Universal search results include images, videos, news, shopping, and other categories that may be related to the query. This means that your website has the potential to be found through many different ways if all of your content is optimized correctly. Optimizing your multimedia content for search can have a huge impact on the number of clicks you receive. When images and videos appear on the first page of the search engines, they have a significantly higher click-through-rate than the plain text options on the same page. Just like any other content, your photos and videos need to have a high-level of quality and encourage engagement with the viewer. This content provides a powerful way to involve your potential customers, so it is important to make sure you deliver a great experience. There are a number of ways to keep your customers interested in your business, and these multimedia options let you reach out in a very effective way.