Video in Local Search

ComScore released an eye-opening report that shows that nearly 1 billion search results each and every month now contain an "Universal Search" result.  Universal Search results are defined as anything other than a standard web result or paid search result, such as video, maps, local information, news, weather, etc.  And its clear that video is playing a large part in those results.

From Small Business SEM:

• of 1.2 billion queries, 220 million contained a universal result
• 16% of total clicks involved a universal result
• 87 million people searched, 58% saw a Universal result (38% of people saw video, 34% news, 19% images, 10% maps/stocks/weather)

This change in search results bodes well for local advertisers that take advantage of video as part of their online marketing strategy.  By leveraging video local business has a better opportunity of appearing higher in universal search results.  Video can also be included in map results and local results making video a multi-faceted search improver.

In addition to inclusion in Universal Search video remains a powerful branding and direct response medium for the web for small businesses.  As Universal Search becomes more prominent video benefits will continue to grow as a vital part of online marketing for small businesses.