More commonly known as blended search or integrated search, universal search is the integration of different content types to the organic search results. These were pertaining to text links only, referring web pages as traditional search results. Universal Search broke this mould and showed images, videos, articles, search results, local listings, maps, and various other specialised content formats directly on results pages. Thus, users can have a more diversified and holistic search experience where information can be found in various formats. A “best restaurants near me” search would return results that include not just links to restaurant websites, but also a map showing their locations, pictures of their food, and reviews other users have left. SEO’s world has been greatly affected by Universal Search, which makes web owners have to adapt their content for optimising towards other search verticals and not web pages only. Changes would include using alt text for images, producing video content, and ensuring that local business listings are accurate and up to date. This is why it is most important that varying SEO strategies are fixed and more diversified-search-content development is put forward to achieve different modalities of search.