Universal search to play 'bigger role' in search marketing

Universal search tactics will become a more important part of search marketing over the coming years, it has been claimed.
Writing on ClickZ, Crispin Sheridan noted it is not common to see ten basic blue links on a search page anymore.

"Universal search is here to stay, with news, multimedia, deep links, and even tweets showing up at the top of SERPs [search engine results page]," he noted.

Companies need to invest in universal search now, Mr Sheridan argued.

"Optimising your site content and connecting with your audience via social networks can have dramatic effects on your organic traffic and rankings - and they might help you leapfrog over your competition," he said.

The industry expert added that companies should look at their search marketing keywords, adding that language is constantly evolving.

Last week, in a column for Search Engine Watch, Michael Bonfils said companies who use search marketing should choose their keywords carefully.

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