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Vertical Search Creeping into Organic Search Results
8 March 2006 word is getting out - there's a strong trend for searchers to use the tabs on the search engines like news search, products, images etc. And these vertical search results are creeping in to the traditional web search results pages.
Many times search engines are displaying these vertical results at the top of the page - right above the number one organic result. Now there's a search marketing and online PR opportunity not to be missed!
62% of companies say they do search optimization and search marketing for brand awareness. Studies have shown that when a searcher sees the name of a company at the top of the search results it definitely influences their brand perception. Vertical creep is one of the best ways to 'steal' that top spot on a search results page.
If you have a news item relative to one of your search terms, you should get it out into the news engines, like Yahoo! News, AOL News and Google News. And to ensure you get high rankings in the news engines, the release has to be optimized for the news algorithm. It takes a bit more than throwing a few keywords into the headline. If your timely news release is in the news engine, then when a searcher types in that keyword in the web search, your news release can 'steal' to the top of the web search results.
Another good PR opportunity is the increase in the number of searches being done for video and podcasts. Audio interviews and video news releases can be placed on your website and, if optimized correctly, they will be found and viewed directly by the target audience.
If you have products that relate to a specific search term, like for instance 'digital camera', which was the most searched for product category in 2005, you should set up a Froogle data feed. This way when someone types in 'digital camera' your product data shows up in the Vertical Search results.
If you are not making use of these vertical results you are missing out on some excellent search and PR opportunities
Source: theopenpress
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