"Universal Search" is a Google search feature that pulls out data from multiple metric data sources to display on the search engine result pages (SERPs). It includes videos, images, news headlines, and local search engine results. Universal Search is designed to make search results more user friendly, broadening the results from simple text only, so that users can view all the cross-media search results on one page.
In Universal Search results, videos have approximately 50% higher click-through rating than their plain text matches, meaning that this area should be a key main point in marketing.
1) - DO NOT USE transactional keywords such as 'buy,' 'cheap,' 'free' and 'sale.' Neither us navigational keywords such as 'brand,' 'descriptions,' 'names,' 'site URLs, etc as these tend to announce spammy quality.
2) - DO USE informative words like 'how to,' 'learn,' 'what is' and 'history of' as these types of terms aim to address a question or solve a problem and tend to rank better.
Local business listings on Google refers to Places for Business. It allows businesses to have a presence which stands out from the rest of the organic results. This distinction is based on many factors that Google takes into consideration (e.g., if the search term indicates an intention by the searcher to find a local business).
In order for a company's site to be part of Google News Searches, they must apply and submit their website for review.
Google has a list of suggested guidelines to review companies before submitting their website for inclusion.
Websites are permitted based on the content of their news reporting, the frequency and authority with the articles they publish, and the number of posts and users, etc.
In addition, there are technical guidelines that reflect whether or not the site is user-friendly, and whether Google's computer algorithms can crawl the site or not. To learn more, please visit the Google News inclusion requirements.