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It’s been about 2 years since Google introduced Universal Search, and its impact on search results is still being felt today.

Google Universal Search displays products, videos, images, maps, ads, blogs, news, books and natural results (of course) — all on one page. If you hadn’t noticed, Google’s search results are getting pretty clogged up, making it even harder to rank on the first page!

Marketers have always had about a 60% better chance of getting a click if they’re listed in both paid and natural search results. Are you taking advantage of both? If you aren’t, it’s time you did.

Here are some tips that will help you take advantage of Google Universal Search:

1. Use target keywords to name all of your images and keyword-centered anchor text. Also include keywords in captions, and make sure your robots.txt file can spider your images.
2. If you don’t already have a video, then create one. A simple how-to or instructional video can be easily optimized by keyword-centric tagging.
3. If you have an address make sure it’s listed in the local section and link the listing to your site using keyword-targeted anchor text.
4. Get all of your blogs and news listed by sending out press releases on a regular basis. We recommend PRWeb for online distribution. Include targeted keywords throughout your releases and make sure any images have keyword-centric alt tags attached to them.

Contact KEO Marketing for more information about Google Universal Search.

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Last September, Marketing Profs conducted a survey of B2B and B2C marketers to find out which social media marketing strategies work (and don’t work) for them.

The survey found that the most common social media marketing strategy used on Facebook was to attempt to drive traffic to corporate materials through status updates. This strategy, while widely used, was not the most effective!

The survey found that the most effective tactic for consumer-oriented companies was to create a Facebook application, which was done by less than 25% of total respondents. Both B2B and B2C companies also reported surveying their fans as an effective tactic (3^rd most common strategy).

Buying ads—even targeted ones—was the least effective type of social media marketing.

Contact KEO Marketing for more information about social media marketing and Facebook.

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Google rolled out real-time search technology last month, offering searchers access to brand-new blog posts, Tweets and news items far faster than the five to 15 minutes it previously took Google’s Web crawlers to discover newly created items. To do this, Google has adapted its page rank technology and created new algorithms to keep results relevant.

While Bing, Cuil and other search engines provide the same type of results, Google claims to offer the most comprehensive real-time results by scanning news headlines, blogs, and feeds from Facebook, MySpace, Twitter, and other sources.

How do they determine what to display in search results? Well, it’s basically based on reputation. Amit Singhal, Google Fellow, states, “You earn reputation, and then you give reputation. If lots of people follow you, and then you follow someone–then even though this [new person] does not have lots of followers,” his tweet is deemed valuable because his followers are themselves followed widely. It is “definitely, definitely” more than a popularity contest.”

To learn more about How Google Ranks Tweets, you can read the entire article from Technology Review.

Contact KEO Marketing for more information about social networking and Google.

More From KEO

• Google’s Real-Time Search
• Google Caffeine Search Engine Update is Coming
• Google Universal Search – A Review
• Google displays local search results based on IP addresses
• Google & Bing to Include Twitter in Search Results

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