Your Video Ranking on Google and YouTube Might Differ From Each Other
Why is Video Marketing & YouTube Video SEO Important?
Everyone shoots a video, aims to be a YouTuber. Some of them get Woo-hoo cheers, and some don’t. Woo-hoo cheers spread like wildfire, and the YouTubers start marketing with what they do. Smart people also know that video success is about more than just great production.
According to YouTube; the total number of people using YouTube is 1.3 billion, approximately 5 billion videos are watched on YouTube every single day, and YouTube gets over 30 million visitors per day.
In the search results, Google comes up with video results more than ever. In this fast-paced environment, brands are almost being forced to include videos in their digital marketing campaigns to catch up with others.
YouTube SEO became an unavoidable fact for businesses, when video content surpassed the top spots in SERPs. The way SEO works out for search and video, are totally different from each other.
Here below, you’ll see why page ranks change in YouTube and Google. Also, what you’ll find here are examples and explanations of YouTube video SEO optimisation.
Videos Are Getting More Prominent in SERPs
All over the web, there is a rapidly increasing demand for video content. Considering YouTube data; are we already so far that videos will devour a huge amount of web traffic? If not already; video content is going to dominate the internet. Recent forecast from Cisco suggests that video content will cover 82% of all internet traffic by 2021 – so, you must be the one who is lucky enough to be within the 82%.
Search engines start seeking to design their search results around video content; Google is one of the pioneers in this ongoing video transform.
Does Google Rank Videos Differently Than YouTube Does?
Nobody properly knows what Google’s ranking algorithm is; numerous researches and practices were conducted about it. A well-known fact about Google’s algorithm system, is that YouTube and Google ranks vary on each of these platforms.
So, why is this like that?
It is an easy question that you already know the answer to: Google is a profit company! To maximize market share for each of its platforms, different algorithms were designed.
Brands are trying to adapt themselves to all the changes Google implements, setting their KPIs based on this ongoing digital revolution. Also, Google has its own KPIs as a profit corporation – Google develops the best combination of user intent and revenue on each of its platforms.
In the earlier days of Google, their search engine function was just to provide relevant links to users with a query. It was like a small keyword-matching machine and users would click the results and open the page they were looking for. In a while, the panorama changed with the Knowledge Graphs and featured snippets somewhat. With some SERP results, the user doesn’t need to jump to another page to get what they’re looking for. Google algorithm is upgraded almost everyday to design these changes and beyond. Ranks for search results are affected by numerous factors as well.
YouTube is a quite different system affected by usage of purpose. It is a platform to watch videos for users and it is needed to consume the content in that particular time.
Google vs. YouTube Rank Factors
For time assuming information, with Google, users can get the search results in minutes and walk away. On the other hand, with YouTube, it requires users to search and watch the entire video to be able to get the same result.
So YouTube is a search engine that users generally use when they are looking for entertainment, or when they want to educate themselves; whereas Google satisfies users with immediate answers that actually can be anything, including videos on a page view basis.
The differences affect everything, which are measurable on each platform. It even impacts how the site get monetized. Monetization algorithms of YouTube and Google vary. Although ads are paid on a CPC basis in Search Ads, YouTube video ads have view based pricing, cost-per-view (CPV).
Can Your Video Take Bravos on YouTube with SEO?
Page ranks consists of many elements, and I prepared a video optimization checklist for you. Let’s have a look at these hints below to achieve better ranks for your videos.
Keyword Research and Topic Selection
Preparing high retention content is the main part of optimization. But, before making your video, topic selection is as important as creating video content. Start with a keyword research on YouTube & Google, and find out what users type to search. You can check also check the YouTube autocomplete results in the search bar.
Also, you can use keyword tools to find out what popular videos and topics are.
(I use keywordtool.io, it shows high-volume keywords for the different platforms, Google and YouTube).
Another way to determine the topic, is by typing your high-volume YouTube keywords to your search box and analyze what comes up. List the results by popularity; if the top YouTube videos are shown with millions of views, perhaps it is better for you to change your topic for an easier competition. You need to select a topic that is high in user demand.
Videos on Search Results
If you are able to also rank your video in Google, you will get more views. However, Google shows up video results just for certain subjects. Google generally brings video results to SERPs on these type of subjects:
- How-to videos
- Informational videos (Educational videos)
- Reviews (Product & Service reviews)
- Tutorials (Sport and gym videos)
- Entertainment (Funny videos on YouTube)
Optimization of Metadata
After conducting your keyword research, optimize your title, description and tag on YouTube video, because rank brains are not able to understand your video content. To maximize your video’s appearance, you have to give well-optimized data for your video.
Creation Custom Thumbnails
Thumbnails are the images that users see first before clicking the video. Make sure you design strong and attractive thumbnails to gain more engagement with users.
Add Cards to Your Video
Cards are clickable little boxes which appears on your videos. You should always think of new uses while adding your cards. Users tend to watch your other videos with the cards. If you truly set your card, you can get meaningful actions as a result.
Playlists are helpful to organize and bring your videos together. This makes users engage with your other videos as well.
Video Optimization Completed. What’s Next?
After your video optimization, it doesn’t finish at all. To gain more subscribers, likes, comments and encouraging users to watch your other videos, you need to optimize and promote your channel.
You can personalize your homepage, put channel keyword tags, fill the About Us section. Moreover, you could link all your social media accounts to the channel to be more visible.
Based on the differences, your ranking is important in both platforms, but you need to understand the different rank factors they have, and it may vary on each of them. If you apply the steps to optimize your videos, they will get higher positions on both platforms.
About video marketing, I strongly recommend you to select specific topics to create video content in order to take place in the Google results and gain more engagement with the users.
I covered basic steps that you can easily apply to win some engagement on YouTube. I just touched the key points and explained the steps of video optimization for YouTube. To learn more about these steps in detail, check ourUltimate YouTube SEO Guide.
Keep in mind if you focus on improving the user experience in your content, try to fulfill the user intent, and try to work ahead of the Google algorithm.
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