Universal Search By Google Has Online Ad Industry Buzzing
The goal of universal search according to Google is relevance to the search user. However, the changes also will create new opportunities, particularly for brand advertisers.
The universal search model, currently in its early stages, will present search results in a much more integrated manner than before. Depending on what users search for, the results page could feature sections with images, video, links to book content, maps or local business listings.
In a related story, Ask.com launched its experimental Ask X search engine several month ago, which also integrates results from image, video, encyclopedia, shopping and other categories on the main results page.
Microsoft’s Live Search takes a less robust approach, displaying images, links to related keyword searches, and a map image on results pages.
“I do think that this opens the door for the introduction of richer mediums into the result page,” said Google’s VP of Search Products and User Experience Marissa Mayer. “For us, ads are answers as well…. And so I was hoping that we could bring some of these same advances in terms of the richness of media to ads.”
Google representatives were characteristically tight-lipped at the press meeting as to what those rich media advances might mean for advertisers. However, many industry leaders speculate video adversiting on the net is inevitable, considering the fact that video results from Google Video and Google’s YouTube will be playable directly on results pages.
“The immediate opportunity here is in the SEO side,” said Matt Greitzer, national practice lead for search marketing at Avenue A/Razorfish. Brand advertisers will be able to take advantage of those SEO opportunities, continued Greitzer. “A lot of brand advertisers have very relevant image-based or audio-based or video-based content,” he said.
Greitzer suggested his brand clients in the travel and financial services categories could benefit from the new search model. “We’re moving away from 95 characters of text,” said Greitzer. Seeing and hearing what a cruise might be like is very different than reading about it.
The implications of Google’s proposed changes in SEO are far reaching. And it isn’t difficult to imagine that the developements in rich media, digital, and video marketing will foster robust growth in the online advertising industry.
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