Google Universal Search Ranking How It Works


With more data, Search Engines like Google and Bing have grown more prosperous and more advanced. In 2007, the universal search was introduced.

The universal search was created so that anyone could access information from all parts of the globe, regardless of their language or region. Google began to consider local results, images and videos, job opportunities, maps, and other information to provide the most relevant information for its users.

This blog will guide you to understanding universal search, its ranking factors and how it works. This blog will provide valuable information on this topic.

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What is Universal Search? And what are its ranking factors?

Universal Search is what makes Google’s result pages dynamic. It allows users to find the most relevant results. Before this update, only web search results were available. With the release of this update, video, local results and images started to appear in search results.

Multiple factors have been added to the search results since the update. Multiple search results with unique data are becoming available and will continue to appear. The universal search adds dynamic to search results and provides the most relevant results for users in every appropriate format.

There are many ranking factors. Previously, it was thought that there were 200 ranking factors. Google has advanced technology to rank higher than 200 ranking factors. It is valid for all search engines.

Google provides a list of factors that can influence Universal Search. These are:

  • Page Speed
  • Topicality
  • Qualitative
  • Structured Data
  • Freshness
  • RankBrain
  • Entities

Google gives each page a rank score using these 7 fundamental parameters.

How Universal Search Works

Google assigns a score to each web page based on the 7 group factors. Based on these 7 factors, a total score is assigned to each page. Google may add new elements as the world changes.

One lousy factor can cause your page score to plummet. To rank in Universal searches, you must have 7 of these factors.

Your factors must be decisive. Google Universal Search Ranking favors websites that have all seven web factors. These businesses will appear on the SERP at the top.

What are the Top Results?

After the top 10 results have been selected, the algorithm is refined. It is done if any of the results do not meet the criteria.

The factors used in these calculations can vary and may be targeted at particular cases. A change in the final score could cause a shift in rankings.

Google ranks businesses based on their content and makes them available for a search query. The results include news, videos, images, maps, and relevant information that meets the Google algorithm criteria. It intensifies diversification. Only then will the effects become more diverse.

Each content is unique. An alt tag, which is a specific factor for an image, is an example. It might not be necessary for other content.

Different content formats can have various measuring factors. News will be judged based on how fresh it is. However, Featured Snippets will heavily rely upon RankBrain. Google is now ready to present the final results. It is the way to give the user the best answer for their query.

Ranking factors may vary depending on what type of content. Businesses that adhere to all laws and add more factors get better ranked. Companies that meet all criteria are highly ranked, while those who don’t qualify for them will perish. Google, or any other search engine, is primarily concerned with presenting the most relevant results to users.

Google Universal Search Ranking User Experience

Without question, user experience is the most important ranking element. It doesn’t matter if a page takes more than 10 seconds to load. It will be challenging to navigate and frustrating. It’s possible to get the page speed down to three seconds or less. All of the ranking signals will be even better!

How can you optimize user experience? First, make sure that your content is well-structured. Headings and subheadings are essential, lists and tables, and plenty of white space to ensure readability. Your content should be organized in a way that is easy to read for users and search engines.

A second thing to consider is that a site should load in under three seconds. A website taking more than three seconds to load will be abandoned by 40% of visitors (source). It is terrible news for your rankings and your bottom line.

How can I rank well in Universal Search?

Technical SEO audit service is essential to rank well in universal searches. However, it is not an easy task. It requires a lot of work and knowledge. Universal search is a combination of web pages, images and videos, and local results into one SERP. 

It’s also a search engine result page that displays more than standard web page results. Universal search is designed to provide more information than just plain text results.


Google’s universal search allows you to display your content in many different ways. Perhaps your image is found when someone searches for something similar to your business. A video could rank on the first page for a keyword phrase you are targeting.

Universal search is essential because it is not enough to rank for keywords on Google. It is crucial to ensure that your content appears on search engine results pages wherever and whenever it can.

With the advancement of technology, there are more universal features. It makes it more complex for Google to interpret user intent and complicated. Content is more than just writing. 

A business can reap the SEO benefits of producing quality infographics, images and videos, and news alerts—by integrating other platforms, such as Youtube and Social Media Channels. The key is integration. Businesses should consider SEO as a way to improve their business visibility.

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