“Universal search gives the savvy marketer the opportunity to grab more valuable real estate on the search engine results page. Unlocking your Web site’s content (making it available for search engines to index and rank effectively) is the key to doing this. Marketers have to put themselves in the shoes of a search engine spider, which happens to wear a lot of shoes. Can the spider understand what this video is about? Can it figure out what this image is showing? Is my blog optimized for search? It’s time to take a good, long look at all your content and cook it into tasty spider food. Your work will pay off on the universal search results page.”
— Eric Papczun, director of natural search optimization, DoubleClick Performics, from the eBeat section of the August edition of FundRaising Success sister publication eM+C.