Want Your Images and Videos to Rank in Universal Search?
A lot of local marketers are a bit unclear as to what exactly makes up Google’s Universal Search. We should define this at the outset, before we talk about ways to get the most from it for your local business.
Simply put, Universal Search is a combination of both Google’s vertical search engine and specialty search engines, primarily video, maps, news and images. When you see a search result return local listings, maps, images and videos at or near the top of a search query, this is Universal Search. Let’s look specifically at ways to rank your visual content in Universal Search, focusing on videos and images.
Keys to ranking your videos in Universal Search
There are only a few things you really need to concentrate on with regards to optimizing your videos for Universal Search. The most important one is that you have good schema markup. This means that your code is not only clean, but relates the details that Google will need to discern what your video is about, and will help it rank well. Examples of these would include information that can be found on your YouTube channel, such as numbers of views, the length of your video, when you uploaded it and any family ratings information can be very helpful. It’s also important to have your video description there, and that it be relevant to the page that it appears on. Choosing your thumbnail image with an eye toward getting the most attention from viewers could also help.
How to optimize images specifically
The most important thing to remember with regards to optimizing your images for Universal Search is that they are unique. Google is getting very good at understanding what is unique image content and what is not. Produce your own image content, and then make sure you optimize using good title and alt tags, as well as making sure there is relevant content surrounding them.
Use videos and images to claim virtual real estate
Spots on the first page of Google can be extremely lucrative, and you should do everything in your power to ensure you can get as much of this real estate as possible. Getting multiple first page listings with your various forms of content can make a large difference in your bottom line.