Google’s Algorithm Ranking Factors & The Role Of Video SEO

Videos have historically been a powerhouse for digital marketing professionals and businesses on Google, and still are today! From displaying complex topics in an engaging and easily digestible format to showcasing your brand’s expertise, the value of videos has only grown stronger. Since the introduction of videos in Google’s AI overviews and Search Generative Experience, there are even more opportunities to drive visibility to your brand as users are clicking to webpages less, and instead finding the information they need directly within search results.

Our search engine optimization (SEO) experts dive into the role of videos in Google’s algorithm and share our top tips to optimize videos on YouTube. Keep reading to learn more about the advantages of videos and how to drive more users to your content with a video SEO strategy.

Is Video Content Good For SEO?

Yes! Google recognizes that videos do a better job at delivering clear and detailed answers to users’ search queries, and therefore its algorithm favors video content. Platforms like YouTube have become essential for video content, while social media networks like Instagram emphasize video in their algorithms since they improve user engagement.

There are numerous benefits to utilizing video on social platforms including frequent sharing of content, greater brand reach and enabled discovery of quick tips, showcased products and authentic behind-the-scenes content. Beyond social, videos can also improve your website's SEO value by keeping visitors engaged for longer on a page—a key ranking factor in Google’s algorithm.

What Is SEO In YouTube?

YouTube SEO enhances your videos to improve how easily people can find your channel and video content. While it shares some similarities with website SEO, which focuses on attracting visitors to your website, YouTube SEO is specifically designed to help viewers discover your channel and its content.

Various components go into optimizing YouTube videos, like keyword research and playlist structure, and more technical elements like video tags and timestamps. Like Google’s algorithm, YouTube’s accounts for numerous factors when determining video rankings, including:

1. Headings and descriptions
2. Video tags
3. Upload date
4. View count
5. Engagement
6. And other performance metrics

Optimizing YouTube Videos To Drive Brand Visibility

As the two largest search engines globally, Google and YouTube make it challenging to stand out among the vast array of available content and competition. Optimizing YouTube videos is a crucial part of any video marketing strategy and essential for unlocking the numerous benefits of video content. By understanding what Google’s and YouTube’s algorithms are looking for in videos you can get the most out of the content you put time and effort into creating.

Google Algorithm Ranking Factors For Videos

Like traditional content, there are hundreds of Google algorithm ranking factors to consider regarding videos. Aligning your videos with these ranking factors is essential for driving more users and views on Google. However, it is nearly impossible to consider each ranking factor individually. We’ve listed some of the key considerations when it comes to Google algorithm ranking factors to take your video SEO to the next level:

• Quality and relevance: Videos should be relevant to the content of your webpage or the searcher’s query. Your content should be in-depth so that users remain engaged with your video without clicking on another resource for more information.
• E-E-A-T (experience, expertise, authority, trustworthiness): Your videos should showcase your brand’s unique knowledge of a topic, highlighting your experience and why users should listen to you. Provide your unique perspective on complex topics and information that may be hard to find elsewhere.
• Technical SEO: The practice of technical SEO refers to methods like keyword research, schema markup, load speed, mobile friendliness and more. By focusing on the user first, you can ensure your videos satisfy Google’s algorithm ranking factors, ultimately improving video rankings and visibility across Google and its platforms.

YouTube SEO Tips To Get You Started

The sooner you establish your YouTube SEO strategy, the better. At Blue Compass, we stay updated on the latest trends and evolving best practices for video marketing on YouTube and Google. Let our experts help you discover the power of SEO for videos. The goal of YouTube SEO is to make your videos more discoverable and digestible to viewers. Get started with our top YouTube SEO tips to take your video content strategy to the next level:

1. Always start with keyword research! Keyword research helps you better understand how users are searching for topics related to your video, while helping Google understand what your video is about and who your target audience is.
2. Optimize your YouTube video titles and descriptions. Ensure each of your titles is unique and keyword-rich to tell Google and users what your video is about. Take advantage of the description field by adding valuable keywords throughout and including a link for viewers to click and visit your website or channel.
3. Add timestamps, or video chapters, to make your content more scannable and likely to appear in search results. Each timestamp is clickable and eligible to show as its own result on Google. Additionally, these chapters help viewers quickly skim longer videos for specific information.
4. Categorize your videos. YouTube categories are a great way to increase the likelihood of your video appearing in playlists and get in front of more viewers who identify with your audience.
5. Use a custom thumbnail image to give users a snapshot of what your video is about directly in search results. Your thumbnail image is what makes the first impression with a potential viewer. We recommend creating your own thumbnail to ensure it matches your branding and reflects the theme of the video. If you do not select a thumbnail image, YouTube will choose a frame from your video instead.
6. Tag your videos with valuable keywords. Tags are words or phrases that give YouTube and Google more context about your video. They are considered an important Google algorithm ranking factor for videos, effective for improving keyword inclusion and driving up the SEO value.

Boost Your Video Rankings With Help From Our Video SEO Experts

We offer custom video marketing production and YouTube SEO services to help increase brand visibility and engagement for all types of businesses. A good video can keep visitors on your website longer and attract new visitors via your YouTube channel. Videos can also be posted on any social media platform making them easily shareable.

But, videos can take time to create, from generating ideas and planning to filming and editing. Blue Compass’ video and SEO experts will partner with you to ensure your video aligns with your goals and vision while saving you valuable time producing it. Whether you’re looking for a new way to feature your services, products or team members, drive more users to your brand, increase engagement on your website, become an industry leader in your niche or all of the above, we can help!

Professional Video SEO Services In Central Iowa

If you don’t already utilize videos in your digital marketing strategy or are curious how to improve your current video SEO strategy to broaden your digital reach, contact our video and SEO experts today. Our video marketing SEO professionals will ensure your video content conveys your message in a visually enticing and easily digestible way, encouraging users to watch and learn more about your products or services!