Digital Marketing

Why YouTube Is the Best Platform for Publishing Videos – Here’s Why #255

HW YouTube is the best platform to publish videos

At Perficient, we just published a second update of our study on video rankings in Google and YouTube. The main objective is to find out the difference between YouTube’s and Google’s algorithms for ranking videos.

In this episode of the award-winning Here’s Why digital marketing video series, Eric Enge reveals some of the study’s findings and explains why YouTube is the best platform for publishing videos.

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Eric: Hey, everybody, Eric Enge here, I’m the Principal for the Digital Marketing Solutions business unit here at Perficient. And today, I’m going to illustrate for you just how dominant YouTube is in the Google search results. Firstly, video plays an incredibly important role in Google. So, here’s some data that we pulled on the presence of videos in the SERPs for the home improvement and DIY-related market.

Youtube Videos In Home Improvement Market Dominate Google Search Results

And you see just how strong that presence is. And if you’re in those markets, boy, it would be great to be able to participate in that. But in terms of thinking about just how dominant YouTube is in the video part of the results, let’s just start by looking at those results in aggregate. So, here in this chart, I’m showing you the videos by ranking position and the percentage which belong to YouTube for positions 1 to 10 in the Google SERPs.

Nearly 98% of the videos that show up in the number one position are from YouTube

As you can see, nearly 98% of the videos that show up in the number one position are from YouTube. This percentage gradually declines as you move down through the top 10, but it’s still more than 87% by position 10.

Interestingly enough, though, this split drops sharply as you move out of the top 10 of the Google SERPs, as shown in this chart.

Videos from other sources than YouTube start doing better and better and better at lower ranking positions

 

Here you can see that videos from other sources start doing better and better and better as you get further and further down the results. Actually, the dominance reverses as you get down to those lower results. So, part of the driver here, and what we’re seeing is that YouTube in particular is dominating the video carousel results in particular.

So, 83% of all the YouTube videos that we found in our data were actually contained within carousels.

83% of all the YouTube videos that we found in our data were actually contained within carousels in Google Search

In contrast, 64% for non-YouTube videos were found in organic search results and only 21% in carousels.

In fact, non-YouTube videos appear to dominate the traditional organic results as shown here.

64% for non-YouTube videos were found in organic search results and only 21% in carousels.

But, in contrast to that, YouTube dominates the rich snippet results in the video carousel results in the featured snippet results. As an example, here’s the data for YouTube versus non-YouTube videos in video carousels.

YouTube dominates the rich snippet results in the video carousel results in the featured snippet results

So, in summary, what we see is that the best platform for you to use by far in developing a presence for your videos in Google is YouTube. While non-YouTube videos appear to be strongly present in traditional organic search results, the reality is the queries that have search features (carousels, features snippets and rich snippets) are the ones where video is more important in the results overall. And that’s why they tend to be ranking quite a bit higher. In addition, the other consideration that I don’t want to leave out here is, YouTube remains a very important search engine in its own right, so there is search volume to be earned from YouTube as well.

This is why we recommend that YouTube is the best platform for publishing your videos. Not only for developing your visibility overall but also for SEO purposes.

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About the Author

Eric Enge leads the Digital Marketing practice for Perficient. He designs studies and produces industry-related research to help prove, debunk, or evolve assumptions about digital marketing practices and their value. Eric is a writer, blogger, researcher, teacher, and keynote speaker and panelist at major industry conferences. Partnering with several other experts, Eric served as the lead author of The Art of SEO.

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Thoughts on “Why YouTube Is the Best Platform for Publishing Videos – Here’s Why #255”

  1. YouTube is the 2nd largest search engine next to Google. It’s one of the best ways to communicate to a wide audience with your business or products. Video is the best content format now to reach more people. Video is a fast and effective way to convey your brand messages. Thanks for sharing this valuable information.

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