60+ Slides presentation on Universal Search Optimization presented at searchFest Portland 2011. It includes Images and Videos Optimization, blog optimization, news optimization and Products / Shopping optimization. presented by John Shehata (http://john-shehata.com)

1. Universal Search
John Shehata
Director of SEO & Social Media
Advance Internet
Feb, 2011
John Shehata SEO Blog
Follow me on Twitter: @JShehata
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2. CONDÉ NAST
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3. Advance Internet
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4. Newspapers
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5. What is Universal Search?
Universal search, also known as “Blended Search” or “Search 3.0″, is
incorporating results from non-web sources (like videos and images) into
the regular web search results.
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6. How Universal Search Work?
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7. Universal Search History
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8. Universal SERP
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9. Universal SERP
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10. @JShehata Universal Search Slide 10

11. Social Universal Search
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12. Why Universal Search?
 Command greater SERP real estate
 Excellent for online reputation management
 Leverage your unique content
 Take users directly where they want to go
 Better for Users, Sites, and Engines
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13. Stats
 Higher Click-Through Rates
38%
Blended
12%
Regular
0% 5% 10% 15% 20% 25% 30% 35% 40%
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14. Stats
 Especially Images & Videos
90%
80%
70%
60%
50%
Images
40%
30%
20%
Video
10%
News
0%
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15. Images
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16. On-Site
 File Names: Match the name of the file to the
content
 What’s better?
» DSC0103.jpg
» Dog-drinking-soda.jpg
 Alt Tags
<img src=“/images/dog-drinking-soda.jpg” alt=“dog
drinking soda” width=“30px” height=“20px”>
 Allow robots.txt access
 Include keywords in caption
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17. On-Site
Optimize Surrounding Text
Submit XML Sitemap
http://www.google.com/support/webmasters/b
in/answer.py?answer=178636
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18. Off-Site Flickr
 http://www.flickr.com/
 Make public
 make sure you tag and describe them, organise into sets
» decide on copyright and Creative Commons licenses
 Embed your photos in your web site, blog, etc.
 Google alternative http://picasaweb.google.com/
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19. •www.rba.co.uk •19
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20. Flickr photo information
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21. Videos
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22. On-Site
 Separate page for each
video
 Choose a good
thumbnail.
 You need textual
content too: transcripts,
tags, titles, comments,
translation, etc…
 Regular SEO for the
page.
 File names
 On-page optimization
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23. Video Player optimization
 URLs
 Branding
 Call to action
 Sharing tools
 Embed code with hard coded links
Hard Coded Link | Your Brand
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24. On-Site
 CollegeHumor formatted its videos so that Google understood they were
videos.
 Once they did, and thumbnails began being displayed in the SERPS, CTRs
went way up.
 Include “video” in page title
 Google Video XML Sitemaps
http://www.google.com/support/webmasters/bin/answer.py?answer=80471
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25. Google Videos XML Sitemaps
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26. Why YouTube?
 Potential audience:
 In 2010 YouTube surpasses 75
million video views per day
(that’s over 13 billion a month)
 Hundreds of millions of videos
are watched every month on
mobile devices.
 YouTube player is embedded
across 10s of millions of
websites.
 Over 3 million people are
connected and auto-sharing to at
least one social network.
 Driving traffic to website • Source: website-monitoring.com May 2010
 Branding/exposure
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27. YouTube Video Optimization: Key Factors
Video Title
Video Description
Video Tags
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28. YouTube Video Optimization: Other Tips
 Length of videos maximum of 3
minutes. If longer, cut it down.
 Categorization: “News & Politics”,
“Sports”, …
 Link to the video. Acquire external link
to the video.
 Build Playlists by topic
 My Videos > Playlists to create
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29. YouTube Video Optimization: Tips
 Watermark/brand/URL each frame of your
video
 Put call to action at end of video.
 “Find more videos on site.com”
 “watch complete video at site.com”
 “visit our site”
 “send to a friend,” etc.
 Make your default thumbnail image
compelling
 Allow comments and community features
 Talk about your video at Social
Bookmarking and Tagging Sites
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30. Video
 Consider uploading also to Vimeo.com and Dailymotion .com
 Check copyright of all material that you use in a video!
 Use tubemogul.com to distribute your videos across multiple video portals
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31. Video
 Once uploaded to the video sharing site tell the world about it!
 Don’t just put a text link to it, get the embed code so that you can display it
within your web pages and blog etc.
 Tweet it
 Blog it
 Put it on your Facebook wall
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32. Video Responses
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33. Products
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34.  Submit feed to Google Merchants
» Google.com/merchants
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35. @JShehata Universal Search Slide 35

