Todd Friesen, VP of Search, Position Technologies @oilman  Nobody was using news, blog, images and vertical services directly so Google jammed them into the regular search results.  How to get blogs into universal search: mattcutts says same stuff as always: good topical match + reputable.  blogs don’t show up as much as news, video results.  two of the top 10 blogs show up and then one random one?  basic blog SEO   permalinks – get at yoast.com the SEO Slugs plugin to remove stop words     optimize your titles for SEO – use a keyword or two at the beginning at the title   image optimization – seo friendly plugin – descriptive ALT and filenames   optimize the “more” – “more” or “read more” could be “read more about keyword”  potential universal blog ranking factors   post slugs   post titles     timeliness     authority   feedburner – hard to fake. how many subscribers to the blog?   prominence – guest post   authority knob turned way up deciding what gets into universalsearch for rihanna as a good example of universal search results
Eric Papczun, VP of Client Services, Performicshow can you dominate a page more like rihanna?  universal brand control – how to take full advantage of how to exploit the results to dominate the page results for your brand. how do we just dominate that page with as much stuff as we can? how do we tell our story before others try to tell it for us (possibly negatively).  BE PROACTIVE!!!!  include “official” in title.  if you have a quicklink, see what is on that page. if it loads slowly (levi’s jeans men page) people may bounce off.  constantly create news about yourself and refresh it often  as news updates throughout the day, push it out  attack the noise around your brand: levi johnston  find a way to measure your “universal eye share” how much coverage your brand hasLarry Cornett, VP, Consumer Products, yahoo! Search, Yahoo!  Blended Search    all about little doorways that go to the content of the web. you can leave it in the search engines’ hands or take it into your hands.   search monkey – blending data inside a result – partners to enable you to manipulate your listing in the yahoo search results: reviews, pictures, social info, etc.  Search pad — can tell when you’re doing research and enables you to add notes that you can print out and take with you or post on facebook, etc.Search for black eyed peas as an exampleJack Menzel, Google Product Manager, Universal Search, Google  it’s all about relevance. it’s not a window for people to abuse.  get people the answer to queries fast, comprehensive, and best summary of the content.  things will become more and more local, which is a source of a lot of quality wins, for instance, typing in bakeries  more precise  search is far from solved. there are still lots of things that need to be fixed. focusing on precision.  query obama speech, and the results are relevant but are not the answer to the query  adding pictures to products  rich snippets, which are similar to search monkey in that we are encouraging folks to tag up their page that will make it easier to find stuff they are looking for  what does this mean to you?   make sure google can find your content   make sure your content is clearly marked up   webmaster central / webmaster toolsQAfollow semantic tagging standards hcard, hrdfa, submit feed (facebook)make use of open standard to better understand the bits of information on the web that help people find what they’re looking forsearch google for search engine land “google testing enhanced listings”