There has been a lot of hype on how universal search has changed the way we recommend optimization.  While it is always important to remember that the fundamentals will remain the same, here are a few things to consider that may help you leverage this new feature.

1. Make a video
   With the popularity of YouTube, people have been becoming more interested in watching videos on the internet.  Post them on popular video search engines, on Facebook, mySpace, your own site, anywhere search engines can crawl.  The popularity of a video (views, comments) appears to have influence on rankings. Make sure you leverage any site that allows you to tag your video with titles, descriptions and keywords. 
2. Optimized press releases are more important than ever.
   We know that press releases have been important for building links and leverage the news portion of search engines, but the added tip is to add an image… and even throw in a video if you have one.  One or all can potentially appear in the search results.
3. Using ALT tags may be back  in style again.
   Since you are beginning to see more images in your search results, make sure you help search engines to see what they are about.  Not only should you use ALT tags again, be sure to use the word image in them and even more importantly, name them with keyw0rd-rich file names. 
4. Go crazy with social bookmarking.
   You’ve seen these “add to xxx” on nearly every blog nowadays.  There’s digg, stumble upon, reddit, del.icio.us (forgive me if I put the periods in the wrong place), it’s time for you to get on board too.  And did you know that Google has bookmarks too?  It would make a lot of sense they they weigh those bookmarks too, hint hint.
5. Localization - Use Google’s Local Business Center
   This thing is gold.  http://www.google.com/local/add.  If you have a physical address, go here now.  Add your website address, fill it out as thoroughly as you can.  It’s free and gets you into Google Maps.

Universal search should not be seen as negative.  It simply enforces how important it is for you to stay on top of your optimization so that you’re always one step ahead of your competition.