In the context of search engine optimization, the term “Universal Search” (or “Blended Search”) refers to the integration of additional media such as videos, images, or maps that appear alongside organic search results in search engines like Google or Bing.
Since April 2007, search results have evolved into more than just a list of ten blue links. Google began adding blocks with additional media that appear above, within, or alongside organic results. Depending on user intent, these results can achieve higher click-through rates and attract additional traffic.
The expansion of Google search results to include videos, images, maps, shopping results, or news is often referred to as Universal Search integration. These elements, especially images, can also be part of Google’s Knowledge Graph, which often includes maps and images.
Unlike Universal Search, which is based on vertical search engines, Extended Search blocks are derived from the analysis of organic results or internal/external data sources. Google continuously develops and introduces new types of extended search integrations.
The term “universal” is used to emphasize that results provide content not merely as a URL link, but in the specific format required to satisfy user intent, complementing the traditional ten blue links. Such results are often referred to as “boxes,” as they appear in a separate frame.
Google’s goal is to make the delivered content as universal as possible. Each update to this feature brings new possibilities, such as movie listings, current weather, and integrations of social networks or apps, including special results for mobile search.
Recent updates have revealed various Universal Search integrations that can differ significantly from one another. The most relevant integrations for analysis include:
The integration of mobile applications with direct access to Google Play is particularly important. Local listings for local queries are becoming increasingly relevant.
Originally launched as “Froogle” in 2002, Google’s product price comparison service was renamed Google Shopping in 2012. Since 2013, Google Shopping has been called Product Listing Ads and is no longer free. PLAs are image-based advertisements paid for by providers for product searches. They appear above search results and include a product name, price, image, and a link to the seller.
The maps block, especially in mobile search results, is widely integrated. Google displays this block primarily in connection with local search queries.
With videos, the boundary between organic results and additional blocks has become blurred. Videos are now displayed as organic results without a separating frame. As a result, videos have become a kind of “hybrid” between organic results and additional integrations.
In 2007, Google integrated vertical search engines into organic search results for relevant queries. The term “Universal Search” encompasses results from areas such as News, Images, Maps, Videos, and Shopping. Enriching search engine results pages for specific queries with integrations is a key factor in Google’s ongoing effort to always deliver the “best result” for each individual query in the shortest possible time.
Universal Search is designed to minimize the user’s effort and time spent searching for additional results by eliminating the need for long or complex queries. This increases the likelihood of instantly delivering content that satisfies user needs while reducing effort and the number of search queries.
The number, position, and frequency of Universal Search integrations depend not only on the query itself. They are also influenced by factors such as search history, device (desktop, tablet, or mobile), Google account login status, IP-based location detection, and stored cookies. Google uses this information, along with data from Chrome, Android, and other sources, to deliver максимально personalized results.
Searchmetrics has been conducting Universal Search analyses since 2013, annually examining current developments and sharing data and interpretations.
Our analyses are based on data from our software, which crawls search results for a large number of keywords. The database usually includes the first five pages of search results. For example, news results are displayed only on the first page.
Our data is collected over the course of a calendar year, from January to December, and its development is evaluated during this period.
Universal Search integrations can be analyzed from two perspectives — absolute distribution and keyword-based market share.
The “market share” of individual integrations refers to the proportion of all analyzed keywords for which a specific universal integration, such as video, appears. Even when results without integrations are included, the total can exceed 100%. This is because multiple integrations often appear for a single keyword, resulting in a cumulative total above 100%.
For example, the query “basketball” returns organic results, news, images, videos, and related questions.
The second approach analyzes absolute distribution and frequency of elements. Often, multiple integrations are displayed for a single search result, especially for images, shopping (PLA), and news. Our calculations are based on the total number of individual image, video, and other integrations, which together sum to 100%. Accordingly, the share of each integration element can be determined based on the total number of all Universal Search integrations.
In addition, our analysis considers the absolute frequency of individual integration types and their percentage growth in order to more accurately illustrate current trends.
The third section of our Universal Search research focuses on a detailed analysis of individual integration types. This includes examining the market shares of individual players, such as video platforms. The analysis of news integrations also plays a significant role. The analysis is not limited to the number of elements per integration but also focuses on the number of different domains that Google displays for news results.
As search queries continue to diversify, Google now offers several hundred different types of Universal Search integrations. Here are 10 examples:
Promoting good or even the best content has long been one of Google’s primary goals. The introduction of extensions and new integrations will continue to make the spectrum of search results increasingly universal. This provides Google with an excellent opportunity to study user behavior and measure how well different types of content meet user intent across various queries. Integrations, especially on mobile devices, are expected to become even more specific. This means that SEO specialists and content strategists must stay up to date with the latest developments and leverage new opportunities for direct user engagement.