Search Marketing: Optimizing For Content Rich SERPs

[mandy]

Search marketers will see more opportunities to grow business as the engines evolve beyond a box and ten blue links. With users exploring rich media and other content, capturing qualified clicks will require increased engagement—on the SERP and the landing page. In addition, in-line search suggestion tools will affect what SERPs people end up seeing. This more complex environment means increased talent and specialization for search marketers. As searchers are empowered to direct the engine and review more options, marketers should think about how optimization and buys might change, and the types of experiences that will attract and retain customers.

With the launches of Ask3D and Google Universal Search, SERPs are now displaying more content and direct access to rich media. In-line search suggestion tools are now live for all traffic on Ask and Yahoo...

full article: http://searchengineland.com/070803-083501.php