Video is booming as a content marketing medium.
People love watching videos online, and producing great video content is quickly becoming one of the most surefire ways to command attention and grow a following. In fact, by 2019, video is expected to drive an astonishing 80% of all internet traffic.
Clearly, it’s important for businesses to start working on their video content sooner rather than later. And while producing great content is essential, that’s only half the battle. For your videos to benefit your business, people have to be able to find them, and that involves optimization.
So which video search engines should you focus on optimizing for? This article will explore the differences between YouTube and Google Videos, the two biggest video search engines on the web.
Keep reading to learn more about the types of traffic these search engines will bring you – and why your videos might rank well in one but not the other.
How do people find your videos?
There’s no shortage of video search engines and video hosting sites on the Internet. YouTube, of course, is the web’s video giant, with 300 hours of new video uploaded every minute. Other video hosting sites like Daily Motion and Vimeo also get a significant amount of traffic.
Social media sites like Facebook, Instagram, and Snapchat incorporate short video into their platforms as well. Social videos are gaining steam, and they may become a threat to YouTube in the future. For now, though, YouTube still dominates the online video world the way that Google dominates other search engines.
And while plenty of video searches happen through Google, most of them return YouTube videos. If you produce video content, there’s a good chance your watchers are finding you either through YouTube’s built-in search function or through Google Videos searches.
Google Videos returns mostly (but not exclusively) results from YouTube. This search for “video content marketing” also returned a video from lynda.com.
Comparing YouTube and Google Videos searches
If you search for the same keyword on YouTube and Google Videos, how similar will your results be? Not that similar, as it turns out. Take a look at the following example. Here are the first few results from a Google Videos search for “how to improve video SEO”:
The top Google Videos results for the query “how to improve video SEO”
And here are the first few results for the same query on YouTube:
The top YouTube results for the query “how to improve video SEO”
In this case, there’s no overlap at all between the top four results. Clearly, these two search engines don’t use the same criteria for ranking videos.
“Wait a minute,” you might say. “Doesn’t Google own YouTube?” Yes it does. In fact, Google has owned YouTube for more than ten years. However, the two sites serve distinct purposes. Someone who visits YouTube probably isn’t looking for the same thing as someone who types a question into Google.
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Source:: Search Engine Watch