July 06, 2018

Study: Universal search in travel


Knowledge graphs appear in 65% of travel searches on desktops, and 22% on mobile - they represent a significant opportunity for travel brands to get onto page one.

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)