Plenty of local marketers are a bit unclear as to what exactly makes up Google’s Universal Search. We need to define this at the start, before we look at how you can make the most of it for your local business.
Simply put, Universal Search is a mixture of both Google’s vertical search engine and specialty search engines, primarily video, maps, news and images. When you notice a search result return local listings, maps, images and videos at or near the top of a search query, this is Universal Search. Let’s look specifically at how you can rank your visual content in Universal Search, focusing on videos and images.
Keys to ranking your videos in Universal Search
There are only a few things you really should concentrate on when it comes to optimizing your videos for Universal Search. The first and most important one is that you have good schema markup. Which means that your code is not only clean, but relates the details that Google needs to discern what your video is about, and will help it rank well. This would include information that can be found on your YouTube channel, such as numbers of views, the length of your video, when you uploaded it and any family ratings information can be very helpful. It’s important too to have your video description there, and that it is relevant to the page that it is on. Choosing your thumbnail image with a focus on receiving the most attention from viewers could also help.
How to optimize images specifically
The most important thing to consider with regards to optimizing your images for Universal Search is that they are unique. Google is getting very good at understanding what is unique image content and what is not. Create your own image content, and then make sure you optimize using good title and alt tags, as well as making sure there is relevant content surrounding them.
Videos and images can help you claim valuable virtual real estate
Having as many entries as you can on the first couple of pages is vital to your search engine performance. Properly optimized images and videos for Universal Search can help you to multiple listings that will in turn boost your results.