Universal Search In The Google SERPs
What is Universal Search?
Since April 2007, there is more in the search results than just 10 blue links. Videos, images, maps, shopping as well as news results are now delivered as one-boxes in between the usual (=organic) links, making the search engine results
pages (SERPs) a collage of different clickable media integrations. This kind of blended/enhanced results delivered when querying a search engine is called: Universal Search.
DISTRIBUTION OF UNIVERSAL SEARCH INTEGRATIONS 6 GROWTH IN 2012 (in share of absolute numbers)
Market Share of Universal-Search-integration
- Videos are decreasing, but they are still the dominant form of integration displayed.
- The share of Images that appear in integrations did not change in 2012. The total number of different images displayed in integrations has surpassed the total number of different videos which appear in integrations.
- Google turned Shopping integrations into paid product listings. So Shopping is the loser of universal search in 2012 with a considerable decrease in both the share of integrations that appear and absolute numbers.
- The number of keywords that have News as a universal search integration grew notably in 2012.
HOW DO GOOGLE'S OWN PRODOCTS PERFORM IN UNIVERSAL SEARCH?
Share of Video Results : 8 out of 10 video results are from Youtube.
RANK OF 1ST RESULT
Share of Shopping Results :
Google : 52.02%
Amozon : 11.82%
Ebay : 4.28%
Others : 1.21%
Google Shopping strongly dominates the universal search Shopping ntegrations. Retailers have to pay to be part of the Google Shopping results. These results are not arranged according to price. Google provides fewer deep links to
retailers* own web sites within universal Shopping results. Instead, the search results are dominated by deep links o Google Shopping/ product listings.
YouTube performs way better than its competitors
SERPs 1-2 / Quarter 1-4,2012
203,177 204,511 204,814
Not only did the number of News integrations grow in 2012, the total number of news sources (Domains) delivering the News has also increased.
The Search metrics Study is based on millions of representative keywords.
7.5 out of 10 search queries in Dec 2012 were enhanced with universal search results. (8.5 out of 10 in Jan 2012)