Universal Search = Fewer Clicks

ComScore's James Lamberti reveals the new Google truth: Universal Search means fewer paid clicks.

Google's latest mission is fairly clear: Reduce the number of clicks while increasing the value of clicks remaining. At first glance it appears disastrous for marketers. Less real estate on which advertise and higher premiums on the space available equals CPC inflation.

And that sounds kind of bad. Google's philosophy though, is that the fewer clicks will be more relevant, more likely to convert, and therefore more valuable. But the nerves are understandable.

Lamberti posts the results from a one-week-in-January study at

But also means that organic SEO becomes all the more vital, especially when it comes to video and images. Better, more inclusive results might mean fewer paid clicks, but it also means there's an opportunity for relevant and free* clicks.