With search engines now displaying a variety of different mediums on their results pages, companies must adapt their search engine optimisation (SEO) strategies to reflect this growing trend.

This is the view of Lisa Wehr of Practical eCommerce, who pointed out that among search engine results, users can now find videos, images, blogs, social media profiles, press releases and podcasts, among other things.

To develop a successful SEO strategy in this new environment, companies must integrate this blend of media into their website and use it in their search engine marketing campaigns.

Ms Wehr put forward a number of suggestions, such as creating a company blog and updating it regularly with relevant information about the company, its products and the industry it is involved in.

Incorporating video and images is another way to make the most of blended search, while utilising press release and news sites can also be useful, she added.

Companies can also create their own podcast that customers and visitors to their site can download and share, hopefully leading to greater traffic volumes.

"Overall, the sites with the most successful search positions are integrating and optimising all of their content," said Ms Wehr.

David Hallerman, senior analyst at eMarketer, said recently that SEO is the best way to acquire new customers in difficult economic times.

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