What does Universal search mean in marketing terminology?

Universal search

Universal search is a term used to describe the fusion of different digital media and information gathering sources, such as web search, image search and video search, within a single search engine result page (SERP). It can be seen as a move away from the traditional notion of search that has been associated with the internet, as it attempts to move beyond the traditional concept of just web based search and into the digital world of social media, images and videos, and other forms of media.

Universal search represents an amalgamation of some of the web's most popular sites and content types, providing users with a more comprehensive search experience. It helps to connect content across different platforms, and offers a wealth of insight into previously hidden topics and content.

By combining and presenting a wide variety of information from many different sources, universal search helps users to make more informed decisions on their search queries and to find more relevant content. This is beneficial for those looking to access specific information, as the larger spread of data and results will provide them with better and more accurate search results, as well as greatly reduce the time spent trawling through search engine results.

Google, the world’s most popular search engine, was one of the first to integrate universal search, and now others such as Bing, Yahoo and Ask, are also offering the same service. This means that all the main search engines now offer universal search, placing a greater emphasis on the importance of user experience and providing a more tailored search experience.

When it comes to optimising for universal search, there are certain considerations that should be taken into account. It is important to consider how optimising a website for universal search differs slightly from optimising for just one medium. For example, in order to optimise for universal search, SEO techniques such as keywords and meta tags need to cover a broader range of sources and media. Whilst still providing relevance, quality and original content, it is also important to include related images and audio/video, not just text. This helps to ensure that the website is being indexed and appearing in the SERPS in the most desirable way.

Become a Sales & Marketing Rainmaker

Learn valuable skills to win more customers, grow your business, and increase your profits.
The Rainmakers Club

Another key consideration is that universal search involves a set of changes which need to be made to both the homepage and content of a website. It can involve things such as adding tech tags which aid in the identification of audio, images and videos, as well as updating existing content and optimising meta data. This can help to make sure that each element of content, whether text, image, video or audio, is optimised for search.

In terms of general guidelines and best practices for optimising for universal search, it is important to ensure that every element is covered. This means that content must be optimised for the whole SERP, not just for one content type.

Firstly, it is important to ensure that all content types are covered. This means that websites must contain a healthy mix of text, images, audio, and video. Each of these should be optimised for the major search engines, such as Google, Bing, Yahoo and Ask. This includes optimising meta tags, keywords, titles, and descriptions.

Secondly, it is important to make sure that the content is as relevant and original as possible. This means that the content should be relevant to the keyword or topic, and not be simply recycled from other sites. This helps to ensure the content is high quality and unique, and can increase ranking.

Finally, it is important to obtain quality backlinks, as these can have a positive effect on rankings. This means that websites should obtain links from reputable sources, such as news websites, authoritative blogs, and other high quality sites.