How Does Google Balance Web, Image, and Local Results in a Single SERP?

By merging them based on query‑context relevance and assigning different weights to each result type.

Universal Search Evolution

This concept—once known as Universal Search, introduced by Amit Singhal—evolved into what we now see under “All” results.

If your page ranks mainly due to local signals (e.g., proximity or Google Business Profile), that doesn’t mean you should ignore non‑local relevance. In fact, you must diversify.

• Web relevance
• Image relevance
• Video relevance
• News relevance
• Your founder’s personal website

Every layer of relevance—local or not—helps you become the “default” answer for more variations of the same search intent.