When talking about Google and ranking higher on search we can’t ignore the Google algorithm updates. Before the updates, everything was easy and very simple for everyone to understand. Because Google is the biggest and the most popular search engine in the world, we’ll talk about it.

Let’s start with the basics. When Google search was launched two decades ago, it was easy to get to the top of the search results with just 1000s of spam links, but currently, technology has already evolved and you need to act smarter to be on the top of the game.

20 years later it is the biggest search engine in the world. Do you think it works the same way as it worked before? Of course not. As any other piece of technology Google search as well had thousands of updates over time. As moz.com states Google Search algorithm changes around 500-600 times annually. If most of them affect the search result prioritization just a little, there are some updates that have changed the way Google Search thinks. one of the biggest desires of every single online marketing specialist in the world is to be able to get to the top of Google search results. Not everyone succeeds as not everyone tries to understand it thoroughly.

We could go through all the details of how it works and what each and every update is responsible for, but that’s not what we are here for. In short, with those updates, Google tried to eliminate people who were just trying to make their way to the top by cheating. Instead, Google moves the links up the search results buy how relevant, fresh, humane they are and many other things. This is a rough explanation of how Google works, but you get the picture.

It is more than clear what the freshness, as well as the relevance of the content, means. Now, we are going to talk about the humaneness of it. And videos play a huge role in making the websites humane. By definition, the word “humane” means showing compassion and benevolence. In this case, the word means how much the content is liked by people.

Videos are very popular

We all are obsessed with videos now which basically means every time we have a choice to make between a piece of video content and a video we always choose the video. Why is this so? Videos happen to simultaneously affect both our visual and auditory senses are it becomes easier for us to receive and process information. And because it doesn’t require any effort from us to do that, we tend to like watching videos and may stay on the page for just another 2 minutes to watch the video until the end. After all, it’s not a text which will take like 10 minutes to read, it’s just 2 minutes more. But if those 2 minutes are nothing for the consumers, it is a goldmine for marketers. In fact, in those 2 minutes, marketers manage to tell you about the whole company and convince you to buy from them. Thus after watching that 2 minute explainer video or something of a kind, you get interested in the product and the company and continue exploring yourself. The studies have shown that marketers who use video content are much more successful in marketing their products than those who don’t use videos. 

Google loves videos

We have talked about Google ranking high the content that is mainly fresh, relevant and humane right? Well, text and audio can also be all of these. Then why are the videos Google’s favorite type? Let’s just say because videos are great. To be more specific, it’s because people choose to watch videos over consuming other types of content. Google looks at the statistics and thinks “If the majority of people are watching this type of content it must be much more useful than the others.” And because it has registered in itself that videos are more useful it starts showing people video content in the first place when people search for something. Is there some video content on your website? You can be sure that the video content is going to be the first thing to show up from your content.

Videos go viral easily

Did you know that if 92% of people who watch a video they also share it with others? This is mostly the reason why it goes viral very easily. But that doesn’t mean that you should only rely on the shares of your audience. Share it yourself, share it with all the social media accounts you have, ask your friends to share it, so you can get the best possible outcome. You could also integrate videos to your emails as it will lead to a 200-300% increase  in click-through rate. And studies show videos get shared 1200% more than texts.

How to make sure your video is optimized for search?

When you are trying to optimize your video for the search engines there are a few things you should be very careful about. The first step is choosing the platform where your video is going to be presented. Then you should think about how to present it. This means you should make your thumbnail and title highly engaging. It would be a great idea to put some of your time in brainstorming to make sure you come up with the best thumbnail and title possible. Clearly, these are not all of the things you should pay attention to, there are also descriptions with keywords and video tags and channel tags, etc. To make sure you have all the necessary tips for video optimization you can check this article for a very detailed explanation with many images to show you how things exactly work.

At the end of the day, no matter how hard you try to optimize your video for SEO, if it is not what people want to watch and it is not interesting it just won’t work. But, if you have interesting video content crafted specifically for your audience and you use all optimization tips to help your video rank higher, you will be able to get on top of Google search results.