SEO

SEO: Google’s Video Carousels Are a Big Opportunity – Practical Ecommerce

Summary

Google’s search result pages have greatly changed over the past decade. In addition to clickable listings, we now see highly visible, often interactive results in diverse formats. One of the newer sections is video carousels.

Video Carousels

A video carousel is a separate section in Google search results. The carousels show up in about 17% of all results, according to MozCast, on both mobile and desktop. They are hard to miss. Here’s one on desktop.

…….

npressfetimg-2073.png

Google’s search result pages have greatly changed over the past decade. In addition to clickable listings, we now see highly visible, often interactive results in diverse formats. One of the newer sections is video carousels.

Video Carousels

A video carousel is a separate section in Google search results. The carousels show up in about 17% of all results, according to MozCast, on both mobile and desktop. They are hard to miss. Here’s one on desktop.

Video carousels are hard to miss in search results. This example is from a desktop.

And here it is on mobile. Note the “key moments” section, which appears on mobile and desktop. It provides a jump to a part of the video, driving a “deep” click. Google displays some of these “key moments” by default, extending the section.

The “key moments” section appears on mobile (above) and desktop. It provides a jump to a part of the video.

Ranking

Videos appearing in this section extend a brand’s visibility and drive consumers into a sales funnel. For example, anyone searching “how to choose a laptop” is likely wanting to buy one. Answer that question, and you may have a new customer.

The good news? Video rankings are an organic search opportunity few brands focus on.

Here’s how to do it.

1. Identify the topic. What should the video address for a chance at ranking in Google’s video carousel? Keyword research comes in handy. Look into the search queries from your target audience and create related videos. The process is similar to optimizing text content.

I prefer Ahrefs for keyword research. The site provides an option to filter queries by search-result features, such as video carousels. The example below for “how to choose a laptop.”

Keyword research on Ahrefs provides an option to filter queries by search-result features, such as “Include Videos” in this example.

Next, click on the keyword modifiers in the left column. For ecommerce, stick with topics that have transactional intent.

To identify potential video targets, click on the keyword modifiers in the left column. Stick with topics that have transactional intent.

2. Create the video. Creating videos is easy — a smartphone camera is all it takes. For screencasts and tutorials, I often use Zoom (which is free) or iMovie (included in my Mac). There are also online video editors.

A common error from merchants is complicating the video production, resulting in no video at all. Once you know the target keyword, just do it. Accompany your video with a transcript to enable indexing by Google.

3. Upload to YouTube. Video carousels often come entirely from YouTube. Thus if you …….

Source: https://www.practicalecommerce.com/seo-googles-video-carousels-are-a-big-opportunity