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Politics matter. Who knew? Long before Google's universal search algorithms began rolling out in May, many consultants advised clients to embrace the technology to protect and enhance their search positions. Now it appears the upcoming presidential election may make the case most persuasively.

Until recently, if you searched Google for “red raincoats,” you would've gotten a list of Web sites that sold, discussed or manufactured red raincoats. If you wanted images of red raincoats you could've gone to the images directory; for news stories you'd go to the news directory.

This vertical method of search was more likely to yield relevant results. But it wasn't being used by large segments of the search population, particularly older users. When it was used, the results could be limited.

Universal search combines all the categorical directory findings and media into a unified search engine results page. Through a new set of algorithms, Google offers results that may include videos, maps, images, blog sites and press releases that it positions by newly defined relevance and popularity.

Search marketing — natural and paid — has never been a “set it and forget it” proposition. Good online marketing campaigns are constantly measured, monitored and tweaked. Universal search has brought new considerations into play, and the competition for attention has increased accordingly. Previously unrelated social media, press coverage and images can suddenly catch fire. Solid search positions that once remained stable for weeks may now shift by the hour. Ask those companies that share names, issues or keywords with the current political campaigns.

Hillary Software Inc. is a 20-year-old business-to-business software firm that's had a decade-long Web presence at Hillary.com. Given its area of expertise and longevity, anyone typing the word “Hillary” should expect to find the company prominently displayed in search results.

And that was the case before Google launched universal search. Thanks to presidential politics, Hillary.com wasn't No. 1 for the term “Hillary” before this past May. However, it did occupy a respectable position on the lead page among the numerous pro-and-con Hillary Clinton sites and stories.

Last month, with universal search in place, that same term brought additional entries to the results pages. News stories, videos and blogs dropped Hillary.com from Google's page 1 to page 2.

Besides falling in position, Hillary Software may find its potential audience distracted by the political images and videos. Others may become overwhelmed or disturbed by the content and simply go elsewhere.

Hillary.com may seem an extreme example, but not necessarily. If you're not vigilant, breaking-news images and video can literally sink your online positions — and the sales that go with them — in a matter of hours.

• See if and how universal search is affecting your search rankings and those of your competitors. Look for trends and note if particular keywords are affected more than others. Keep monitoring. The answers to these questions can lead to some highly effective search strategies.

• Add and optimize searchable media. Add a company blog. Consider podcasting. Issue and optimize press releases, tag them and link to your Web site. Include optimally described and tagged images and video clips on your home page.

• Integrate efforts as never before. Generally speaking, the more one online communications element supports the next, the better your universal search results will be.

LISA WEHR (info@oneupweb.com) is CEO and founder of Oneupweb, Traverse City, MI.