How Does Google's Universal Search Work?

Mike Murray and his team at Fathom SEO have put together an entertaining little video aimed at making it a little easier to understand what Google's new universal search is and how it works.

I have to admit, when I watched this my first thought was "that's not a lot of information, that's a lot of information sources." I was sort of hoping that the actor representing news would start spouting off stories about ping pong championships in China or that the actor representing images would pull out a flip book or flash cards.

Then I had a nice chuckle as I realized the Fathom SEO team may have shot the video the way they did on purpose to demonstrate the frustration some people have with universal search. After all, what good to all those sources do if they simply push the most relevant info off the page in favor of different info?

Maybe they'll shoot part two somewhere down the line and show a round table discussion of each vertical trying to fill her brain with ping pong information before the next meeting.