Google blends verticals into the main SERP depending on query intent (e.g., “buy shoes” → Shopping + Ads + Organic).
Are you seeing a mix of videos, images, and maps on Google’s search page? That is not a coincidence; that is the power of Vertical Blending (Universal Search), and you must know how to win a spot there. It is time to stop focusing only on the “ten blue links” and start optimizing your content for every type of result. I am here to give you actionable tips to improve your website’s SEO and drive serious traffic, no matter which CMS you are using. Let’s make sure you are getting the visibility you deserve!
Vertical Blending (Universal Search), also known as Blended Search, is when a main search engine like Google integrates results from its specialized databases, called verticals, onto a single search results page (SERP). This means that a search for a general keyword might show not only website links but also an image pack, a video carousel, local map results, or news snippets. The goal of this blending is to provide users with the most relevant content in the best possible format directly on the SERP, minimizing their need to click further.
How Vertical Blending Impacts Different CMS Platforms
Your Content Management System (CMS) influences how easily you can implement the technical elements needed for Vertical Blending (Universal Search) success.
WordPress
You are using one of the most SEO-friendly platforms because plugins like Yoast SEO or Rank Math make it easy to manage image alt text, video sitemaps, and Schema markup. You have granular control over optimization, but you are responsible for maintaining plugin health and site speed, which influences ranking. Make sure you are using these tools to properly structure your non-text content for the search verticals.
Shopify
For e-commerce, the key to winning Vertical Blending (Universal Search) is through product-focused Schema and high-quality images for Google Shopping. Shopify handles many technical aspects like site speed automatically, but you must focus on optimizing product titles and descriptions. Ensure you are submitting a clean product feed to Google Merchant Center to qualify for Shopping results.
Wix and Squarespace
These platforms offer a balance of ease-of-use and built-in SEO features for beginners, so you are not left completely in the dark. While you may have less freedom for deep custom coding compared to WordPress, you are able to edit image alt tags and use their integrated tools for basic SEO like title tags. You should maximize their native features, as they often have limits on advanced technical SEO implementation.
Webflow
You have a significant advantage in Vertical Blending (Universal Search) because Webflow offers high customization and clean code for fast loading times. You can easily implement structured data and custom XML sitemaps to signal your content types to Google. This platform gives you the power to execute nearly any VSEO strategy precisely, so you must use it.
Custom CMS
A custom solution gives you ultimate flexibility, so you are in complete control of your technical SEO for Vertical Blending (Universal Search). You must have an expert developer to build in the necessary Schema markup, video player optimization, and local SEO standards from scratch. You own the code, which means you are also responsible for every technical success and failure.
Vertical Blending SEO by Industry
The type of content you prioritize for Vertical Blending (Universal Search) changes based on your industry and user intent.
E-commerce
You must focus on dominating the Shopping Vertical by optimizing product images and using Product Schema Markup. High-resolution, clear product photos with descriptive alt text are essential for Image results and Product Listing Ads. You are able to convert users faster when your product details appear right in the SERP.
Local Businesses
Your main target is the Map Vertical, which appears for “near me” or service-based queries. You are increasing your visibility by optimizing your Google Business Profile (GBP) with correct hours, photos, and services. Consistent citations and local reviews are critical signals that influence your ranking in the local pack.
SaaS (Software as a Service)
You are focusing on the Video and Web Verticals by creating high-quality “how-to” and tutorial videos to capture informational search intent. Use descriptive titles and tags for your videos, and embed them onto well-written blog posts with FAQ Schema. This strategy helps you appear in video carousels and as rich snippets in the organic results.
Blogs and Publishers
You should aim for the News and Image Verticals, especially for trending topics or visually rich articles. For news, ensure you are compliant with Google News standards and publish content quickly with unique angles. For all posts, you are optimizing every image with alt text and placing it contextually to win Image Pack features.
Your Action Plan for Vertical Blending Success
You are implementing a multi-vertical strategy to secure your presence across the entire search page.
First, you are performing a SERP analysis for your target keywords to see which verticals Google already displays. If you see videos or local packs, you know you are leaving traffic on the table if you are not optimizing for those formats. Next, you are auditing your existing content to identify any videos, images, or local business listings that you can better optimize with relevant structured data (Schema Markup). Finally, you are committing to creating new content specifically designed to rank in one of the powerful vertical blocks, like a tutorial video for the Video Vertical.
FAQ about Vertical Blending (Universal Search)
What is the difference between Vertical Search and Universal Search?
Vertical Search is a specialized engine that focuses on a single type of content, like Google Images or Google News. Universal Search is the process where the main Google search engine blends results from all those different vertical engines onto one search results page.
Why should I care about Vertical Blending when I already rank well organically?
You should care because the non-organic results from Vertical Blending (Universal Search) often push your traditional organic link lower down the page, significantly reducing its visibility. Securing a spot in both the organic and a vertical result gives you double the visibility.
How can my small local business use Vertical Blending to get more customers?
You are dominating the local pack, which is a key part of Vertical Blending (Universal Search), by claiming and optimizing your Google Business Profile. You are also ensuring your website is mobile-friendly and has correct contact details across all web listings.
Does image optimization help with Vertical Blending (Universal Search)?
Yes, image optimization is absolutely essential for Vertical Blending (Universal Search). Proper image alt text, descriptive file names, and image Schema can help your images rank in the Image Vertical and appear in the “Image Pack” on the main SERP.
Is structured data important for Vertical Blending?
Structured data, or Schema markup, is very important because it clearly tells search engines what your content is about (product, recipe, review, video). This makes it much easier for Google to include your content as a Rich Snippet in its Vertical Blending (Universal Search) results.
