Infographic: Video Content, Especially On YouTube, Wins In Google Universal Search

Google Universal Search is a way that Google blends in matches from its “vertical” or “specialty” search engines, like image search or video search, into webpage results. What’s the best way to tap into Universal Search in order to be visible? Have video content, especially on YouTube, according to a new study.

The study, by Searchmetrics, is covered in more detail by our sister-site Search Engine Land. Searchmetrics also produced an infographic summarizing the key findings (click to enlarge):

universal search results

As you can see, video content is far more likely to be blended into the search results than any other type of vertical material, followed by image content. And if you’re going to do video, do it on Google’s own YouTube video site. The study found that 80% of video integrations came from YouTube, as opposed to other video sites:

Share of video results

Want the infographic for yourself? You’ll find it here at Searchmetrics. Also be sure to read our Search Engine Land story about the study, Google Shopping Visibility Plunges In “Universal Search” Results; Video Stays Dominant.

Related Topics: Channel: Video | Google: Search | Google: SEO | Google: Shopping | Google: YouTube | Video


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  • Russ_Somers

    Great information and infographic! Whether YouTube is best depends on the objective. I agree with you when the goal is strictly getting found. However, YouTube doesn’t serve an online retailer well if the goal is to drop the user to the product page where they can purchase – there are platforms that are equally effective at indexing (the 80% is driven by the vast amount of content on YouTube more than anything). A dual strategy – socially optimized edit on YouTube for discovery, conversion-focused version on the product page in a platform that can drive purchase – delivers the highest ROI in the long run.

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