Question 2: It is obvious that Google has been looking very seriously at video and Universal Search. How would you help your clients in optimizing their web content so that they can gain optimum exposure in the new world of Universal Search? How will all this affect SEO and the future planning of marketing initiatives?

Scott Buresh

At present, Medium Blue deals with all client collaterals – video, pictures, PDF files, etc. We ensure that all of the necessary content is optimized; however, universal search is still unproven. The outcome depends ultimately on feedback, but the trend seems to show signs of pulling back since the number of blended search results from the initial launch have decreased.

Matt Foster

We have been recommending the incorporation of video content, coupled with video SMO (social media optimization) to our clients for months now. Our internal research indicates that video content performs well in universal search and, if done correctly, can have a far greater viral effect (translation: link bait) than more traditional forms of content. Video content should be embedded with the proper meta information, as well as contain descriptive titles and surrounding body text, often in the form of a short video description. An additional way to optimize the video itself is to provide a transcript of the video in readable html format along with the video. Provision of code for embedding the video in a third party website, including backlink code, aids in the viral marketing of the video. Social media optimization of video content should include more traditional bookmarking, as well as promotion on video sharing sites such as YouTube.

Roger Janik

Universal Search has been stated several times by Google that it will play a significant role in future search results. It’s easy to understand that more and more web surfers are looking for not only text based content, but other types of media as well. I think that Google has made a wise decision in going after and heavily weighing video and other types of content as high value, ranking them appropriately higher than other types of content. (Keep in mind they spent over a billion on YouTube).

In regards to SEO, your clients can always maximize their exposure by ensuring that whatever content is created- is high quality and unique. Google is ultimately looking for value and not necessarily just content that is in a specific form of media. While text content generally speaking is cost effective, creating other forms of media such as video can be cost prohibitive for some types of sites. However, if you feel you can create quality content, whether in video or audio format it is generally worth your while.

Remember, Google’s real business is advertising- they want to connect easily with the viewers of the content and place high paying contextual ads next to it. Always optimize media content- especially for Google AdSense Publishers. Make sure you optimize the video’s information such as file name, title, description and tags. For instance, you should upload your content to a variety of sites (obviously YouTube) and make sure you fill out all the forms with optimization in mind. Make sure you have an optimized file name that is relevant to your needs, the same goes with the title and description fields. Finally, lots of video sites offer tagging as a way for visitors to easily find videos on specific topics- make sure you take advantage of tagging.

As far as future planning of marketing initiatives, Universal Search is in its early stages, there is still plenty of testing going on to determine the best way to utilize this technology. For now, Universal Search should be part of any moderate to large sized SEO campaign and especially for any campaigns that can benefit from multi media- such as marketing a musical band, game, software, etc.

Frank Siano

Universal search is becoming a reality more and more with each day that passes. I think this just adds more complexity to the SEO strategies being used and will force SEO pro’s to stay on their game. I would suggest that clients stay with the times by keeping their content fresh and in social networks, along with videos and anything else they have to contribute to a universal search.

Question 3: One of the trends in search is the move towards personalization. (Google's personalized search reorders search results based on user’s history of past searches, giving more weight on topics that interest him). According to you, which will have a greater influence on searchers and search marketers: personalized or universal search?

Scott Buresh

Personalized search depends upon how it’s carried out. Most users do not realize that their search is being tracked and are unaware that they have a company keeping an eye on what they do. The recent uproar from privacy advocates may eliminate the issues associated with personalized search all together. The ability to opt-in or opt-out will be a fairly important decision, especially in the long run.

Matt Foster

Personalized search and geo-targeting are going to have a far greater impact in the long term on the search marketing industry. Perhaps the most important aspect of this is that the traditional metric of tracking keyphrase placement in the search engines will need to be replaced. Rather, both clients and search marketers should understand that the proper metric of any SEM campaign is ROI, and traffic. If the search marketing strategy is effective, these numbers will increase, regardless of specific keyphrase placement on any single engine or for any single user. That all being said, blended results (universal search) can be leveraged to attract users with a variety of browsing histories. For example, if the personalized search favors videos for one user who has a history of watching videos, blog results for another user with a history of reading blogs, and web results for a third user with a history of web browsing, the importance of a balanced SEM approach across differing content types becomes self evident.

