Google's search results are evolving into destination pages, marking a change in the way marketers and Google itself will have to do business.That assessment was made by several speakers during a Search Engine Strategies New York panel discussion about so-called universal search or blended search. Under universal search, an engine serves up search results such as news, video, or images at the top of the search engine results page. (Search Engine Strategies and ClickZ are owned by the same parent company.)
Of some 1.2 billion search queries on Google during a one-week period in January 2008, universal results were presented about 17 percent of the time, according to research released by James Lamberti, comScore's SVP, search and media. What's more, the total number of clicks on universal results totaled 16 percent.
"The search result page is beginning to operate as a destination," observed Lamberti. "The consumers are a priority. Not the marketers."
Source: ClickZ
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