searchmetrics-通用搜索报告：移动的天下（英文）-2018.7-33页-6mb

Universal Search 2018 Summary

Core Content

The report titled "Universal Search 2018" discusses the evolving role of Universal Search in the context of the mobile-first era. It emphasizes how Google's search results now include a wide array of content types beyond traditional organic links, such as images, videos, news, maps, and mobile apps. This shift reflects the growing importance of mobile search and voice search in modern SEO strategies.

Main Points

• Universal Search is a feature that displays various content types alongside traditional organic search results.
• The mobile-first transition has made Universal Search integrations more prominent and essential for online optimization.
• Organic results have decreased on both desktop and mobile, with mobile results showing a slight drop from 8.7 to 8.5.
• Mobile search is becoming more complex and diverse, with the integration of various content types such as images, videos, knowledge graph, and direct answers.

Key Integrations

• Images: Desktop usage has decreased by 11% to 23%, while mobile usage remains steady at 16%.
• Knowledge Graph: Increased significantly on both desktop (+15%) and mobile (+11%), now at 35% and 32% respectively.
• Google Shopping: Desktop usage dropped by 6% to 4%, while mobile usage increased by 4% to 11%.
• Google Adwords: Desktop usage decreased by 12% to 5%, and mobile usage decreased by 24% to 12%.
• Direct Answers (Featured Snippets): Desktop usage increased by 2% to 16%, while mobile usage remained steady at 4%.
• News: Desktop usage remained at 11%, while mobile usage decreased by 2% to 9%.
• Maps: Desktop usage increased by 2% to 3%, while mobile usage decreased by 6% to 4%.
• Videos: Both desktop and mobile usage decreased slightly by 2%, with YouTube dominating 92% of video integrations.
• Mobile Apps: Integrated for 11% of keywords, with a slight increase on mobile (+1%).

Mobile Strategy Implications

• The smaller screen size on mobile devices means that organic links are less visible, requiring users to scroll multiple times.
• Optimizing for Universal Search integrations is crucial for increasing visibility and driving traffic on mobile.
• Voice search and smart speakers are influencing the way users interact with search, often displaying direct answers.
• AMP (Accelerated Mobile Pages) is becoming more relevant, especially for news, with 78% of news results using AMP.

Diversity of Universal Search

• Google's Universal Search has evolved into a highly diverse and intent-specific system.
• There are hundreds of different integrations tailored to the user's device, search intent, and location.
• The report highlights 12 specific integration types, including Carousel, Lyrics, Currency Converter, Stock Prices, Google Jobs, Google Flights, Unit Converter, Weather, and others.

Infographic and Trends

• The infographic illustrates the trend in Universal Search on mobile, showing a comparison between 2016 and 2017.
• The average number of organic results on the first page remains around 8.5 on mobile.
• The report provides a summary table of the most important Universal Search trends for 2017, highlighting changes in integration frequency.

Conclusion

As the digital landscape continues to shift towards mobile, the role of Universal Search is becoming increasingly vital for online marketers. The report underscores the need to adapt strategies to include optimization for various Universal Search integrations, especially given the rise of voice search and the importance of mobile-first indexing.