INTERNATIONAL: Universal Search Research Update
by Christian Thurston, March 17, 2011
As part of the work that we perform for clients, we closely monitor the number of Universal Search results appearing in the google.com.au search results. We have not noticed many recent large changes but have updated our testing from last year to gather some real data to determine what is changing in the search results. In 2010 we started this research to test what Marissa Mayer, the Google VP of Search Products & User Experience stated in November 2009. In the interview, she noted that when Universal Search launched in 2007 a Universal Search item appeared in 4 percent of search queries, whereas in November 2009 a Universal Search item appeared in 25 percent of search queries. As in the prior year we selected a sample of different search results in google.com.au (searched from an Australian IP and eliminating the impacts of personalised search) and recorded the occurrences and types of Universal Search results. We gathered this data across a number of different keyword groups including brand, high volume, mid tier, long tail and celebrity/news related keywords. Please note that these are based on a sample size and are based on an average across the sample set. The key findings are:
More details of our research are included below: Percent of times a Universal Search result appears on page 1Our research shows that:
![]() In google.com.au, we are thus seeing significantly more Universal Search results in 2011 and 2010 than the 25 percent quoted by Google in November 2009. It is thus as important as ever to optimise for Universal Search. Universal Search result occurrences on page 1Our research shows that (please note there are some rounding differences in the calculations):
![]() ![]() Universal Search results as a percent of total search results - split by keyword typeOur research shows that:
![]() ![]() Types of Universal Search resultsOur research shows that:
![]() ![]() It is clear from the above research that Universal Search continues to be a key component of the Google search results but the number and type of Universal Search results does not appear to be increasing as rapidly as in the past and may even be decreasing in certain areas . The following key actions should be followed to take advantage of opportunities presented by Universal Search and stay ahead of your competitors. Key ActionsWe mentioned these key actions in our research from last year. We have repeated these here, with some updates, as we believe they are still relevant and as important as ever. 1. Optimise all digital assetsEnsure you have a strategy in place to optimise all your digital assets to take advantage of the extra ranking opportunities available (86 percent of all searches contain a Universal Search result and 12 percent of the search results and 31 percent of links on page 1 are Universal Search results). Protect against organic results being pushed below the fold (15 percent of search results and 36 percent of links above the fold, are Universal Search non-text search results) by optimizing all digital assets. 2. Add Engagement Objects to landing pagesEnsure you include Engagement ObjectsT on all landing pages. Engagement ObjectsT are non-text elements on a page which draw attention and elicit user involvement, such as images, videos, Flash objects, infographics, audio, maps, news, books, widgets, feeds, interactive games, tables and blog posts. We believe that the search engines will rank pages more highly if they include Engagement ObjectsT and that have a high engagement with users. Also, this will give you more ranking opportunities in the Universal Search results as discussed in point 1 above. 3. Use digital asset optimisation and distribution to improve online presence and visibilityDigital asset optimisation (or Universal Search optimisation) and distribution and syndication of derivatives of this content will improve search engine visibility, online brand presence and social media visibility, and these in turn will support each other, leading to higher rankings and more traffic. 4. Leverage traditional SEO strategiesThere are many specific tasks that need to be carried out in order to rank highly for each of the Universal Search results but many of the tried and tested standard SEO strategies still apply. Ensure you get the foundations in place as outlined in the SEO Hierarchy of Needs and then apply item specific strategies to optimise further.
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