Why Does Google Favour Video in Search Results?

The question worth thinking about is why Google favours video content in search results, and the answer is fairly simple: Google owns YouTube, and it wants to diversify its page one results by favouring its own video content. It won't officially say that it favours its own videos, because that would be openly biased, but it does.

There are other reasons too. Consumers themselves favour video content, so if Google wants to keep its service levels up for the people using its search engine, it needs to give them a quality, enjoyable experience, and video plays into that. On top of that, video now makes up two-thirds of mobile internet traffic globally, which is worth bearing in mind whether you've already started using video in your marketing or haven't touched it yet. Especially with more of everyday life happening digitally, video is a way for products and services to keep reaching consumers.

Ten years ago, the PPC landscape and getting onto page one of Google was a highly competitive, thriving environment, and now companies are finding that even from position two they're not getting the same results they used to. Video, by contrast, is comparatively easy to get onto page one of search with the right help and the right keyword targeting, which is part of why people are becoming less interested in paid results in positions one to ten and more drawn to video instead. Consumers like video, Google likes ranking video, and it's a more fun and engaging way to share a product or service, so if video isn't yet part of your thinking, it should be.