Google universal search 'has benefits for search marketing'

Google universal search offers a number of benefits for companies which are carrying out search marketing campaigns, it has been claimed.
According to Sam Tilston, marketing director of Memorybits.co.uk, universal search has also increased the complexity of search marketing for companies.

"The challenge with universal search is that, whereas before search marketers could focus on onpage SEO [Search Engine Optimisation] and building links to sites to improve their search positions and drive traffic they now have to create content and build links to web properties that are included in Google´s universal search," he noted.

Launched in 2007, Google universal search allows results from Google News, Images and Groups to appear on the company´s main search engine results pages (SERPs). It has since grown to incorporate social media networks, such as Twitter.

Earlier this week, MySpace announced that updates from its social networking site are to appear on SERPs, allowing users to receive "real-time" results from MySpace as part of their search.

While universal search has made search marketing more complex, it also offers companies a number of benefits, Mr Tilson said.

"For example, releasing a keyword optimised press release on PR Web can put your brand on the first page of Google temporarily for little effort," he added.
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