I don't know about everyone else in the SEO world, except for those whose blogs I have read on the subject, but I am actually quite excited about some aspects of Universal searching that will change the way we optimise content for our clients.

Instead of the "standard" optimisation, which most good, well trained SEOers can do, we are all going to have to get our hands dirty helping the client to produce the content that can now get into the primary listings.

Content like video is now going to be able to rank on page 1 of a listing for a search query. Ok, so this does leave less room for the "standard" pages, but surely this is also an opportunity, make a video that is relevant and optimised for the search phrase.

News is also going to be able to rank organically in the main results. So we should add news sections to the sites in the way that Google want it to appear, and begin writing regular stories here.

Rather than whining about the new difficulties that will be inherent in the newer system, we need to embrace the changes that are now inevitable and adapt our strategies accordingly.

It appears as if we are heading for another time of change in the SEO world, but ever since I started working in this industry I have been hearing about how quickly everything changes.

This is the next change and we had better get used to it and evolve accordingly.