Universal search describes the capability of a search engine to use a single search box to find and display content drawn from multiple diverse databases. This feature is also referred to as ‘blended search’ or ‘enhanced search’ and essentially integrates additional media forms directly within the organic search results.
Before universal search was introduced, search result pages were limited to displaying only links to traditional web pages. This feature now provides more relevant and useful media, including videos, images, maps, news articles, and books. Consequently, even if a user performs a general web search, they will still be presented with these targeted media forms. The specific blend of featured content will vary based on the keywords used in the query.
By optimizing your content for universal search, your website has the potential to appear as the authoritative result for that keyword. This increased visibility can lead to a higher Click-Through Rate (CTR). You can further boost your visibility in universal search results by using the correct keywords and diligently applying structured data.