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Managing Your Brand To Perform In Universal Search Results

Achieving and sustaining top ranking visibility for your brand on important organic terms is increasingly getting tougher.

This is because natural text listings no longer rule on the search result page. There are many other elements that appear sometimes ahead of or intertwined with the natural results, including local listings with a map, shopping listings, latest news, top blogs, images, videos and even book reviews can appear.

Google calls these mixed result types Universal search; others call it blended search. These other elements can push what were once top performing organic listings into second or third page positions, as first reported by Lori Weiman from search engine land.

Consider these keyword examples:

“Desktop computers”. The natural listings are intertwined with three shopping listings. If you want your brand to show in the number one spot, you have to compete with the shopping listings that will appear above you.

“Pizza delivery”. Three natural listings on top, followed by seven map listings. If you are a pizza shop showing 4th in natural results, you are below the fold.

“Refrigerator deals”. You’ll see a forum with a description and four forum listings intertwined in the SERPs before you even get to the organic listings.

“Ghost”. If you’re looking for a product named with a word with multiple meanings, such as “ghost,” you may find several videos and image listings beating you out.

Just as SEO has finally become a commonplace tactic in the online search marketing mix, we now find that the evolution of the layout of the SERP requires a new approach. As brand marketers, we need to re-think our strategy for how to achieve top visibility for our brand on our major terms on the free SERPs.

We think of this as a new opportunity to be found in a growing class of page elements.

We hope this information will help you develop your web-site to a more effective and profitable. Stop by for a Free Web Site Evaluation of your Business