A Universal Search engine optimization strategy discussion with Greg Jarboe, President & Co-Founder of SEO-PR. Jarboe: "We've been doing search engine optimization (seo) for over five years now; and one of the biggest things to hit the world of online marketing has been the advent of Google Universal Search. It arrived in May of 2007 and really has dramatically changed everything that we knew or were doing before, and in very interesting and new ways. So, for example, if you conduct a search in the new Google Universal Search engine for Darth Vader, (http://www.google.com/search?q=darth+vader) what you will find is that it's not just the same 10 blue links that show up in the regular Google Web Search results. You'll see images, you'll see video--depending on whether LucasFilms has made any announcements recently, you might see news search results on the universal search page--you might even see darth vader blog posts. And what that means is that the people who are using search (and there are millions of people conducting hundreds of millions of searches every month) are being offered more options, a lot more interesting variety, and getting the top 3 listings in a traditional Google web search, which used to be the game in search engine optimization, may not be sufficient--particularly if a web news search result comes in ahead of your top corporate result, or if a YouTube video actually pulls the eye away from your product offering and down to someone who's created a parody of your brand. So one of the things you've got to do is begin search engine optimizing more elements. It's not sufficient just to run an SEO campaign for your website (which is still essential and fundamental and you want to keep your resources there), but you want to go beyond that and learn to begin search optimizing images for your site and videos for Youtube, when to optimize your releases for universal search news results, to provide photos along with the stories that you issue, how to interact with the leading bloggers, who are very likely to turn up in universal search results for terms related to your compnay, your brand name, or your product category. All of that now is a much broader definition of search engine optimization than when we started in the SEO field back in 2003. So one of the services we offer to organizations like yours is the ability to see all the SEO elements, to provide you with an understanding of all the various media you have to optimize, and to come up with and help you implement a universal search SEO and SEM strategy to help you deal with these major developments and opportunities. We primarily do this in two different ways: providing in-house SEO training sessions to help you polish existing skills, or providing SEO services directly to you. So as you take a look at the search terms in your categories (and better that you should do it than your boss), take a look at how universal search is changing the way search engine marketing operates; and if you need help, come to SEO-PR.
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