You might have noticed that Google has a new look and feel when displaying your search results beginning in May 2010. Rather than just displaying the top ranked sites for your search term, they now display in the left-hand column one-click search results for video, blogs, news, updates, books, images, discussion, and more to come.
Google has improved the user interface to shorten the number of “clicks” it takes to get to the type and freshness of content that best serves the “searcher.” They are also implementing their major overhaul of their algorithm code named Caffeine, so expect some fluctuations in your search engine placement.
What does this mean to you as a marketer?
It means you need to create more types of content, optimize the content for the search engines with tags and keywords and descriptions. This also means that SEO is more important than ever so you can properly distribute that content across as many networks and sites as you can and as often as you can as “searchers” can narrow the results down by recent activity.
For example, if you want to be found in the “News” category, you better be writing solid press releases and distributing them across the net. There are plenty of free press release distribution sites, or you can pay upwards of $100 for one of the big players like PR.web, or you can go for larger distribution with a more “syndicated approach” like for example. And you need to keep current, submitting a press release at least every 30 days. Along with other SEO strategies, this will help your website get more exposure.
The same applies for Video, Discussion (forums), Images, Books, Shopping, etc. As searchers are given more options and ease of use facilities to narrow their searches to varying types of media, it is more important than ever to:
(a) create a strategy that takes into account your budget and time constraints
(b) maximizes the potential distribution and syndication of every piece of content you create, whether it is a press release, a video or a blog post or article.
(c) pay attention to search engine optimization best practices
(d) continue to increase the number of inbound links, not only to your site, but also creating links to your individual media pieces — links to your YouTube account, or EzineArticles postings, mention your forum threads in your blog posts, etc.
(e) find somebody who knows what they are talking about regarding leveraging media and content across networks and properties.
The new Google SERP (Search Engine Results Page) is good news for marketers with solid content in their inventory. It is a perfect opportunity to minimize your costs while maximizing your results by planning and deploying a consistent content distribution strategy to ensure that you are “findable” in the new Google Search Engine Results. For more information, or to get started with a new campaign aimed at filling in the missing blanks in your search engine optimization.