Add video to appear more prominently in Universal Search

A recent study conducted by search analytics company Searchmetrics revealed companies that utilize video on their sites in some way are far more likely to be found in Google search results, Search Engine Land reports.

The study looked at which content showed up the most on Google Universal Search between November 2010 and May 2011. Google Universal Search compiles videos, news, images and general web results, combining content that is segmented according to category in Google's standard search product. The data was taken from local searches related to large metro areas.

Throughout the course of the study, video content consistently ranked appeared the most often in Univeral Search results, peaking at approximately 65 percent in December. Image results were a distant second, topping out at just above 30 percent, while blogs, shopping, news, books and maps all finished at or below 20 percent.

In addition, the study revealed that Google services consistently ranked at or near the top for each Universal Search metric, including maps, shopping and images. YouTube was the number one site that showed up for videos.

An additional study conducted earlier this month by Forrester Research found that optimized video content is 53 times more likely to appear on Google's first page of search results than any other type of content.