Search is Universal at Google
Universal Search results appear upward of 81 percent of all Google search results (up slightly from 75 percent in Dec. 2012) according to a recently released study from Searchmetrics.
Universal Search results essentially blend/include images, videos, maps and news (culled from their own vertical networks) within the natural or organic results.
Videos appear on 65 percent of keyword searches, 40 percent of searches show images, news-related items appear for 16 percent of keyword searches, and shopping results appear for 6 percent of keywords (although that percentage is destined to increase dramatically). Maps appear on less than 1 percent of keyword searches.
(Image property of Searchmetrics.)
One of the most interesting findings from the study was the rise of Google Shopping PLA (product listing ads) featured in the Universal Search results. In Dec. 2013 PLAs accounted for around 18 percent of all Universal Integration types, and the overall number of PLAs increased by 200 percent over 2013. In fact, the number of PLAs grew by almost 500 percent between May and September.
"Universal Search Integrations are important for businesses who want to drive awareness and online revenue via search," said Marcus Tober, Founder and CTO of Searchmetrics. "They attract greater attention and generate higher click-through rates than standard search results because the different types of media - such as News, Video, Images and Shopping - stand out and are highly visible on the search page."