36. Best Practices
 Update your data feed 3 times a week
 Include keywords in your products titles
 Include as many fields as possible
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37. Blog Posts
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38. Why Blog?
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39. Setting up your own blog
 Host on the blogging service’s own server or install
on your site
 Wordpress - free
» host on http://www.wordpress.com/
» or host on your own server - software for loading onto your own site at
http://www.wordpress.org/
 SEO Plugins
» All in one SEO
» Automatic SEO Links
 Submit your blog to Google
» http://blogsearch.google.com/ping
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40. Google Insights
Saturday, Sunday
 Celebrities
 Adventure Travel Saturday
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41. Google Insights
 Movie Reviews
Saturday
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42. News
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43. Press Releases
 OR Produce frequent Press Releases
» Prweb.com
» Optimize similar to on-page optimization
» Include links back to your site
 OR Produce frequent Press Releases
» Prweb.com
» Optimize similar to on-page optimization
» Include links back to your site
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44. Google News
 Submit Site to Google News
» Multiple authors
» Unique content
» Etc
 Suggest News Source to Google News
» http://www.google.com/support/news_pub/bin/answer.py?hl=en&answer=191208
&rd=1
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45. Google Hot Trends
http://www.google.com/trends/hottrends
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46. Google News
 In The News
 Google News Suggest
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47. Getting into Google News
 Read Google News Help for Publishers
http://www.google.com/support/news_pub/
 Have original content
 Have multiple authors
 Unique and permanent story URL
 All links to articles should be simple HTML text links
 Don’t use frames or put articles in PDF’s
 Decide how you want Google to deal with subscription/registration sites
http://www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40543
 Submit news site to Google
http://www.google.com/support/news_pub/bin/request.py
 Read Google News Blog
http://googlenewsblog.blogspot.com/
 Watch this video
http://googlewebmastercentral.blogspot.com/2009/
09/tips-for-news-search.html
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48. Optimize for Google News
 XML Sitemap
» Google News Section Names (keywords) in News XML Sitemaps
 “Most Popular” and “Breaking News” sections
 Be faster and fresher
» Update your stories as the news unfolds and place them on new URL’s
 OWN your local stories
 beginning of article = meta description
 Consistent internal links anchor text
 Separate press releases and UGC sections
 Did I mention IMAGES
 Clean your LEGACY code
 Write optimized INTERESTING headlines ( = High CTR + Rankings)
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49. Optimize your images
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50. Other Ideas
 Podcasts
 Rich Snippets
» http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-
snippets.html
» http://www.google.com/support/webmasters/bin/answer.py?answer=99170
- Reviews
- People
- Products
- Businesses and organizations
- Recipes
- Events
 Slide Shares
 Social Profiles
 etc
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52. New Marketing Philosophy
Get found by your best customers by creating an online presence that attracts
qualified web visitors and leads.
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53. I Don’t Have Content?
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54. Digital Assets
 Turning everything into content” and utilize
all different types of digital assets to
optimize for Universal Search.
 Some content examples may include but not
limited to interviews, conversations, product
DVD’s, personal opinions, support emails,
etc.
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61. If the dumpster people can do it, so can you.
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62. John Shehata
Follow Me
 @JShehata
 John-Shehata.com
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