The ever-changing face of Google SERPs: What Universal Search means for SEO

The world of search is evolving at a rapid pace. Google’s search engine results pages (SERPs) are no longer just a list of blue links – they’re now an ever-shifting landscape of diverse content formats, enhanced by rich features designed to give users the most helpful answers with minimal effort.

This change is largely thanks to Universal Search, a concept that has redefined how search results are displayed – and, in turn, how businesses must optimise their content to compete for visibility. So, what is Universal Search, what features does it include, and how can SEO professionals help your business adapt?

What is Universal Search?

Simply put, Universal Search is Google’s method of blending results from multiple content types and verticals – such as videos, images, news, maps and more – into one unified SERP. It has slowly replaced the traditional, linear display of ‘ten blue links’ with a more dynamic, tailored experience that draws on various data sources.

Introduced in 2007, the aim of Universal Search is to provide users with the most relevant information regardless of format. Instead of showing only standard web pages, Google may also include an AI generated answer to a user’s question, a YouTube video, a featured snippet, and/or even a local business listing – all depending on the query.

For SEOs, this means that traditional organic rankings are just one part of the puzzle. Understanding and targeting Universal Search features is now essential to gaining and maintaining visibility.

Universal search features

Let’s take a closer look at some of the most prominent features of Universal Search currently seen in Google’s UK SERPs.

AI Overviews

Formerly known as the Search Generative Experience (SGE), AI Overviews are currently being rolled out more broadly. These AI-powered summaries appear at the top of search results, offering quick, concise answers synthesised from multiple sources.

While not every query triggers an AI Overview, they’re becoming increasingly common for complex, question-based searches. For content creators, this poses both a challenge and an opportunity – your content must be accurate, well-structured, and optimised for inclusion in AI training datasets if you want to be referenced.

Featured snippets

Featured snippets are selected search results that appear at the very top of Google’s SERP, often in a box with bold text or bullet points. These aim to answer the user’s query instantly, pulling directly from web content.

To rank here, your content must clearly and directly address the question being asked. Structuring content with headers, lists, and concise summaries increases your chances of earning this coveted position.

Knowledge panels

Knowledge panels display factual information about entities – such as businesses, public figures, or places – usually on the right-hand side of desktop search results. This data is typically drawn from trusted sources like Wikipedia, Google Business Profiles, or official websites.

To optimise for knowledge panels, ensure your brand or entity has a consistent online presence, structured data markup, and verified business listings where applicable.

Google Maps Pack (local pack)

For location-based queries, Google often displays a local pack – a set of business listings alongside a map. This is particularly relevant for local service providers and brick-and-mortar businesses.

Visibility here depends on your Google Business Profile, reviews, NAP (Name, Address, Phone Number) consistency, and proximity to the user. Local SEO strategies are crucial to secure a spot in the maps pack.

People Also Ask (PAA) boxes

People Also Ask boxes show follow-up questions related to the user’s initial query. Clicking on one reveals a snippet-style answer, often pulled from different websites.

Targeting PAA involves identifying common follow-up questions and creating content that succinctly addresses them. Optimising for this feature can help drive additional impressions and clicks, especially if your content is helpful and structured with clear headers.

How to optimise for Universal Search results

With so many different SERP features in play, a one-size-fits-all approach won’t cut it anymore. Optimising for Universal Search requires a strategic blend of technical, content, and UX best practices. To get you started, here are a few things to think about:

• Create User Focused Content (UFC) – At Click Consult, we advocate for content that serves real user needs first and foremost. User Focused Content addresses specific questions, anticipates intent, and delivers value quickly. This not only increases your chances of appearing in features like featured snippets and People Also Ask, but also improves engagement signals that influence overall visibility.
• Adhere to Google’s EEAT guidelines – Google rewards content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness. Make sure your content is created by subject matter experts, clearly cites reputable sources, and builds credibility through user trust signals such as author bios, secure domains, and transparent business information. This is especially important for appearing in AI Overviews and knowledge panels.
• Implement schema markup – Structured data helps search engines understand your content contextually, enabling enhanced SERP elements like rich snippets, FAQs, and review stars.
• Optimise for local search – Ensure your Google Business Profile is complete and accurate, maintain consistent NAP details across directories, and collect positive local reviews. This is key for appearing in Google’s Maps Pack.
• Target multimedia opportunities – Create and optimise video, image, and audio content to capture visibility across vertical search types like YouTube, Google Images, and podcast results.
• Monitor changes regularly – SERPs are dynamic, and the features triggered by your target keywords can shift rapidly. Use tools like SEMrush or Ahrefs to keep tabs on SERP volatility and adapt your strategy accordingly.

By focusing on high-quality, helpful content that aligns with user intent and Google’s expectations, brands can unlock visibility across the full spectrum of Universal Search features.

What this all means…

As Google continues to evolve, so too must SEO strategies. Universal Search represents an ever-changing shift from keyword-stuffed content and basic link building to a broader, more integrated approach. To stay visible, brands must embrace SERP diversity and optimise across the many formats Google now prioritises.

At Click Consult, we stay ahead of these trends, helping businesses navigate the ever-changing face of search. Our team of SEO specialists understands the nuances of Universal Search and can develop tailored strategies to improve your visibility across AI Overviews, featured snippets, local packs and more. From structured data implementation to content optimisation and local SEO, we ensure your brand is ready to compete – no matter how the SERPs evolve.

Get in touch to find out more.