There’s PR value in this new search trend
The Vertical Creep session At SES NYC was jam packed. The word is getting out – there’s a strong trend for searchers to use the tabs on the search engines like news, products, images etc. And these vertical search results are creeping in to the traditional web search results pages.
Many times search engines display these vertical results at the top of the page. Above the number one organic result. Now there’s an opportunity not to be missed!
If you have a news item relative to one of your search terms, make sure that gets out into the news engines. And make sure it is optimized for the news algorithm, so it will get found and displayed at the top of the page.
If you have products that relate to a specific search term, like for instance digital camera, set up a Froogle data feed, so that when someone types in digital camera your product data shows in the Vertical Creep.
Since searchers are now looking for video material and podcasts, there’s a big opportunity for PR people to leverage this trend.
Getting your news published in the news engines is one avenue – audio interviews and video news releases that get found online and directly accessed by the target audience is a PR play every company can use. Podcasting is easy and inexpensive.
If you are not making use of these vertical results you are missing out on some excellent search and PR opportunities.
See Also
- Vertical Creep in the natural search results
So what is vertical creep and why should marketers care about it?
