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These days when we talk about online marketing we typically talk about your customer experience. Everything that we do online should be to enhance the experience your customer (or prospect) has of your online presence. So just having a great website is not nearly enough, as we are becoming more sophisiticated and as the Google Universal Search (launched way back in 2007) is now blending our search results its important as business owners that we understand the impact this will have on our online business and how we can combat it.

Basically users on the Internet expect to receive great relevant information coupled with a little bit of entertainment on the way, and as fundamentally people still buy from people, if they can get to ‘see’ you on the web so much the better. So to combine multiple marketing initiaitives consistently and continuously over all of the Google Vertical search links will give your clients what they expect to see. (with vertical search you slice through one topic area – see diagram below)

Google Vertical Search

Google Vertical Search

To take advantage of this opportunity in your market place and to increase your blended search on the Search Engines, there are a number of core activities that need to take place in order to hit all of the vertical search links and therefore to achieve this blended search.

The diagram below segments them into Top Level activities for you:

Blended Search

Blended Search

We will cover this subject in a lot more depth as time goes on, but in the interim take a look at your own marketing plan and see how many of these activities you are covering. If you want to talk to us about it then please don’t hesitate to pick up the phone or contact us via email.

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ABOUT THE AUTHOR: Kevin Bourne

Kevin's approach to marketing always starts with the end in mind. He helps clients work out what they want to achieve and then uses his technical skills and foresight to make sure it happens. Originally from a Financial Services background, Kevin is also passionate about the return on investment so he makes sure his clients understand that having just an online presence is not enough - it's about getting found online. That's why clients looking for the combination of a solid online foundation combined with innovative ideas to drive awareness really do appreciate his input.

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