When people talk about creating a video strategy, they usually think it’s what they find on YouTube. And for good reason. Billions of users visit the platform every month.

“I don’t think my product or service is suitable for YouTube.”

But creating and marketing videos goes far beyond discoverability on YouTube.

Videos improve content, make products easier to understand, and increase brand credibility and relevance. Additionally, the video continues to appear on his first page of Google search results, increasing the number of queries.

Beyond that, a well-crafted video strategy can boost your overall SEO efforts. Method is as follows.

1. Gain a deeper understanding of the customer buying process

Video keyword research allows you to learn what queries your target audience uses when searching for videos.

Knowing how your target audience searches for relevant videos can give you a better understanding of their buying process, the problems they’re struggling to solve, and the tasks they’re trying to complete.

When looking at video content, we tend to look for informational and entertainment content, but how-to videos, product demonstrations, comparisons, and more. A solid marketing strategy should always include both of these parts of the buying process.

Comparing Google and YouTube auto-suggestions shows that YouTube search attracts certain types of viewers. For example, if you google for Google Chromebook, the top suggestions are: Google Chromebook Laptop, Google Chromebook charger When Google Chromebook pricing – All three clearly indicate commercial intent (i.e. start the buying journey).

Here are some of YouTube’s top suggestions for Google Chromebooks: Google Chromebook won’t turn on When Google Chromebook tutorials for beginners, This probably reflects the intention of providing information to the current owner of the product.

However, not all YouTube suggestions are intended to be informational. Based on YouTube autocomplete, people use the platform to find product reviews, unboxing videos, and information about specific models from the brand’s current customers.

Still, YouTube-driven buying journeys appear to be very different from Google-driven buying journeys. That’s why YouTube suggestions are such a powerful addition to any keyword research strategy.

A similar pattern applies to Google Video Search. This often reveals a different angle and buying path for your target audience as they explore their options.

Similar to Google’s regular search, the Google Video section generates “Related searches” suggestions below the organic search results. Again, video-related searches show that people are using his Google video for a variety of purposes, unlike what you see when using Google’s main search.

In this way, Google Video Related Search can help you find keywords that you might have missed if you were relying solely on Google’s regular search results.

In summary, starting researching video-driven search queries will give you a better understanding of where your target market and products fit. Your overall SEO strategy will be more informed than your competitors.

Talk about a good way to find new “helpful content” opportunities! 😉

2. Increase Visibility in SERPs with Video Carousels

Google’s search engine results are far more diverse, visual, and interactive than they were ten years ago.

Recent Google SERPs include relevant images, instant answers, frequently asked questions, and more.

One of the most prominent sections is the one with related videos.

Videos have become highly visible in organic search results, primarily through video carousels.

Based on Mozcast data, videos appear in at least 30% of Google’s SERPs.

Often the video result is “blended”. This means that video results will be included in a standalone section that is added as a standalone element within the SERP, rather than an organic listing.

This section is called a video carousel.

A video carousel is a separate search element within the Google SERP that contains related videos.

Video carousels are often included on the first page of search results, but the position of the section may vary depending on the intent of a particular searcher.

A video carousel may appear right above the SERPs. For example, try searching for “how to tie a tie”. Video-only search snippets and video carousels occupy the entire above-the-fold screen, especially when searching from mobile devices. For other queries, the section may be included at the bottom of the search results page.

In some cases, YouTube videos are not included in the carousel and simply serve as organic search results. It’s different (videos actually count towards the 10 organic links allowed on page 1), but it’s still rewarding: you can see a giant thumbnail of the video. that rank.

In both cases (carousel and organic results), this video can be played within search results when accessed from a mobile device.

In other words, in both of these cases, well-optimized and therefore branded top videos provide additional visibility to brands and dominate target search result pages with multiple organic listings. helps.

3. Use video-rich snippets to increase visibility in organic search

Video pages on YouTube act as organic listings, improving viewability, but getting video-rich snippets can help you rank your own page in the same SERPs.

Video-rich snippets are rich organic search results that include video thumbnails of your pages, making them much harder to miss.

Unlike video carousels, which provide indirect exposure to brands (typically, clicking on a video in a carousel will take you to its YouTube page or watch it immediately from within Google’s search results page). A snippet rich in direct clicks to your site.

To get video-rich snippets, publishers must embed the video on their pages and use the video schema.

Another benefit of getting video-rich snippets is generate expectations: people who saw a video thumbnail and clicked to go to the page Predict They are more likely to find a video on that page and stay on the page and watch the video. This makes it more likely that users will continue their journey through your site, engage with your brand and go deeper into the conversion funnel.


A video marketing strategy does more than just make your brand or product discoverable on YouTube. Once you start researching video opportunities, you will be able to understand your audience better and discover more SEO opportunities for him. Additionally, you can make your brand stand out in search by showing videos in relevant carousels, ranking YouTube pages organically, and earning video snippets.

By incorporating video into their digital marketing routine, Google has created many opportunities to better inform and diversify their SEO strategies. Not sure where to start or don’t have the resources to implement your own video strategy? Take advantage of our comprehensive video creation and marketing services to transform your digital presence and increase brand sentiment and trust. , can increase sales and conversions across the web. .

About the author

Internet Marketing Ninjas is a leading digital agency specializing in SEO strategy, link building, content marketing and site speed optimization. Since 1999, his 50-person team at IMN, led by industry veteran Jim Boykin, has been based in Upstate New York and has helped clients improve their search rankings and increase his organic traffic from Google. brings together nearly 400 years of experience.

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