There's been a lot of talk lately about what the shift toward blended and universal search means for small business owners. On the one hand, those increased opportunities to snag listings allow one company to snag even more real estate on the first page. On the other hand, those increased opportunities to snag listings allow one company to snag even more real estate on the first page. It's all good if you're the company scoring more listings, it's not so good if your competitor does it and pushes you off the front page.

Patrick Schaber over at Lonely Marketer addresses this issue in a post explaining why Universal search is so important to small businesses.

The game has changed and by starting now with rich media content, small business marketers have the opportunity to grab some of that valuable real estate on page one of search results.

Patrick points to the search results for the phrase "Google Mobile" and notes that Google has included three links from their blog search engine at the bottom of the results page along with an insert of Google News listings in the middle of the page.

Those listings aren't showing up when I run a search today, but Patrick has screen shots of when he saw them. While these listings seem to come and go right now, chances are high they'll become a more regular feature. Obviously when it comes to things like blog listings, you'd be looking at a fairly limited run in the rankings. Google's obviously going to look to pull recent, relevant posts. Nonetheless, it's a good example of how creating topical, keyword rich content can help you score some front page listings in the new environment of search.

September 25, 2007

Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.


I have a local business in Los Angeles that's attracted new clients from as far as New York thanks to some totally amateur videos I've posted early last year.

Time to get some more videos uploaded. Thanks for the reminder Jennifer!

Hey Jennifer,
Thanks for highlighting the post! You also mentioned the fact that the search results changed so quickly. I literally did the search again 24 hours later and the news and blog post results were gone.

Like you said, maybe it has something to do with keeping those results very recent.

Not sure, but something to follow!

Comments closed after 30 days to combat spam.

Search Engine Guide > Jennifer Laycock > Is Universal Search a Small Business's Ticket to Google Success?