Google Vs. YouTube searches: If you take a video keyword or key phrase, then search it on Google and YouTube, you’ll find the two will display different top results for your query. The difference exists because the two function for and focus on different things. Here are the five ways they differ or are the same when ranking videos.
Five Points of Contention
Informative Priorities vs. The Want to Entertain
Google takes the user’s search keyword or key phrase and aims to provide the top informative result. Its algorithm is focused on dissecting technical factors and other areas that allow search bots to conclude the content is helpful. Google recognizes that certain keywords or key phrases that contain “tutorial,” “how to,” “styling,” and certain keywords that allow visuals to explain better than readable content or words must be prioritized because it aims to be informative.
Meanwhile, YouTube focuses on entertaining its users. If you use a video keyword, you might find a helpful tutorial video that is different from Google’s search results because aside from being an informative content, it is also fun and fluid to a point it feels like an entertainment channel. YouTube understands that users who search content in their site are looking for the same informative content in Google, but it wants to ensure the viewer watches until the end of the video.
YouTube Can Only Contribute to Two Stages of the Marketing Funnel
Google’s aim to remain informative and guarantee the quality of its results. It also allows websites to reach the bottom of its marketing funnel. YouTube can be used to raise the performance of your site’s Awareness and Consideration stages, the two first tiers of the customer’s journey.
If you are optimizing content in YouTube to be visible in Google, keep in mind that informative videos can never urge a sale. However, it can raise awareness about the existence of a product and service. YouTube can have relevant viewers consider researching more about the product or service especially if it helps them resolve their imminent issue.
Instant Take-Off vs. View-Through Maximization
Google understands that visitors on its site will take off quickly as soon as they find their results. The site does not intend to keep their audiences for long, but only aims to be informative and present a pleasant user experience (by retrieving all relevant information) as quick and effortless as possible.
YouTube provides a positive outcome for users by providing content that will inform them but entertain them at the same time. It does this to maximize view-through rates, an essential part of its advertising component. If the viewer watches an entire video, YouTube can maximize its advertising efforts. It needs to keep viewers in its site, unlike Google which recognizes it is often the first stage of almost every website’s marketing funnel.
Differences in Technical Optimization
You must optimize content differently for both websites.
When optimizing videos for Google, you need to look into the following areas:
- Use Google’s video keywords (how to, reviews, tutorials, sports nouns or anything fitness related, funny videos).
- Include your keyword or key phrase in the video title and include a second ranking keyword in the extension (How to Subject – Subject)
- Have at least 200 words in your description field with varying use of keywords.
- Add a link back to your website (to complete the sales funnel)
When optimizing videos for YouTube, these areas require attention:
- Look for relevant long-tail keywords
- Categorize and Tag your videos appropriately
- Enable Comments and focus on its Social Media Component
- Make Shareable, Entertaining Content
Quality: A Common Denominator
The two services require creators to create compelling and useful content. To stand out in YouTube, creators must ensure the videos are creative and entertaining, even quirky, in its own way. If you have content that is well-researched, using high-quality visuals, evidently given effort by its producers and directors, and has a lasting appeal, then it will become viral quickly. It can even help cement the best version of the first two stages of your sales funnel.