{"id":102168,"date":"2014-08-29T17:45:00","date_gmt":"2014-08-29T22:45:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/google-removes-video-snippets-serps-mean-going-forward\/"},"modified":"2025-09-02T13:01:56","modified_gmt":"2025-09-02T18:01:56","slug":"google-removes-video-snippets-serps-mean-going-forward","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/google-removes-video-snippets-serps-mean-going-forward\/","title":{"rendered":"Google Removes Video Snippets from SERPs: How Does this Affect Video Marketing?"},"content":{"rendered":"<h2>\u00a0<span style=\"color: #777777;\">Background<\/span><\/h2>\n<p><span style=\"color: #777777;\">Google\u2019s search engine result pages have been undergoing frequent and significant changes of late.\u00a0 Authorship photos have virtually disappeared, changes to local packs and in-depth articles have been noted and results, information and visuals from Google+ are continuing to infiltrate our personal SERPs.<\/span> <span style=\"color: #777777;\"> Last month, another result-related bombshell was dropped.\u00a0 The volume of video snippets present in SERPs &#8211; previously a prevalent feature &#8211; dropped by a substantial amount.\u00a0\u00a0<\/span> <span style=\"color: #000000;\"><span style=\"color: #777777;\">The graph below from<\/span> <span style=\"color: #3366ff;\"><a href=\"http:\/\/www.moz.com\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">Moz<\/span><\/a><\/span> <span style=\"color: #777777;\">outlines the recent drop in video snippets.<\/span><\/span>  <span style=\"color: #000000;\"><span style=\"color: #777777;\">The overwhelming majority of sites lost 100% of video results.\u00a0 Recent research by<\/span> <span style=\"color: #3366ff;\"><a href=\"http:\/\/wistia.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">Wistia<\/span><\/a><\/span> <span style=\"color: #777777;\">shows us that there are a few big names still showing them, the most notable of which include:<\/span><\/span><\/p>\n<ul>\n<li><span style=\"color: #777777;\">Youtube.com<\/span><\/li>\n<li><span style=\"color: #777777;\">Vimeo.com<\/span><\/li>\n<li><span style=\"color: #777777;\">Vevo.com<\/span><\/li>\n<li><span style=\"color: #777777;\">Ted.com<\/span><\/li>\n<li><span style=\"color: #777777;\">Today.com<\/span><\/li>\n<li><span style=\"color: #777777;\">Discovery.com\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #777777;\">These winners are sites that specialise solely in video content. In contrast, those which have lost out to this update contain a mixture of rich content throughout their domain. Even the very large publishers, such as Buzzfeed, Huffington Post, Moz etc., saw their snippets vanish.<\/span> <span style=\"color: #777777;\">Despite claiming that its sole focus is the experience of its users, Google has again come out of this update in a gleefully strong position and, as we could have expected, the site that still shows by far the largest number of video snippets is YouTube &#8211;\u00a0 a huuuuge traffic winner!\u00a0 The graph below, from Wistia, shows us from which domains the most video snippets are shown.<\/span><\/p>\n<h2><span style=\"color: #777777;\"><b>What are the reasons behind this change?<\/b><\/span><\/h2>\n<p><span style=\"color: #777777;\">As always, Google has been far from transparent but there are a few theories floating around the elite search-marketing circles:<\/span><\/p>\n<ol>\n<li><span style=\"color: #777777;\">Making YouTube by far the largest source of video snippets will increase traffic to YouTube, Google\u2019s secondary search engine.\u00a0 This will in turn tempt more publishers to post more content there and subsequently allow Google to rake in revenue through advertisements.<\/span><\/li>\n<li><span style=\"color: #777777;\">Removing videos from the main results will encourage people to use the tabbed video search more frequently (see below). \u00a0This provides Google with more accurate information regarding \u2018search intention\u2019 and helps them better understand which queries are suited to which media.<\/span><\/li>\n<li><span style=\"color: #777777;\"><span style=\"line-height: 1.5em;\">It could be argued that video snippets, sporadically scattered throughout web-search results, harmed user experience.\u00a0 They often rendered poorly on mobile devices, taking up too much search real estate.\u00a0 Considering the rise in number of mobile users this should be considered a significant factor.\u00a0<\/span><\/span> <span style=\"color: #777777;\">In many cases, rich-snippet optimisation was also quite easy to manipulate and there were many poor or irrelevant videos being returned for unlikely queries.\u00a0 This was just another form of black-hat SEO\/spamming that had to be stamped out.<\/span><\/li>\n<\/ol>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a24e7efeb018'>\n    <div 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'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2><span style=\"color: #777777;\">How will this affect our video marketing strategy?<\/span><\/h2>\n<p><span style=\"color: #777777;\">The most significant thing to keep in mind with this change is that YouTube has become an even more invaluable SEO tool. Video snippets still draw the eye and have a higher click-through rate than text results; therefore, creating strong YouTube content that ranks in search is an extremely valuable technique for owning Google SERP real estate and squeezing out competitors.