When it comes to being visible online, video content is increasingly proving its worth as a means of attracting attention and - above all - to engage in a meaningful way with Internet users.
Videos are attracting increasing numbers of users and are therefore impacting the SERPs. Forrester estimates that the chances of getting a page on Google increase 53 times with video . This also results in clicks; the video was seen to increase organic listing traffic by 157% .
Video appears in a growing range of contexts and types of video content available to marketers - comme live streaming, 360 and virtual reality (VR) - is diversifying. So how is the way we search for videos changing?YouTube: the video search engine?
YouTube is the second most popular site in the world according to Alexa . It receives around 30 million visits per day.
The behavior of its users also proves the adhesion of video content. Visitors spend an average of over 8 minutes on YouTube per day, and each visit takes an average of over four pages on the site.
However, You ube 's popularity and high engagement rate does not mean that all of these users come to the site and use its search tool to find the content they need. We know enough about the behavior of YouTube to understand that traffic is most likely to enter the site through a link to a certain video.(often from Google ) and that users navigate the site frequently by clicking on suggested videos in the sidebar or watching what the service automatically plays next.
That said, there is research to highlight how big a search the YouTube engine is.
In 2017, Moz and Jumpshot examined (US only) data that split Google properties and included other sites leading (e.g. Amazon ) to better understand search behaviors. Out of ten sites, YouTube ranked third for search share with 3.71% of searches. This is less than the Google .com and Google images, but ahead of Yahoo !, Bing and Facebook.
Video and Google Search
While 3.71% may seem like a relatively small slice of the pie, if we remember the magnitude of the activity ofsearch, YouTube is definitely a property of this type.
And while it is important to understand YouTube SERP ranking, visibility and optimization, search marketers should also be aware of the importance of Google . YouTube derives over 16% of its traffic from search, and almost two in every hundred clicks on Google search results pages are directed to a YouTube video.
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And we can expect this relationship between the two plates -forms is getting stronger.
Google has owned YouTube for over 10 years and it's no surprise that the vast majority of videos the service includes in its SERPs The search engine is also constantly exploring ways to display video results in an increasingly rich and intuitive way.
The example above for the search "how to use a baby bjorn "shows the feature-rich video carousel at the top of the SERPs. As you would expect, all of these results are from YouTube.
[For more analyzes SERP YouTube and Google Video, check out Amanda DiSilvestro 's great piece released last fall.]
Alternative options and Google alert of video hosted on your own site
Searching for video on Google doesn't take too long to see that there are alternatives to YouTube. In the first case, there are a number of direct competitors to the service.
Vimeo, for example, has established itself as a quality high definition alternative to other video platforms, although YouTube et al have also taken steps to offer HD. Likewise, Amazon-owned Twitch specializes in live streaming and is a key destination for millions of game fans around the world. Live streaming certainly happens elsewhere, but Twitch has been successful in this niche.
Marketers don 't necessarily need to upload videos to YouTube or other similar sites to ranks in the Google SERPs. With proper markup and sitemaps on the page, the video can be hosted on your own site and Google will have a good chance (although nothing is guaranteed!) Of indexing this content for research. Of course, these videos should also be well optimized when it comes to their title, deion and thumbnail. [For more information about video optimization on site, click here .]
Social video
When researching competitors on YouTube, we should also look at social media platforms; how video content is shared by marketers and brands in their feeds, and how users find videos on these platforms.
Back in February, HubSpot posted some interesting data on how social media is increasingly becoming destinations for video in certain markets.
AWhile YouTube is clearly seen as the dominant place to watch videos online, Facebook is showing signs of catching up. This is especially the case in Latin American markets, where Facebook reaches over 300 million people .
Like Google, Facebook responds to the desire of its users to watch videos. This is reflected when searching the service, with playable content being highly clickable and dominant when searching, and users can filter video results as well. About 1.5 billion searches are done on Facebook every day .
The service is also increasingly keen to promote live video content, as well as new types of rich video content such as 360 and VR with its Facebook360 arm.
The challenge for Facebook in the way it delivers content to users through its site search feature, is that it has to balance the talenu downloaded from the networks of friends of his users, along with other public posts - and of course he is keen to promote the former. It is also a closed ecosystem, and will only explore content that has been shared within the platform.
This is a great opportunity for marketers, however. They can work to create video content that is relevant and visible in the Facebook news feed. But this content also needs to be searchable on the platform ensuring that key phrases are used in the posts. It is a relatively uncompetitive ecosystem in this regard, especially compared to YouTube and Google.
Predictions for the future of video research
Video and research is a fascinating field. It's fair to say that watching YouTube, Google and Facebook only scratches the surface when speculating on how likely the landscape is.to change.
Social platforms are definitely seeing more video content coming to their feeds. This comes from the users themselves, but also from brands and marketers who want to engage with them. It is so important for social networks to have engaged users, so it's understandable that they want to promote the use of video in this context.
Additionally, we know that YouTube and Google depend on each other - and we can expect them to continue to do so. Even when social media can begin to match YouTube for viewership, it will still be difficult for videos shared through social media to compete with YouTube in Google's SERPs. The same goes for alternative video platforms and even perfectly optimized on-site video with good markup. YouTube always seems to be one step aheadon Google, and it looks set to stay that way for now.
But technologies and behaviors are changing. Google is obligated to make non-YouTube video content visible when users search for a niche - such as live TV game streaming on Twitch or HD content found on Vimeo. Users may well start to bypass Google / YouTube video content search altogether if Facebook and other social platforms really succeed in being "the platform" for 360 and VR video content.
With new video technologies still emerging, and with 5G and the Internet of Things just around the corner, web properties can be the first to really succeed in pushing others types of video content before YouTube saw searchers coming to them. st. YouTube, with the help of Google, may continue to dominate, but it may not be everything for everyone in the world ofvideo.
Luke Richards is a Search Engine Watch columnist.
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