Businesses should not spend too much time optimising their websites for universal search at the expense of text-driven content, it has been suggested.
The popularity of universal search results - which include those for images and videos - among online marketing professionals is high, but these same executives should focus on whether such listings are useful for searchers, according to William Flaiz of Razorfish.
He wrote in a column for Search Engine Watch that while universal search can offer numerous promotional opportunities for marketers, it is also important to ensure search engine optimisation for more traditional website content is not neglected.
"We need to get back to basics and make sure that we're putting our strongest optimisation efforts behind the client's most relevant page (or content piece) for a search term," Mr Flaiz explained.
"This makes the user happier and increases the chance of a customer conversion."
Google started to roll out universal search results in May last year with the aim of breaking down information silos on the internet.