Large Embedded Videos Now Part of Google Search Results: What This Means to You

We’ve known for a while now that video is going to become a more and more important method to online marketing, but Google made this very clear last week when we all started seeing large embedded videos on SERPs. However, how this new feature works is only the tip of the iceberg. It’s time to get your video marketing strategy in place, and stat!

How the Large Videos in Google Search Results Work

Search Engine Journal seemed to be one of the first to notice this change, and what’s cool is that the new discovery can be seen on lots of different search queries. Whenever you type in the name of a popular artist and song (really, try it with any popular song), you’ll see a large embedded video right there on the results page:

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As you can see, you don’t even need to navigate off of your results page in order to watch this video. This type of format obviously jumps off the page, and it should because the search query you search to get these kinds of results is very specific. I didn’t just type in “Justin Timberlake,” I typed in “Justin Timberlake Mirrors.”

At the moment, this feature only seems to be available with popular songs and artists. In other words, a video your company might upload to YouTube is not going to be shown in this format no matter how specific someone was when they searched for it. It’s easy to ask: Well then what does this have to do with me?

Getting Involved with Video Marketing Reminders

It’s true that there is no telling whether or not Google wants to move this direction with all video queries or just music. In either case, though, sprucing up your knowledge on video marketing won’t hurt. In the event that Google does start to make this change to all videos (or specific videos a user searches for), you’ll be prepared.

Below are a few quick tips and resources to help:

  • Create a “how to” video explaining how to do something in your industry. This will help you show your expertise and rank for that particular topic. Interviews, a video series, or even a contest are other great video options for small businesses.
  • Publish your video on both your website as well as your YouTube page. It’s also a great idea to publish your video on social networks for extra exposure.
  • On that note, if you don’t have a YouTube account, get one right away! You can sign up for a YouTube account here.
  • Always respond to video comments and get involved in the conversation.
  • Use YouTube annotations, explained in our article just last week.
  • Optimize your videos with keyword rich descriptions and Meta tags (but remember, don’t overdue it).
  • Submit a video sitemap just like you would submit an XML sitemap. This will then create an index of all the videos on your site, which will make them easier to find for Google.
  • Make sure that your videos are formatted for responsive design so that they can be easily viewed on any device (tablet, phone, desktop, etc.). You also want to make sure that your video can play on all of these different devices (ex: iPads don’t support Flash).

Aside from the links mentioned above, consider checking out some of our past articles about online video marketing, all written last year:

How to Use YouTube InVideo Programming to Improve SEO

How to Create a YouTube Video Ad Campaign and Why It Matters

Getting Started with Rich Snippets for Improved Video SEO

Creating a Video Marketing Strategy for SEO

Do you think the new large embedded videos are going to expand outside of music queries? Are you doing anything to prepare? Let us know your thoughts in the comments below.

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