On-page SEO just isn’t what it used to be! Ok well it is, it’s just that if you’re looking to appear high on a Google SERP (search engine results page), for one or any of your keywords, you should be expanding your efforts far beyond optimizing title tags, meta descriptors, alt text, etc…

Welcome to the world of blended or universal search. Very simply put it’s a term that refers to the fact that Google no longer just includes webpage results in its SERP’s but also includes video, image, news, social media (web 2.0) and other results that their algorithms deem relevant to your query.

 

     

(see the difference?)

 

For example, a company who once occupied the third place on a SERP for keyword X, third spot on a SERP is not too shabby by the way, may now appear in 6^th or 7^th. Below the dreaded fold! Why? Well it’s because Google has now included, for example, one video and two news results above where said companies’ result used to appear and despite the best on-page SEO efforts there’s very little that can be done about it. Well that is to say, there’s very little you can do about from a traditional on-page SEO standpoint, but who said anything about sticking to tradition? Blended search is simple, play the game, start generating content in other forms of media and you will be rewarded handsomely.

Now don’t get me wrong, blended search has been around for a few years now. Yet it’s worth revisiting because understanding the fundamentals of blended search is important no matter what industry you’re in. Even if you don’t think your product or service lends well to many other forms of media it’s good to keep in mind that a little creativity can go a long way. One concept of marketing (online or off) that I would like to apply is that of “Off topic, on target”, simply put it’s the idea that certain indirect marketing efforts can directly compliment your marketing efforts as a whole. Get material out there even if at first its relevance may not seem overly evident, if its valuable content people are going to ask themselves “where did this come from?” And just like that, you’re back in the game!       

Over the next few weeks I will look into the elements and strategies related to blended search and would invite you to follow along, comment when you like, and certainly don’t forget to share!

Enjoy!

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