<\/span><\/p>\n<ul>\n<li><span style=\"color: #777777;\"><b>Acquiring Google Real Estate<\/b><\/span><\/li>\n<\/ul>\n<p><span style=\"color: #777777;\">A strong YouTube strategy will allow you to take up multiple spots in search results for relevant queries.\u00a0 Having YouTube results alongside those of your site will instill confidence that you are the most relevant and authoritative brand for that search term. This is even more effective if you rack up a few Google+-post appearances for the same queries.<\/span> <span style=\"color: #777777;\">The example below (search query: \u2018Whiteboard Friday\u2019) shows Moz returning strong results through YouTube, Moz.com and Google+.\u00a0 Despite the term being heavily associated with that brand, this is a clear example to demonstrate how powerful dominating SERPs can be.<\/span> <span style=\"color: #000000;\">\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"color: #777777;\"><b>Utilising YouTube\u2019s Audience<\/b><\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000;\"><span style=\"color: #777777;\">Phil Nottingham, the senior video marketing consultant at<\/span> <span style=\"color: #3366ff;\"><a href=\"https:\/\/www.distilled.net\/\"><span style=\"color: #3366ff;\">Distilled<\/span><\/a><\/span>, <span style=\"color: #777777;\">claims that YouTube is essential for any big-brand marketing strategy in 2014.\u00a0 With over 1 billion unique visitors each month, it is a hub of exposure that should not be ignored.<\/span><\/span> <span style=\"color: #777777;\">However, since videos uploaded here send minimal traffic to your domain (the majority of viewers will stay on YouTube rather than visiting your site), this channel should be used for brand exposure and marketing.\u00a0 With this in mind, videos designed for this purpose must have independent value and make sense without your on-site content for context. \u00a0<\/span><\/p>\n<h2><span style=\"color: #777777;\"><b>Should I still host videos on my domain?<\/b><\/span><\/h2>\n<p><span style=\"color: #777777;\">While undoubtedly gaining far less exposure than those placed on YouTube, videos hosted on your site carry value in different ways.<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\"><span style=\"color: #777777;\">Videos are great for encouraging conversions.\u00a0 A potential customer who watches a product review video is<\/span> <span style=\"color: #3366ff;\"><a href=\"http:\/\/moz.com\/blog\/building-a-video-seo-strategy\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">twice as likely to convert and spends, on average, 9.1% more money<\/span><\/a><\/span> <span style=\"color: #777777;\">than those who don\u2019t.<\/span><\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"color: #777777;\">Original videos that secure engagement and buzz are likely to generate traffic and links to your domain.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"color: #777777;\">Having a variety of rich media on your site is rewarded by Google and provides a better user experience.\u00a0 Metrics such as time on site and bounce rate are becoming increasingly important in Google\u2019s ranking system.<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #777777;\">With our current hunger for rich media and addiction to videos, a strong video marketing strategy is as important as ever. Google&#8217;s update changes little with regards to video creation and syndication. As always, your strategy should be decided by your goals. \u00a0<\/span> <em>For more information about an effective video-marketing strategy in 2014, do get in touch to discuss the approach most suitable for your brand.<\/em> <span style=\"color: #777777;\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0Background Google\u2019s search engine result pages have been undergoing frequent and significant changes of late.\u00a0 Authorship photos have virtually disappeared, changes to local packs and in-depth articles have been noted and results, information and visuals from Google+ are continuing to infiltrate our personal SERPs. Last month, another result-related bombshell was dropped.\u00a0 The volume of video [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":102170,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[],"class_list":["post-102168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Removes Video Snippets from SERPs: How Does this Affect Video Marketing? | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/google-removes-video-snippets-serps-mean-going-forward\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Removes Video Snippets from SERPs: How Does this Affect Video Marketing? | DAC\" \/>\n<meta property=\"og:description\" content=\"\u00a0Background Google\u2019s search engine result pages have been undergoing frequent and significant changes of late.\u00a0 Authorship photos have virtually disappeared, changes to local packs and in-depth articles have been noted and results, information and visuals from Google+ are continuing to infiltrate our personal SERPs. 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