So Loren Feldman just underscored how a major hit to the SEO industry is a major gain for online video -- as well as progress toward video advertising. Well, there are two ways to look at the advent of Universal Search: (1) as an Search Engine Marketing Affiliate, and (2) as a company.

If you're in the first group of marketers, well Loren is right and you're in trouble. Good luck gaining a meaningful rank for any highly competitive keyword now. However, if you're in the second group of marketers, you just won a chance to really own the first page of search results on your company's name.

Think about it, if a blog gets you one step closer to owning the first page, then universal search is a good thing for managing your reputation. If I Google your company name, I'm probably going to get your site, your blog, your forum, and (if you follow Loren's advice) your video.

Long story short, if you've been using SEO to peddle consumer items, universal search is probably going to make your life a lot harder -- and maybe even impossible. But if you've been having PR problems, or are just interested in controlling the first page of search results (and who isn't?), the universal search is going to make your life a whole lot easier. That is, of course, provided that you haven't screwed up so bad that there are already hundreds of blogs reproaching you and dozens of video parodying you.

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