Universal search blends different content types (videos, images, news, maps) into main search results. Optimize for multiple formats to capture more SERP real estate through diverse content creation.
Are you still targeting the old “ten blue links” when Google’s results page looks more like a magazine cover? I know that focusing only on traditional rankings leaves massive traffic on the table.
For 15 years, I have adapted SEO strategies to match how Google actually presents information.
Today, I am going to explain What is universal search?, the secret to showing up everywhere on the search results page (SERP).
Get ready to create content that wins the battle for visibility in every format, from images to maps.
What is universal search? The Blended Result
What is universal search? is the technical term for a search engine blending results from different databases into one results page.
This means your search results might include standard web links, plus images, videos, local map packs, news stories, and shopping results.
The system decides the mix based on what content format will best satisfy the user’s intent.
CMS Impact: Optimizing for Every Platform
Your CMS is the tool we use to prepare your content in the structured, machine-readable way that universal search demands.
We must use the platform’s specific features to ensure our content is eligible for non-traditional result types.
WordPress
WordPress is the champion for universal search because SEO plugins give me full control over Schema Markup.
I use plugins to accurately tag my images, videos, and FAQs, making them eligible for the corresponding blended features.
This flexibility allows me to compete for nearly every type of universal search element on the SERP.
Shopify
Shopify excels at universal search for products because it natively manages the Shopping vertical.
I focus on maintaining perfect product information to ensure rich snippets like price and star ratings appear in the blended search results.
This attention to detail helps my products stand out visually in a crowded field of blue links.
Wix
Wix users should focus on maximizing the clarity and relevance of their visual media for the Image results.
I ensure all images have descriptive titles and proper alt text that clearly relates to the surrounding page content.
This simple optimization helps a Wix site compete for image traffic in the blended search.
Webflow
Webflow gives me the power to design highly structured landing pages that are excellent candidates for the Featured Snippet box.
I use the CMS to format key answers in a clean, bulleted or numbered list, which Google prefers to extract for blended results.
The clean code ensures Google can easily read and pull that perfect answer right from my page.
Custom CMS
With a custom CMS, I implement an XML sitemap for every media type, including images and videos, to maximize discoverability.
I build structured data into the content models, allowing me to fully control how my content is presented to the blending algorithms.
This technical control allows me to target multiple universal features simultaneously from one page.
Industry Relevance: Winning the Blended SERP
Universal search means your content strategy must now cover multiple formats to truly dominate your niche.
If you create content in the right format, Google will deliver it to the user.
Ecommerce
Ecommerce must win the blended battle with both product listings and visual content.
I ensure my high-quality product videos are uploaded to YouTube and optimized to appear in the blended Video Carousels.
This strategy allows me to catch users who are in the research phase before they are ready to buy.
Local Businesses
Local businesses have the biggest win with universal search through the Local Pack (Maps) result.
I focus my optimization efforts on my Google Business Profile to ensure I rank for the map-based blended result.
Appearing in the map pack guarantees prominent visibility, pushing competitors far down the page.
SaaS (Software as a Service)
SaaS content must be optimized for both the core article and the illustrative video tutorial.
I create a complete, structured FAQ section on my feature pages to compete for the blended People Also Ask box.
This helps my brand answer both simple and complex questions directly on the SERP.
Blogs
Bloggers must embrace the blending of news and timely content to capture sudden spikes in traffic.
I make sure to write quickly on trending topics and use the correct NewsArticle Schema to qualify for the blended News results.
This high-speed strategy is essential for capturing fresh, topical relevance.
FAQ: Universal Search
Q: What is the biggest advantage of universal search for me?
A: The biggest advantage is increased visibility because you can occupy more space on the SERP than just one link.
I aim to have a traditional link, an image, and a video for the same keyword to triple my chances of a click.
Q: Is a Featured Snippet a universal search result?
A: Yes, a Featured Snippet is part of the overall universal search strategy, as it blends a precise answer directly into the traditional organic results.
I see it as the most valuable blended feature because it sits right at the very top of the page.
Q: If I use a YouTube video, how does that help my website’s SEO?
A: When your video ranks in the blended results, it drives traffic directly to your content and reinforces your topical authority.
I always include a link to my website early in the video description to make sure I capture the click.
Q: Should I create a separate website for my images?
A: No, I strongly advise against that; keep all your content on your main domain.
I embed all my media on the most relevant page and optimize it there, ensuring all authority flows back to my primary website.
