Google has once again revolutionized the way search engines work with Google Universal. By incorporating news, images, blogs and video along with general web site content, Google has not only changed the face of its search engine, but all search campaigns.
By tailoring search to the user, search results are even more targeted to potential customers than previous search results. Google modified the format of its results page for general searches to incorporate news, images, blogs and video along with general web site content, making it a universal search.
Not having to click on the individual tables for maps, images and news offers a greater range of information for the general user. This also allows Google an additional way to money on ads while retaining users on the Google site. For example, if a video pops up during a search, it can be played without leaving Google/YouTube. This means that while more people may see and click on your link/ad, they may not make it to your actual site. This is a triple advantage for Google, as ads are continuously displayed while the video plays. Additional opportunities to click on the ads will increase the Google cash flow. The extended time users spend on Google increases the "time on site" stats; this metric influences how much advertisers are charged.
By incorporating all the search results into one main search page, great SEM results now require video, optimized images, news, maps and blogs. SEM campaigns must incorporate multiple techniques to build out a comprehensive web presence. The increased variations of how information is pooled into general searches gives press releases, announcements, listings on Google Maps and tagged items on sites exposure. The universal search has created an increasingly mutually advantageous way for advertisers and users to use search as a marketing and research tool.