{"id":1468,"date":"2020-03-25T19:31:25","date_gmt":"2020-03-25T19:31:25","guid":{"rendered":"https:\/\/leap.staging.ribbitt.com\/leap-group\/video-is-high-priority-in-search\/"},"modified":"2022-08-10T14:45:30","modified_gmt":"2022-08-10T14:45:30","slug":"video-is-high-priority-in-search","status":"publish","type":"post","link":"https:\/\/leap.staging.ribbitt.com\/leap-group\/video-is-high-priority-in-search\/","title":{"rendered":"Video is High Priority in Search"},"content":{"rendered":"

\"VideoPrioritySearch\"

\nIncrease in User Demand for Video Content is Driving New Opportunities for Brands to Use Video Content & Gain Digital Visibility<\/em><\/p>\n

<\/p>\n

More Users Are Engaging with Video<\/strong><\/h3>\n

<\/p>\n

Consumers are not only choosing video content more and more, they are also seeking out video content, specifically. In order to serve that demand, video content is showing up higher and more often in simple Google searches, video advertising formats are increasing in engagement and voice devices are adding screens to show video.<\/p>\n

<\/p>\n

To compete for SEO, brands need to research video-specific keyword trends in their industry and pivot to support video content initiatives, or risk losing traffic to competitors. Using keyword tools such as Google Trends and Moz Keyword Explorer, brands can discover which keywords have a high demand, seasonal trends, and which show video search results. They can then use these keywords to plan their video content and title their videos accordingly to receive higher placement for simple Google searches.<\/p>\n

<\/p>\n

Video Expands in Organic Search Results<\/strong><\/h3>\n

<\/p>\n

Google changes and adjusts their ranking algorithms (based on over 200 factors) every day to improve user experience, serve more relevant information for queries and fix issues such as policy violations, inaccurate or harmful results. Recently, video results, such as carousels<\/a> (horizontal, scrollable list in search results,) are showing due to their keywords – meaning the user can scroll and find more video options, which is creating additional opportunities for brands to be visible high on search result pages. With today’s search trends, search engine results believe a list of 20 videos is more useful than a list of three.<\/p>\n

<\/p>\n

Video Expands in Hardware<\/strong><\/h3>\n

<\/p>\n

Virtual assistant home devices, such as Amazon Alexa or Google Home, were previously only voice-enabled. Recently, however, the brands have begun including screens on the devices. Previously, these devices were strictly returning information by audio. Users now have the opportunity engage with a brand by its product solutions or Boomerangs, GIFs and product videos, outside of a desktop or mobile device.<\/p>\n

<\/p>\n

These combination screen\/voice enabled devices are especially useful for “how-to” content, such as cooking recipes, “best” content and question-and-answers. This is partly due to their usual placement in the home: kitchens and common areas.<\/p>\n

<\/p>\n

Video Expands in Advertising<\/strong><\/h3>\n

<\/p>\n

Video content is important because it can be used in highly engaging digital advertising formats. Due to high consumer engagement for video, digital advertising behemoths, such as Google, YouTube, Facebook and Amazon provide extensive video advertising format options in search results. A brand with video content can leverage and repurpose the video into ads across nearly all digital platforms to reach a wide audience.<\/p>\n

<\/p>\n

Video Content Tips<\/strong><\/h3>\n

<\/p>\n

    <\/p>\n
  1. Research video specific keywords and target content<\/li>\n

    <\/p>\n

  2. Publish on landing pages on the website<\/li>\n

    <\/p>\n

  3. Use in paid advertising campaigns<\/li>\n

    <\/p>\n

  4. Create strategy for using on new combination voice and home device<\/li>\n

    \n<\/ol>\n

    <\/p>\n

    \n

    <\/p>\n

    Navigating The SERP-scape<\/h2>\n


    \n

    \n\"\"

    \n
    <\/p>\n

    <\/p>\n

    The days of optimizing for visibility in the ten blue links are over (SEO-slang for first page of results.) As the anatomy of Google’s landscape evolves toward a more dynamic SERP interface, users can expect higher accuracy and relevancy in the results they are served. Enter, SERP features.<\/p>\n

    <\/p>\n

    What are they? SERP features are essentially any listing on a Google results page outside of the familiar, traditional organic results. Google currently boasts a suite of 24 local, organic and paid SERP features – well…today, at least. We can only assume this number will continue to rise. Here is a list of the most common SERP features:<\/p>\n

    \n<\/p><\/div>\n

    <\/p>\n

    <\/p>\n