Using YouTube videos as part of your organic search strategy
For many websites, video content is an often-overlooked SEO possibility. While producing high-quality video content might be costly, it appears to be an underused resource for businesses looking to boost their SERP rankings.
YouTube videos are beginning to show up in more SERP regions. Videos from YouTube may be found in video carousels, rich result listings, and even highlighted excerpts. YouTube videos have also lately been discovered in knowledge panels on the right-hand side of the SERP. They may be found on the video tab as well as the picture results tab.
It's worth noting that the examples above are only a few of the most prevalent places where YouTube videos may be found. We've even seen YouTube videos on the mobile SERP's Related Searches listings.
Furthermore, many SEOs have noted an increase in YouTube videos showing in featured snippets on Google, according to the SEMrush organic search report (figure 8).
When comparing July 2019 to July 2020, YouTube videos ranked in the highlighted snippet position increased by 654 percent. Despite the fact that the trend has flattened in recent months, it indicates that video material is unlikely to disappear.
As SEOs, we naturally wonder what causes or promotes the presence of videos in these places when we see more YouTube video results in the SERP. While YouTube videos frequently appear in search results by accident, there are several site adjustments you can perform to boost your chances of ranking a YouTube video in search results.
Increasing Organic Traffic with Structured Data and YouTube Videos
Some SERP elements for videos may be more beneficial to organic traffic than others. The fact that when the video is selected, it directs people to the site where the YouTube video is embedded, rather than YouTube itself, distinguishes this result from the majority of the ones above. Because the other YouTube SERP instances stated above direct viewers to YouTube, this capability is critical.
The YouTube video rich result takes you to the site where it's embedded, not to YouTube itself
While driving traffic to your YouTube films and channel is fantastic, this use case allows you to generate people to your site, and showing the YouTube video alongside the video rich result can attract consumers to click on the organic result. It's also worth noting that adding structured data doesn't guarantee these kinds of outcomes, though it does appear to play a part in Google's comprehension of video material and when to provide it. Embedding the YouTube video appears to be important as well.
According to Google literature, standard video structured data can also assist videos appear in video search results, Google Images, and the Google Discover feed.
Video structured data, according to Google, may trigger a range of extra rich SERP results, such as LIVE badges, clips, and video host carousels (depending on the video intent, and markup). All of the samples may be found in Google's video structured data documentation.
But why is all of this significant? Is it true that YouTube videos help with organic search? While video content might be costly to produce, it's apparent that integrating your YouTube videos with your site's content can increase visibility.
However, how much additional exposure would YouTube videos provide? It's difficult to explain, since each location has its own set of circumstances.
The display of videos in the search results
These increases were not due to the addition of new video material to the site, but rather to Google's improved ability to detect it and deliver it to a larger number of visitors. It's also conceivable that recent algorithm improvements boosted the importance of results that included videos.
If YouTube were to implement the 'Products in this Video' feature, it would have a big impact on the eCommerce video arena. This experiment exemplifies why including video content into your SEO approach is becoming increasingly crucial. Videos are popping up all over the place in organic search.
As Google continues to introduce tools that offer these films to consumers, YouTube videos are becoming more common in the SERP. While producing high-quality video content can be costly, it is becoming increasingly vital for businesses looking to boost their SERP rankings and organic traffic. It may be worthwhile to include video material on the appropriate sections of your website.