New Google Search Features: Take Control Over Your Search

Google changed the nature of search again, with the introduction of “Search Options”. Just as things changed two years ago with the introduction of “Universal Search” where Google started adding local, video and image search results along with the traditional natural and paid listings. Now, Google has implemented a time filter (you can look for results that have shown up in the last 24 hours, for instance…really good if you a looking for a recent conversation in a forum), and also made reviews and forums discrete search options. As a user, this means that you have more control over your search results. You can apply human intelligence to force Google to give you what you want! This is a huge step forward for the user. It gives the searcher the power to determine not only what you want (video, image, forum, review, traditional result) but when you want it from (recently, historic, etc), and with the “WonderWheel” Google gives you an easy way to see relevant searches. Hooray for the searcher!

So, what does it mean for the marketer or the organization that NEEDS the traffic associated with premiere listings for search terms? Well, frankly, the world just got a bit more complicated. There is no primary search channel anymore. Rather, the experience that searchers have is as varied as the options that they choose (and this is on top of the result changes that happen from datacenter to datacenter, etc). So, dominating in search just got more complex. That will scare lots of folks. But at SpinShark, we have never embraced a single channel approach. There are thousands of knobs and levers to turn and throw to get your site to the top of anyone (or all) of the varied search result. Let’s think about this for a minute. Search is no longer as simple as a keyword in a search box. It is varied, it is personal, it is dynamic. For the organization that needs to get traffic (and we ALL do), here are the most simple ways to take advantage of the new (and not so new) avenues that Google has developed:

Local: If your business has an address, get into your Google Webmaster tools and list it. That makes you relevant for your keywords in your area. Do it now. Go ahead here is the link…we will wait for you.
Images: If your site has images on it that convey quality information (your logo, your storefront, whatever) make sure that the files are named descriptively and have good alt text. That (among a million other things) will make your company relevant in images searches around your keywords. This is also a fundamental SEO tactic that we implore our customers to use.
New Content: Since there is now a time filter, new content is critical. As searchers get more enticed by finding out what is new and relevant, they will be looking for content that is fresh, and timely and NOW. Adding new content becomes a terrific way to drive your site to the top of a time-sensitive keyword search.
Video: Not every business lends itself to video, but video is essentially an independent search channel, from YouTube to video results on Google, video is a great way to be found through search.
Sharing: Forums, blogs, comment areas are incredible places to start conversations with your customers. But they have a great side benefit: those conversations get crawled frequently and will show up at the top of the time filtered results. This is critical positioning, especially for promotions, customer appreciation issues, newsworthy issues and the like. This is fast, great for relationships with customers, and is terrific for brand visibility in search. Further, things like Twitter, FriendFeed, your Facebook Fan Page, all of these places get crawled and are time-sensitive and can get you primary visibility at the top of these time-sensitive searches!

Here is a Google introduction to the new changes: