your site is well-structured, optimized for mobile devices, and contains the keywords that ideal customers are most likely to use.<\/p>\n\n\n\n \u25cf Use short and descriptive URLs that signal page topics to the search engines\u2014for example, www.joescoffeeroaster.com\/toronto-coffee-delivery.html instead of www.joescoffeeroaster.com\/page3.html.<\/p>\n\n\n\n \u25cf Create appropriate and appealing meta titles and descriptions. You want them to include your chosen keywords and be interesting enough to make searchers want to click through to your site. To avoid truncation, keep your meta descriptions within 155 characters<\/a>.<\/p>\n\n\n\n \u25cf Give all page content a logical structure by using headers and subheaders. They should ideally include the main keyword that you\u2019re targeting.<\/p>\n\n\n\n \u25cf\u00a0 \u00a0 \u00a0 Internally link<\/a> between various pages to increase search engine crawl speed and highlight your most important pages.<\/p>\n\n\n\n \u25cf\u00a0 \u00a0 \u00a0 Build backlinks<\/a> from other websites by creating content that these sites will want to link to.<\/p>\n\n\n\n That\u2019s a lot, and it\u2019s only for your website! In the next section, we\u2019ll review best practices for your digital content and social media.<\/p>\n\n\n\n Since Universal Search pulls content from vertical search platforms like YouTube, Google Images, News, Shopping, and more, you want to have as much exposure as possible in each of these areas.<\/p>\n\n\n\n \u25cf Google Images: <\/strong>Optimize images of your store and its products with keyword-rich file names and ALT tags. These tags can also benefit the visually impaired and those who are only able to access the site in text-only format.<\/p>\n\n\n\n \u25cf YouTube: <\/strong>With over two billion logged-in monthly users<\/a>, YouTube can expose your business to a huge audience of potential customers. Change the name of your video files from something like \u2018roastery_ad_004FINAL.mov\u2019 to \u2018Toronto_coffee_roastery.mov,\u2019 insert keywords naturally in the video titles, and optimize all video descriptions. It\u2019s also a good idea to tag your videos with popular keywords that relate to the topic.<\/p>\n\n\n\n \u25cf Google My Business: <\/a><\/strong>Half of those<\/a> who do a local search on their smartphone end up visiting a business they found there the same day. Sign up for a free account and fill in your profile, making sure it is as complete as possible and that all information is accurate. Add high-quality pictures, your local phone number, and operating hours to give your business the best chance of appearing in an infobox for Toronto coffee roasters.<\/p>\n\n\n\nWhy is Universal Search important?<\/strong><\/h2>\n\n\n\n
Optimize your website for Universal Search<\/strong><\/h3>\n\n\n\n
Optimize your content for Universal Search<\/strong><\/h3>\n\n\n\n