Universal Search

"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.

Images

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.

Basic Video SEO

    1) - Make sure that the quality of your video content is compelling enough to rank in the first place. Note: Nearly 100% of videos returned in universal searches also ranked on the first place of their native platform, so if your video is not yet ranking well on its home page, it is likely not to rank in a universal search as well.

    2) Try to host your video on the most crowded platforms such as Youtube.

Keyword Do's and Don'ts

    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

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).


The Local Business listing does not only include a link connecting to the homepage of the business, but it also makes information accessible to search engines, such as user ratings, business location, categories of business, etc.
There are many factors that Google takes into consideration when assigning rankings to local results.

One of the key factors is ratings that a business or business location has received from Google users. The better the reviews, the better the rankings. Google's policy is to show transparency about business performance and how the clients perceive the quality of services the business is providing.
Google (and other search engines to a certain extent) utilize other signals such as local citations, and the city proximity center when it comes to local rankings.
Another way to further increase rankings is to have positive reviews and star ratings from clients who rank the company on Google. Google also considers rating from other sites such as Yelp, which also increases rankings.

Google News

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.