The BIG Change in Search Results

“Universal Search” Results

Back in 2007, Google first introduced what is now generally termed their “Universal Search” results.  This meant that, instead of including only organic and Adwords listings, the search results pages format changed to include options for Images, Videos, News, Shopping, Books, Places, Blogs, and more.  However, in the past, if you wanted to see Videos and Shopping results, you had to click on those links in the navigation bar on the left side of results pages.

In 2010, Google began including blended results, meaning that Video and Shopping links are included in the default organic listings.

Why is this so important?

Let’s say that, prior to 2010, your website was ranking #3 for one of your target keyword phrases, and your listing was clearly visible approximately ½ way down (without scrolling) the search engine results pages (SERPS).  Studies from 2007 showed that the #3 listing received approximately 8-10% of the click-through traffic.  Now, with blended results, YouTube Videos and Shopping results are usually listed somewhere within the first 3 or 4 organic results.  Even though your business has that #3 organic ranking, it may now be “below the fold”, meaning users have to scroll down to find it, depending on their browser and screen size.  This has huge implications for click-through rates and traffic, making the investment in organic SEO campaigns and Video optimization even more important.

Local results for everyone

A related change in search results over the past year is the integration of localized content into the main organic results for ALL users, including those not signed into a Google account.  This is extremely significant, especially for businesses with a small local target market. Prior to 2010, if you had a Google account and were signed in, you may have received personalized results based on your location.  For example, if you were in Chicago and searched for “Italian restaurant”, Google would produce listings for Italian restaurants in Chicago.  Now, Google will produce local results for just about any keyword search that it deems appropriate.  Based on the IP address of your internet connection, the number of local results varies, but in some cases, the entire page of results could be filled with local listings.  Again, this pushes regular organic listings further down the page, lowering their click-through rates and traffic.