Universal Search

Universal Search” is a feature of Google search which pulls data from multiple data sources to display on the search engine result pages (SERPs). This includes videos, images, news headlines, and local search engine results. Universal Search is designed make search results more user friendly, broadening the results from simple text only, so that users can view all the cross-media search results on one page.


Images include anything from a submission form button to an actual photo image. When adding images, it is necessary to optimize your images by employing the “alt” attribute. This allows useful text to be provided in the event that the image does not load properly. To further understand how this is done, refer back to section on Image Optimization for an in-depth look at this function.


In Universal Search results, videos have an approximately 41% higher click-through rating than their plain text counterparts, meaning that this area should be a key focal point in marketing.

Basic Video SEO

  • Ensure the quality of your video content does well enough to rank in the first place. (Note: Nearly 100% of videos returned in universal searches also ranked on the first place of their native platform, so if your video is not yet ranking well on its home page, it is likely you will not rank in a universal search.)
  • Host your video on the most frequented platforms, such as Youtube.
    Keyword Do’s and Don’ts
  • DO NOT USE transactional keywords (such as ‘buy’, ‘cheap’, ‘free’ and ‘sale’ etc.) or navigational keywords (such as brand descriptions, names, site URLS, etc) as these tend to signal a more spammy quality.
  • DO USE informative words like ‘how to’, ‘learn’, ‘what is’ and ‘history of’ as these types of terms aim to address a question or solve a problem and tend to rank better.