Add More Traffic With Universal and Extended Search Optimization

If your organic search optimization plan does not include optimization for pertinent elements of both universal and extended search, you may be missing out on a surprising amount of traffic.

SEOIf your organic search optimization plan does not include optimization for pertinent elements of both universal and extended search, you may be missing out on a surprising amount of traffic.

In the beginning, organic search optimization was focused on the pursuit of top placements for your site’s pages. Search has evolved and so, too, must your optimization plan.

Today, instead of 10 blue links on a page, most contain 8.5. An array of universal and extended search elements enhance and complement the Google search results pages. The inclusion of maps, images, video results, the Knowledge Box and Twitter results enhance the user experience and speed searchers to their desired information.

A recent white paper from Searchmetrics looked at the results from approximately 500,000 general, frequently searched terms. Because Google increasingly is applying different algorithms for mobile vs. desktop searches, the results from both were analyzed. This study clearly shows that any optimization plan is incomplete, unless it includes the elements of both universal and extended search.

Universal Search — Vertical Search Integrated Into the Results Page

Universal search, launched in 2007, was Google’s integration directly into the search results of vertical search elements that had previously been developed as separate search engines. These included: shopping, news, videos, images and maps. Although showing up integrated into the search results page, these vertical silos of information can still be accessed from tabs on the Google results page.

The type of elements displayed vary depending on the keyword search. For example, a search for a “Zen frog fountain” yields a results page rich in images and shopping details. There is even a video. A search for your local hospital will yield a results page with a map and directions.

Each element in universal search has its own optimization requirements, and many organic SEO plans employ them. The SEO can clearly guide the optimization of images so that relevant product images will be included in the array of images shown for keyword searches.

For e-commerce merchants, it is quite important to optimize all of your images, because they can drive substantial amounts of traffic. Similarly, video content can be readily optimized using available guidelines.

Google’s emphasis on quality of the information and the authority of the source has driven the evolution of news optimization from press releases to publishers. Today, the news integration includes just the freshest and most authoritative sources. Because the news elements evolved from vertical search, there are a set of guidelines for optimization of news.

Not all elements are equally important for every business, but traffic can be gained by optimizing all the germane elements.

Extended Search — More Boxes and Features

Extended search is the term applied to the additions to the search results that are not based on vertical search engines. These results are algorithmically developed from a variety of internal and external sources available to Google. Extended search includes: The Knowledge Graph, the image carousel, the Twitter Cards, the direct answer/fact boxes, the related questions that are delivered along with the direct answers, and the app packs found in mobile searches.

Because the results pull information from a number of sources, they are much more difficult to optimize for. They are best viewed as the result of a broad footprint of information that will satisfy the demands of these elements.

For example, the Knowledge Graph relies on Google My Business and Wikipedia information. If your company has a complete profile on these two key sources, you will be feeding the information needed to drive the Knowledge Graph. Similarly, sites with recipes, events and reviews can use structured data to enhance the likelihood of appearing in the direct answers boxes.

As we move into the fourth quarter and plan for the next year, do be sure to review the universal search and expanded search elements that have the most traffic-driving potential for your business and strategize for how to include them in your optimization planning.

Author: Amanda G. Watlington, Ph.D.

Amanda is the founder of Searching for Profit, a search marketing strategy consultancy; and CEO of City Square Consulting, a management consulting firm. Amanda is an internationally recognized author, speaker and search marketing pioneer. Her consultancy focuses on using organic search to drive traffic to customer sites. She is an expert on the use of language for search. Her clients have included well-known and emerging brands.
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.

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