Search Engine Optimisation Web Log (BLOG)
Editor: Matt Paines

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Firms need to broaden search scope

Companies are not thinking outside the box when it comes to search and, as a result, they could be missing out on influencing wider search results.

This is the view of Patrick Altoft from Blogstorm, who feels that companies are two slow in cottoning on the fact that search is broadening and websites such as Google are including more elements like news.

He describes how in the UK the five key elements of universal search now include news, images, videos, products and local listing. These listings, he adds, impact hugely on the visibility of organic results and drive a lot of traffic through both the paid listings and the links to the universal search results.

But, he claims, most decision makers don't realise that these results can be influenced in just the same way as normal organic listings.

Altoft points to the case of one of his clients who noticed Google News results were increasingly being shown in search results related to their niche area.

By setting up a stand-alone news site, it allowed his client to publish targeted news which is syndicated by Google News and therefore increase the firm's visibility in search.

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