Direct Line Blog

Insight on universal search from panel at DMA 08

Share this article:
Optimizing universal search is top of mind for many at the DMA 08 Conference and Exhibition in Las Vegas.  The panel titled “The Rise of Universal Search—A Changing Landscape,” included Craig MacDonald (VP of product management and marketing for Covario, Inc.), Olivier Lemaignen (group manager of global search marketing, Intuit), Paul Bruemmer (interactive director of search marketing, Red Door Interactive) and Dave Lloyd (search marketing manager, Cisco).

MacDonald began by sharing a very compelling statistic: 93.1% of clicks within search results happen on the first page. This means companies need to utilize all aspects of their brand, especially when it comes to universal or blended search. Lemaignen then showed the audience a “heat map” of where on a Web page consumers look most when they’re looking at all-text results compared to universal search results, which display images, videos, news and user-generated content pages.

The former showed that the most-viewed section of the page is the top left in an F-shape while the latter shows more spread out viewership across the entire page. This alone could change the way marketers are tweaking their search campaigns. This shows that the coveted top positions may not be the most effective spots to target when using universal search.

Bruemmer said the other important aspect companies should consider is optimizing their own videos, blogs and PR to enhance results on these pages. Lloyd agreed saying companies also need to continuously keep an eye on their own presence on blogs and other social media to upkeep their reputation management. “The rumor mill doesn’t start on Google,” he said, “it starts on blogs.”
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

My Plan to Replace the Postal Service's Truck Fleet

My Plan to Replace the Postal Service's Truck ...

The Postal Service uses its aging fleet as an object of pity. Why not deploy it as a revenue-generating media vehicle instead?

Social Is a Key Part of 24 Hour Fitness' Lead Gen. Regimen

Social Is a Key Part of 24 Hour ...

Peer-to-peer referrals produce healthy conversion rates.

Not Every Small Business Prioritizes Marketing

Not Every Small Business Prioritizes Marketing

Whether or not it's to their detriment, some companies simply aren't interested in marketing, and probably never will be.