What is Universal Search Optimization
In search engine optimization (SEO), universal search optimization, also known as blended search, refers to the integration of media such as videos, images or maps in addition to organic results in search engines such as Google or Bing. It serves as an important component of SEO Content and must now be taken into account in any good content marketing strategy.
What is it for?
Before Google introduced universal search, there were exactly two chances to optimize Google search results. You either rely on paid Ad Words ads or try to build organic links. This is classic SEO. However, these programs have changed tremendously with the introduction of Google Universal Search. For example, it is now possible to present a good video at the top or to attract attention at the top with a simple but well-worded news text.
With Universal Search Optimization, Google and other search engines hope to provide users with the most comprehensive information relevant to their search. To achieve this self-imposed goal, you should consider different file types and media such as videos or HTML documents.
Universal Search is regularly expanded, further developed and supplemented with new data sources. Especially the small icon of the video quickly makes itself felt and increases the click-through rate enormously. Universal Search put the importance of organic listings into perspective and triggered absolute changes.
What is the goal of Universal Search Optimization?
Google's goal in expanding search results was simple: to present better, more relevant results to search engine users so they don't have to search again and change their search terms without relevant content. Therefore, it is not necessary to restate or rephrase search terms to get what you want.
The range of results is expanded and refined with generic search elements to meet user expectations more precisely. Searchers can then select from a variety of media (current news or info videos) on the topic or access personal shopping offers directly.
What does Universal Search contain?
In a generic search, the most suitable results from various database queries are combined. At Google, this looks like images or shopping results for keywords are also displayed above the textual search results. Google includes the usual organic index, Google Shopping, Google Images, Google Video, Google Maps and Google News. In addition, the data is output to Google via the Knowledge Graph: The fact box on the side already shows the most important information about the searched keyword. Users can further personalize their query results based on their user data. A related function is called Search Plus Your World. It depends on many factors which results are collected in Universal Search Optimization. Someone who has a clear purchase intent via a query, i.e. a transactional search query, is more likely to see shopping results, while someone searching for current events is more likely to see news search results.
Google does not want to limit the types of content listed in generic search results, but strives to make content as generic as possible. Updates continuously expand the results displayed to include specific results for apps, weather information, local movie listings, social media integrations, or mobile searches.
Influence on the SEO
Due to new elements under the SERPs, the regular search results had to suffer since then. This problem still exists today as more and more rich results are introduced into search engines. As a result, many people look at content directly from search engine results pages after a search, rather than from related websites. By displaying OneBox results above or below them, these new results move certain search terms. When trying to rank for terms with a large number of alternative search results, this becomes particularly problematic. This leaves significantly less space for normal search results.
However, Universal Search Optimization brings some interesting new marketing options, as images, videos and other types of content can now rank in general SERPs. This, among other things, has led to a shift in focus to image and video SEO. As the diversity of user search intent and best-match trends increases, rich results such as rich snippets continue to present challenges and opportunities for SEOs and webmasters. It also remains important to consider which landing pages visitors land on when they arrive at your site via a snippet.
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