January 20


Understanding videos in Google Search Results

By Jason Khoo

January 20, 2021


Hi, guys, and welcome to another edition of Zupo SEO Talk and Tea.

Today's conversation, understanding videos in Google search results, or other words, video SEO in Google. This is an important conversation because video is becoming more and more important. I think a lot of people want to get their videos not only made, but they want to be able to have them discoverable through different search engines like YouTube and Google. Today's conversation will be specifically about Google and videos. So, let's go ahead and get brewing. This is Zupo SEO Talk and Tea. We always brew some tea while we're having this chat. It's something that we've started from day one and we're going to continue it. Today, we have a pu'er tea that I have pretty much almost every... I do have this tea every day of the week besides the weekends. It's a very common recurring guest on our channel. But, let's talk about videos and Google search.

One of the things that's really important with videos and Google search as the one thing to understand is that ranking on Google for videos is very different from ranking your videos on YouTube. Studies have shown there is almost a zero correlation with ranking your videos on Google versus ranking your videos on YouTube. So, that's number one. But number two, let's talk about understanding the nature and lay out when it comes to ranking your videos on Google. So, look how dark this is. Pu'er tea is so dark. It's almost like black coffee. But when it comes to ranking your videos on Google, first things first is that what we have to understand is not all search results return videos. I think that's pretty obvious, right? And so, that is a very common understanding. Let's say you want to get your videos ranked on Google. Here's a one clear thing that you need to understand from the start. Your videos can only rank for search results that already have videos in them. If a search result does not have videos appearing in the search results, then you cannot force your video onto those search results.

All right. So, let's slow down right there. Again, what I mean is that when you are looking for keywords to rank your videos on, you can only, at this point, reasonably rank for keywords that already show videos in their search results. Because the understanding is who has already designated these keywords is saying, "Hey, these keywords may benefit from having a video carousel or video show up. Therefore, we're going to rank videos. For keywords that don't have videos, it's the exact opposite. We have found no reason to rank videos for these keywords because we don't see any value to the user at this point in time. Therefore, no videos will show." So, let's go to the former, the search results that do have videos. The search results and keywords that do have videos appear in the search results are the ones that you can go for because Google has already established an environment where they already are showing videos. Those are the ones that you can try and rank your videos. Search results that don't have them, you cannot do it.

So, that happens to my clients all the time. I want to rank my video for this keyword and I'm going to go look that keyword, no video show up. You're not going to force it. All right. At that point, it's about Google and what they want to show the customer or their user. They're not going to show your video just because you want to to their user. They're going to determine if that search result even needs a video. If it does need a video, then you can jump in. If it doesn't, you're not going to get your video in there. So, that's the second most important thing is understanding that videos will only rank for search results that have videos in them.

So when you're doing video SEO, always make sure that you understand that, okay, video SEO, where a good starting point is finding all the keywords that have videos in them. So, that has lots of implications. Conceptually, we now understand that. We can only rank our videos with search results that have videos already in them. That means when you're doing keyword research, you need to research keywords that already have the videos in them, in the niche, and the keywords that you're interested in. This is where your keyword research must get more granular and more specific. You are not looking now just for keywords, you're looking for keywords of high volume relevancy, but also have video search results in them.

There are a lot of SEO tools out there have this kind of system in there. I know for a fact, SEMrush can filter based on if the search result has a video. I believe Ahrefs can as well. Those are those two tools I use. So, we can go into heavy detailed stay about optimizing your entire campaign of videos. But, what I think is the most important is your starting point. A lot of people will want to get this started. I would encourage you. It's just like keyword research for traditional SEO, really understand your data, know your targets, know what you're going for. You want to make sure that the keywords you're actually going for, you can actually start ranking for and, second, are achievable, right, and also relevant to your business. Right? What I mean with the first part is finding search results that already have videos of that. All right.

So main takeaways, video SEO, raking your videos on Google, different from YouTube. You can read all the YouTube SEO literature you want, but there's zero correlation with YouTube SEO and video SEO, which is videos on Google. And then, second is your videos will only have a chance to rank for search results that already have videos in them. If the search results don't have videos, you shouldn't bother trying to get the videos ranked on those keywords. And then lastly, use the findings or the understanding that you could only rank for search results with the videos in your keyword research. Find and go do your keyword research for keywords that already have videos in them. Then, start filtering that down, look at your short list, and then determine which keywords you want to go for. All right.

So, that's the basic foundation, the first as when it comes to video SEO. Hopefully, that will get you guys started on the right path. If you have any questions, feel free to comment or shoot us a question at Zupo. Other than that, if you guys enjoyed the video, please like and subscribe. I hope to see you guys again soon.

Thanks, everybody.

Jason Khoo

About the author

Jason is founder and CEO of Zupo, which is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends catching up on reading and rewatching The Simpsons for the 20th time.

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