Videos Rank in SERPs
Yes, that study is five years old, but the point remains – Google SERPs prioritize video results.
Why is video marketing 53x more likely to rank than plain text content? A number of factors influence ranking, but a big one is a recent Google search algorithm update – Hummingbird – which prizes “quality content” over keyword optimization.
Eric Sui at Entrepeneur.com describes the shift in search results:
Google now cares less about whether you’ve optimized each individual page on your site to a particular keyword and more about whether your page’s content answers the question presented by the search user.
Gareth Davies at WordTracker, claims that as much as “80% of the video content served up in SERPs are informational videos.” So, the results aren’t simply viral lolcat videos, but rather useful content that answer queries. Enter the explosion of explainer video marketing. Google’s Head of Web spam, Matt Cutts, estimates the Hummingbird update in September 2013 affected over 90% of search queries. The way that most people use the internet fundamentally changed, and the shift toward helpful video content in SERPs is still in full swing.
Best Practices for Video SERP:
Keep Your Video Short – Less than 4 minutes (engagement rates fall after 4-5 minutes).
Create Rich-Video Snippets – This is the thumbnail beside the description of the content on the page. Follow this nitty-gritty guide to create a video sitemap.
Transcribe Your Script – Even though Google is getting pretty darn good at parsing video content for meaning, transcribed text helps the spiders crawl your content for relevance.