In the context of search engine optimization, “Universal Search” (also called “Blended Search” or “Enhanced Search”) refers to the integration of additional media like videos, images or maps - displayed above or amongst the organic search results. According to a new study by Searchmetrics, the first page is increasingly dominated by eye-catching Knowledge Graphs (a Google tool which neatly boxes up information drawn from a range of services), images, mobile apps and maps, which lead to higher click-throughs from travel searchers. Based on Searchmetrics Universal Search data, the study includes five optimization recommendations for travel websites. Download the study at Searchmetrics (free registration)