Universal Search Changes SEO Forever

Previously these had been segregated - that is, if you wanted an image you had to search the 'Google Images' vertical, or the 'Google Video' vertical etc.

Now they are increasingly aggregated in the main search page, and this is having a huge impact on the natural and paid search results, especially for businesses.

For example, some lucky businesses which have listed themselves with Google Maps/Local are getting organic search precedence over their competitors.

A classic example is for the extremely popular search term 'Sydney hotels' - the target of intense paid search competition - where the top three natural results are for hotels marked on an adjacent map.

The map, as the only visual on the results page, immediately draws the eye away from everything else, including the paid ads.

In addition, the listing provides two links - one to the hotel's site, the other to rich info actually housed on the Google site; things like images, contacts, reviews (consolidated from the likes of Trip Advisor) and so on.

Intriguingly, visitors to these pages are also asked if they'd like to add a review of their own, using a Google service.

The same thing happens with 'Melbourne hotels' and you can also try 'chemist Rose Bay' to get the typical small business picture.

Looks like the game has changed for ever, and it has only just begun.

Google spokesman Rob Shilkin said there's "no specific timetable" as to when the rollout will be complete.

Opinion supplied by Martin Kelly - www.searchengineroom.com.au