Get More Clicks in the New World of Universal Search
30 Jun 2008 - 09:02:45

Richard Morochove, PC World Wed Jun 25, 5:00 PM ET Search engines can drive a lot of visitors (read: potential buyers) to an e-commerce site. But if you think good text is all you need to score a high search-engine ranking, you haven't looked closely at search-engine results lately. Search results are no longer limited to blue text links. Search engines now integrate feeds from specialized areas, such as news, pictures, and video, into many search query results. New tagging technology promises to make it easier for others to find and access multimedia and other specialized content on your Web site. It's important for your connected business to take advantage of these developments in Web technology and search engines. Universal search, which blends multimedia and news content with traditional search engine results, was a hot topic at last week's Search Engine Strategies conference in Toronto. Everyone knows that being number one in a search engine for a popular keyword, or search term, can attract thousands of clicks. But what constitutes number one in universal search these days? Is it the sponsored pay-per-click ad splashed across the top of the page, the first text link, the top news link, or an eye-catching photo or video featured in the results? All get their share of clicks. So the savvy Web site marketer should consider ways to make all components of a site's digital assets (text, pictures, and video) rank highly. Masked by the distraction of Microsoft's on...

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