s consumer behavior continues to rapidly migrate to an on-demand model where
the customer controls the purchase cycle, search engine usage continues to rise as a primary means of Web navigation. With the massive increase in multimedia content that is uploaded, stored, and consumed online, major search engines have continued
to evolve beyond simply indexing pages of text and are now providing results
based on a full array of video, audio, and image formats. The inclusion of these digital assets is widely known as Universal Search. As Universal Search becomes
a more permanent fixture within search engine result pages (SERPs), users’
interactions with the new generation of results should be of particular interest to companies who are focused on generating quality search engine traffic.