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NEWS: Videos take 65% share of Google Universal Search results

Google delivers blended or Universal Search results for around 81 per cent of all searches with 65 per cent of results featuring video, according to a study by SEO platform provider Searchmetrics.

The research found that one in every two videos (54 per cent) shown in Universal Search Integrations was hosted byYouTube. However, despite retaining a dominant position, during 2013 the percentage of video integrations from YouTube went down 30 per cent. Its closest competitors Vimeo and Daily Motion still only account for around 5 per cent of video integrations each.

Meanwhile, images appeared in 65 per cent of keyword searches, followed by news (16 per cent) and shopping (6 per cent).

Marcus Tober, founder and CTO of Searchmetrics, said: "Overall we found that four out of five keyword searches generate at least one Universal Search Integration within Google results – this is up slightly from 75 per cent in December 2012, when we last studied Universal Search.

“Universal Search integrations are important for businesses who want to drive awareness and online revenue via search. They attract greater attention and generate higher click-through rates than standard search results because the different types of media – such as news, video, images and shopping – stand out and are highly visible on the search page.”