Roger Janik

Google scouts and hires the most brilliant minds in the world. In fact, Google is currently rated as one of the best places to work. While we might get caught up with Google being noble and omnipotent, the truth of the matter is all of these geniuses are ultimately working to make sure web surfers click contextual ads next to content. In order to make this possible, Google needs to know with some certainty what your specific interests are. The closer they are to knowing your interests and desires, the closer they are to getting you to click on the ad and making themselves money.
Don’t get me wrong, Universal Search should be a force in the future, but personalization is the Holy Grail- the ability to predict with certainty what interests you and specifically what you would like to buy. With this info they can serve up ads directly to you.

I think that Google has made big strides in getting closer to knowing more and more about their users, they already have access to email and have started a payment processor. The more and more technology improves the better Google will get at serving up advertising and matching terms best for each individual web surfer.

However, there is nothing to fear with personalization, high quality, unique content will always win out as the most valuable for Google so I don’t think that optimization techniques will have to start from square 1. Besides, I always think that there will be a wild card to the information to ensure that the personalization technology will continue to be tweaked to become more and more precise over time.

Frank Siano

I think that both will be used by people so there may be a shift of how an SEO professional plans their strategy for a client. I would say universal search will be more broadly targeted in a world of already filtered results, and personalized search will force SEO professionals to have a specific niche targeted user in mind.

Question 4: When Google rolls out new algorithms, filters, and patches some good sites experience difficulties and end up positioned poorly. As an SEO expert, could you please advise our readers how to minimize the chances their sites become victims of the updates?

Scott Buresh

The best advice is never to chase technology. Find an optimization strategy that works and will continue to work in the future. Consider your website a valuable resource and write your content accordingly. Keep in mind that most users are searching for information and if your site meets this need, then you will stay afloat. Remember that if you are quick to resort to new algorithms, you will experience more flux on your site if a change should occur.

Matt Foster

The only effective way to provide SEO for a site is to approach it from an algorithm independent angle. Many so called SEO firms are looking for short term results and are chasing the latest algorithmic update. What is in the best interest of the SEO client, however, is a balanced, long term approach to SEO, which produces both traffic as well as search engine success over time. The secret to long term success is balance in your SEO strategy. The reliance on any one, or even a few, tactics or strategies is bound to backfire as search engines update themselves to provide more relevant search results as more and more people jump on the latest “magic bullet” bandwagon. We have seen this recently in cases where the search engine strategy was focused primarily on directory submissions and/or paid link acquisition. Additionally, a balanced strategy, as it turns out, is also particularly beneficial given the onset of blended or universal search, as it typically involves a variety of content in a variety of forms. Balanced SEO should involve a solid mixture of different strategies, which work in tandem to produce long term success.

Roger Janik

I will give you the easy answer- however; there is plenty of truth in it. Every site will have its ups and downs. You might be on page 1, one week and page 3 the next week, but keep in mind that consistency and high quality content will always win in the end. If you are in it for the long haul, there are definitely no corners you should cut. Keep creating quality, unique content and post to your site regularly- find new ways to spread the word around regarding your sites such as using social link building and creating multi media content (for Universal Search). Stick to the fundamentals and resist going black hat- it will only raise the risk of damaging all the hard work you have done to that point.

For those looking to minimize your chances that sites will become victims of updates, there is little that one can do except to continually practice good SEO techniques. Let’s face it 100 sites can’t be number one, so they will sometimes be moved around a little bit. Why specifically this happens and how does one determine where one will end up is anyone’s guess. It should be noted that a good SEO consultant will help to educate their clients on SEO in general and its best practices, this way when a site drops in the rankings it is not viewed as a loss, just a temporary reshuffling where some hard work and little patience will be necessary for the short term until the next reshuffling.

Frank Siano

Keep your SEO strategies clean! Far too often do people find a small loophole in the algorithm and take advantage of it. If you play the game smart, Google will reward you for it. Instead of finding shady tactics, find the ones that are positive and work well, and you will never go wrong. Lastly, always change with the times.

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