Google Shopping drops in Universal Search

By now most people are familiar with ‘Universal Search’ and the varying sources that are provided for the search queries used in Google. For those who aren’t, in 2007 Google started blending the different types of results displayed to users, meaning that the SERPS are pulled together using a wide variety of listings including text, video, images, maps, products results, and news features.

By now most people are familiar with 'Universal Search' and the varying sources that are provided for the search queries used in Google. For those who aren't, in 2007 Google started blending the different types of results displayed to users, meaning that the SERPS are pulled together using a wide variety of listings including text, video, images, maps, products results, and news features.

Google shopping was one source within these blended searches that, more often than not, appeared as one of the first results just below PPC ads for specific product searches. Recent data from Searchmetrics has shown however that, since Google started charging for inclusion within the Google Shopping results in 2012, their visibility within the search results has significantly dropped.

At the start of 2012, Google Shopping results were appearing in 20% off all search results. From the time of moving from free inclusion to their paid inclusion service half way through the year to the end of 2012, results significantly dropped to only appearing in 5% of all search results.

Video stays on top

Whilst video results also experienced a dip during this time, they still stayed as the most visible results, beating all the other sources including images, shopping, maps and news results. At its highest point, video was appearing in around 80% of all searches, however by the end of the year this had dipped to 62%.

Unsurprisingly, the majority of videos appearing in the SERPS were from Google owned video platform YouTube, which amounted to 80% of all videos served to users. Other video sharing platforms including Vimeo and Dailymotion do appear in the blended search results, although no way near as much as those found on YouTube.

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