What is Universal Search?
Universal Search (or blended search) combines different content types, such as web pages, images, videos, news, local packs, and shopping results, into a single SERP. This technique caters to different user intents by presenting the best format for the query. It could be a video tutorial, a listing, or a map. Therefore, SEO and content strategies aim to capture salient features of the SERPs across multiple media. By targeting rich-result opportunities, you surpass standard organic listing visibility, thereby enhancing click-through potential overall.
Examples of Universal Search would include a query for “pizza recipes” displaying a video carousel; “running shoes” showcased shopping ads above organic links; and “coffee shop near me” triggering the local map pack.
Related terms: blended search, SERP features, rich snippets, knowledge panel