and Huffington Post appear most in Google News integrations

News integrations in Google US search results have increased by 70% finds study

(PresseBox) ( New York, )
More News integrations[1] are being displayed in search results, with content from AOL-owned local site, followed by, currently the most likely to appear, according to new research from search and social analytics leader, Searchmetrics

Disney property and the and sites are also positioned highly in Searchmetrics' list of top ten sites that appear in News integrations (see table underneath) according to an analysis of search results for several hundred thousand keywords conducted in March 2013.

Top ten sites which appear in News integrations on

1., (4,352)
2., (3,530)
3., (3,140)
4., (2,141)
5., (1,873)
6., (1,834)
7., (1,826)
8., (1,488)
9., (1,456)
10., (1,405)

(The figures in brackets are the total number of appearances in News integrations based on a Searchmetrics analysis of search results for several hundred thousand keywords)

British newspaper site is the sixth most popular site to appear in News integrations, ahead of, showing the international nature of news sources that presents in News integrations.

Sites have to apply and be vetted by Google before they can be accepted into its Google News channel and have the chance of appearing in News integrations. Rather than a simple list of website results, Google now automatically integrates or blends distinct news, video, images, maps and shopping results (integrations) into the standard organic search results it displays to try and closely match what searchers are looking for. These are collectively known as the Universal Search integrations.

Overall the total number of News integrations within searches grew by 70%[1] during 2012, according to a Searchmetrics analysis which is part of a separate wider study of Universal Search integrations using data spanning the whole of 2012.

This analysis found that News makes up 6% of all Universal Search integrations or 'blended' search results on And News integrations are being drawn from a much wider range of sources, with a 15% increase in the number of different news sources, including news sites, blogs and other publications, over the course of the year.

Marcus Tober, CTO of Searchmetrics explained: "Our research has found that news integrations are growing dramatically in importance and aren't always from the big traditional media owners. Even small publishers and blogs from small or large companies can feature if they can get accepted as a news source for the Google News channel."

"Pages listed within the Google News channel have higher click-through rates (CTRs)" continued Tober. "And because News integrations always appear on page one and are often blended near the top of search engine ranking pages (SERPS), they present an opportunity to be listed high on the first page, even for competitive search terms you might struggle to rank highly for using traditional Search Engine Optimization (SEO)."

As part of its Universal Search study Searchmetrics analyzed search results for millions of keywords on during 2012, noting the frequency and type of Universal Search integrations displayed. Video content had the highest share of Universal Search (62%), followed by images (32%), maps (7%), news (6%) and shopping (5%).

[1] For certain keyword searches, Google decides that the searcher is looking for the latest news related to that search and presents a selection of current news results with links and images integrated or blended into the standard search engine results pages - these are known as News integrations. News integrations are part of the broader Universal Search integrations including video, images, maps and shopping integrations which Google also presents within search results pages.

About the Studies

To create the list Top ten sites which appear in News integrations on Searchmetrics analyzed the search results for several hundred thousand keywords during March 2013 and analyzed the sites which appeared in news integrations most frequently.

As part of its separate Universal Search integration study Searchmetrics analyzed search results for millions of keywords on during the course of 2012, noting the frequency and type of universal integrations displayed. Universal Search in this case being the separate shopping, maps, video, news and image focused insertions that Google displays within its results pages for many searches. The data from the study is highlighted in a Searchmetrics infographic and the Searchmetrics White Paper based on its Universal Search study can be found here:
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