Attended a Search Marketing Now webcast this morning about SEO and blended search results. Chris Sherman of Search Engine Land talked about the evolution of blended search results. It was an eye opening presentation because really, do you really remember a time before blended search results?
First off, blended search (or universal search) means that results are made up of non- web sources and traditional web search results. If you do a simple search of something like “summer vacation”, you’ll get images and videos along with traditional results (as pictured above). Chris shows stats that 35% of users don’t use vertical search. Vertical search only focuses on one thing. For example, Expedia can be considered a type of vertical search as it concentrates on travel. Google results are considered more universal because they contain all different types of results.
The benefits of universal search is that more results show up than in the traditional format. This helps local businesses as up to 10 companies can show up on first page. This was a question asked on the webcast and an important one that you should ask yourself – can your products/services be found through:
- News or press releases
- Reviews or testimonials
- Social media or blog content
If not, you’ll know that these areas give you a great opportunity to gain more exposure.
So, do you ever wonder why Yahoo is not as popular as Google? One factor can be that Yahoo only delivers limited universal results. Just something to keep in mind as we can see how universal results influences the giants as well as the little guys. As always, Chris reminds us just how important SEO is and how important it will continue to be for your online business success.