An Overview Of Blended Search

First launched by Google in 2007, Blended Search refers to the ability of internet users to find varied content on particular subjects. Technically, Google calls this their “Universal Search” feature.

Of course, other search engines such now offer this type of search, and it is becoming increasingly popular with savvy surfers who are not always seeking text results in response to their search terms.

Content In Blended Searches

Blended searches offer truly comprehensive results. In addition to the type of text content most of us are very familiar with, a blended search could include such forms of media as:

• Images
• Video Clips
• Blog Posts
• Book Listings
• PDF Files
• Geo-targeted Content
• Social Networking
• Bookmarks
• Products
• Catalogs
• Movies
• Music/Audio Files
• Podcasts
• Maps
• Jobs
• Recipes
• Financial Charts and Tables
• People
• Mashups
• Comparisons

Optimising For Blended Searching

It is vitally important to remember that your potential clients may be searching for any or all of these types of online content. Your online marketing strategy must address the possibility that someone might be using a mobile device and only wants to find a short video related to their search. Perhaps they will prefer an audio clip they can listen to while performing other tasks. If your website does not offer these alternatives, then you could be missing out on a visitor – and a sale.

Good website SEO always includes various forms of content, including video, audio, images, etc. But more than this, reaching internet users who perform a Blended Search necessitates these alternative types of content being readily available.

Remember, though, that the content must be relevant to the search keywords. Your job in optimising content is to ensure that you are addressing additional keywords such as “audio”, “video”, “podcast” and others.

Ensure that your meta tags and headlines include these terms, as applicable. Always use alt tags for your images so that search engines can find them. This holds true for online video and audio content, as well. Remember that crawlers cannot actually “see” or “hear” so it is important to tell them what your content is about.

Use RSS feeds and blogging to create additional links pointing to alternate content and provide further areas to showcase it.

Web 2.0 marketing strategies also take into account mobile media devices. Use various file types to reach this new mobile search market and ensure that the content is optimised for viewing or listening on a device smaller than the traditional PC.

Consider adding some new keywords or phrases, too. Often blended searches revolve around a current topic, famous person or celebrity, or a popular place. See if you can incorporate topical subjects into the keyword rich text you are optimising on your site.

Blended Search will only continue to grow in popularity. Don’t miss out on the number of internet users who are searching for alternate online content. Use video, audio, and other types of content to attract the greatest number of visitors to your website and be sure you optimise it properly.
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