The primary intention of search engine optimisation as an advertising strategy is to reach an natural search engine positioning on “Google page one”. A searcher performs a search request using a selected keyword and the search platform provides a results listing, and the prospective consumer typically makes a selection from those present on page one. There are enough statistics that indicate how rarely searchers examine at the results returned on page two and beyond. The search engines currently return one or two page URL addresses per domain on a search, but that should not be a worry. As long as one of your enterprise’s pages is prominent, However, there is a concept known as “universal search” that many people may not be aware of, but according to some search optimization professionals it is possible for an enterprise’s domain to accumulate enough URL references on a search results listing that one company could take up every natural search engine positioning on page one.
Universal search has been around for a number of years, since the search engines expanded the content of search results to include references from multiple sources such as maps, video and news outlets, and it is theoretically possible for your organisation to be included in several places at once and expand the chances of multiple entries on the results listing. Are your search optimization plans able to achieve this?
A mention on a map is relatively easy to manage with the increasing tendency towards local search, so as long as the enterprise’s trading address is easily read by the search engines. It should be no shock that the other ways of attracting multiple references on a results page involves distributing content relevant to your website on social sites. However, once you have the content distributed widely, you are able to build backlinks from your main website to the additional locations – and these additional locations are classed as third parties so the backlinks will add to the search platform algorithm backlink factors when deriving a ranking, a bonus for your existing search optimization work.
It is easier to understand how this could work for some types of company than others. YouTube, the video hosting site, is classed a social media site. The dedicated website to publicise the new musical, Love Never Dies, includes many rehearsal videos but these are all available on YouTube while being viewable on the show’s site. For a small company it is difficult to understand how a YouTube reference could help, unless you are trying to demonstrate the use of an unusual product that you are trying to market.
For the other resources usually thought of as social media there is the same old consideration. search engine optimisation only has a direct effect on information culled from conventional websites outside the social services. There seems little justification for a presence inside Facebook or places like it if your organisation has nothing unique to offer and it is too hard to maintain the multiple presences. It is better to remain fully outside than half in.
For a larger organisation, targeting all the possible outlets to make the most of universal search is reasonable and achieving the total domination of a results page one is possible. However if that case, a prospective consumer may be tempted to look at a search engine positioning that is not on page one after all, so it is useful to keep up the normal search engine optimisation effort without having to redirect all the work to other channels.
