"Universal Search" and the need for new optimisation strategies.

Author: Bryan Hornby

The discipline known as SEO (Search Engine Optimisation) is based on the assertion that we understand how search engines work and what their algorithmic criteria are. Through observation as well as input from web search engine companies we know certain facts about search engine algorithms and employ that knowledge to improve websites in terms of their content, link structure, navigation, meta-tags, alt-tags and so on. These measures and others have proven successful in the past.

The most effective search engine optimisation techniques have been those which made tangible improvements to a website’s content, code and look and feel. In other words those websites which endeavour to compete in the provision of superior website content will provide genuine value to their users ensuring their search engine ranking. We now know that in the pursuit of search engine optimisation, higher search engine rankings, more site visitors, increased sales conversion and most goals worth attaining, there are no short cuts!

A search engines purpose is to provide users with the best possible search results. The search engine which fails to do that will lose their users to other search engines which perform better. Search engine algorithms are thus programmed to reflect the logical and cognitive attributes of Internet users. We have for some time now seen the benefits of creating content that follows logical patterns and know that valuable content attracts incoming links from other websites which has a positive influence on page rank.

It is thus no giant leap that search engine companies such as Google , Yahoo , Ask and Microsoft Live look to the evolving needs of their user’s in trying to provide them with a more satisfying user experience. The recent move towards “Universal Search” employed by Google and similar changes observed in other search engines is no great surprise. The most impactful change to the discipline of search engine optimisation results as a direct implication of these search engine changes.

How have search engines evolved and how should search engine optimisation adapt?

Between February 2001 and September 2008 Google acquired a total of 53 companies. Their acquisitions include several companies with specialisations in disciplines such as: weblog software, blogging, microblogging, image organising, map analysis, mapping, aerial photography, social networking, graphics software, online video, video sharing, photo sharing, widget engines and computer vision.

In May 2007 Google announced their move towards universal search. The move included search engine changes and a new homepage. The changes were subtle at first but over time we began to increasingly observe more inclusive results drawn from various content sources. Shortly after Google announced their roll-out of universal search , Ask.com announced Ask 3D , Microsoft Live announced their 2.0 version, and Yahoo introduced new Yahoo! Search .

These search engines are all displaying a move towards multimedia results in search engine results pages (SERPs), with the inclusion of various video, image and blog results. In order to maintain their client’s competitive advantage search engine optimisers should direct their focus towards optimisation for different media types.

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