Universal search, or blended search, refers to the mixed variety of search engine results returned on one search including video, shopping, map and news.
In the search below for “pizza” you’ll see web results, news results and map results.
Universal search
This type of search result likely garners mixed reviews from the businesses listed. While Domino’s and Pizza Hut are probably pleased to be in the top spots, I doubt they like the negative press that follows in the news results. Likewise, small local joints like Barley’s and Bertolo’s are surely thrilled to beat out the big guys and appear on page 1 thanks to the local map results. But it’s safe to say Little Caesar’s is less happy to have been moved below the fold as a result of the map results inclusion.
Despite being the 5th web search result, Little Caesar’s is placed as if it were the 15th result because of the news and map listings, which is a far less satisfying ranking.
It is important to constantly monitor your ranking and reevaluate your SEO strategy if you find you are getting knocked out of rank by other forms of universal search. If you find your former #1 spot is now filled by a video result, perhaps consider adding your own videos to YouTube. If you are being beat out by map listings, consider adding your information to Google Local Business.
For more universal search tips, head over to Search Engine Land.
Tags: SEO, universal search, blended search
