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Google’s Universal Search
A New, Sweeping Approach to SEO

Website Magazine
Paul J. Bruemmer and John Faris

Google wants to help you find the best answers, even if you don’t know where to look. So it folded all its verticals into Web results as an assist. Listen up, search marketers — it’s no longer an option to include optimized images, videos, news, local maps or blogs in your SEM strategy; it’s a requirement. Google’s launch of Universal Search has opened up the possibility for even more tactics to be applied and requires a new outlook on your SEO strategy.

Search engine rankings boil down to three things: links, content, and relevancy. Sounds simple, right? Not so much. It gets complicated at the tactical level because of the infinite ways to create relevant content and earn relevant links. The secret to website optimization is finding the most effective tactics and developing a process to implement them in a scalable way.
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