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Some 79% of all keywords return search results that integrate at least one Google Universal Search (AKA blended search) element—the additional snippet of media and information that accompanies traditional results—according to a recent report from Searchmetrics.

The report was based on data from a large set of keyword searches conducted on Google US search throughout 2014. Searchmetrics has been conducting similar analyses of Universal Search since 2009.

Some 55% of search results for the keywords tested included video integration; 40%, images; 16%, shopping product listing ads (PLAs); 13%, news stories; and 7%, maps.

Below, additional key findings from the report.

Shopping PLAs

Shopping ads were the clear winner in Universal Search last year: The share of PLA integrations more than doubled, from 7.5% in January 2014 to 16% in December 2014.

Since the introduction of Google Shopping results in early 2013, the frequency of the element has increased tenfold.


Some 80% of all video Universal Search integrations in 2014 delivered a YouTube video.

About the research: The report was based on data from Google US search results collected throughout 2014.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji