Once you consider video outcomes on Google in 2022 (and video optimization), you may consider one thing that appears like this (from a seek for “flag soccer”):
In mid-October, we observed a drop in the sort of video consequence, and that drop grew to become dramatic by late-October. Did Google take away these video outcomes or was our system damaged? Because it seems, neither — video outcomes have break up into at the very least three distinct sorts (relying on the way you depend).
(1) Video packs (easy & complicated)
The instance above is fairly easy, apart from “Key Moments” (which debuted in 2019), however even the acquainted video packs can get fairly complicated. Right here’s one from a seek for the artist Gustav Klimt:
All three of the movies right here have Key Moments, together with a pre-expanded part for the highest video with thumbnails for every of the moments. Some particular SERPs even have minor variations, such because the “Trailers & clips” function on this seek for “Lion King”:
Video packs are nonetheless typically 3-packs, however can vary from two to 4 outcomes. Whereas solely the header actually adjustments right here, it’s seemingly that Google is utilizing a modified algorithm to floor these trailer outcomes.
(2) Branded video carousels
Some movies are displayed in a carousel format, which appears to be frequent for branded outcomes inside YouTube. Right here’s an instance for the search “Dave and Busters”:
Whereas the vast majority of these “model” (loosely outlined) carousels are from YouTube, there are exceptions, reminiscent of this carousel from Disney Video for “Lightning McQueen”:
Like all carousel-based outcomes, you may scroll horizontally to view extra movies. Google’s mobile-first design philosophy has pushed extra of this format over time, as the mixture of vertical and horizontal scrolling is extra pure on cellular units.
(3) Single/thumbnail video outcomes
Previous to breaking out video into separate options, Google sometimes displayed video outcomes as commonplace outcomes with a screenshot thumbnail. Previously month, Google appears to have revived this format. Right here’s an instance for the search “longboarding”:
In the event you hover over the thumbnail, you’ll see a preview, like this (edited for dimension):
In some circumstances, we see a number of video outcomes on a single web page, and every of them appears to be counted as one of many “10 blue hyperlinks” that we usually affiliate with commonplace natural outcomes from the online.
There’s additionally a variant on the single-video format that appear particular to YouTube:
This variant additionally exhibits a preview if you hover over it, however it launches a simplified YouTube viewing expertise that seems to be new (and can seemingly evolve over time).
(4) Bonus: Mega-videos
This format has been round for some time and is comparatively uncommon, however sure niches, together with hit songs, might return a large-scale video format, reminiscent of this one for Taylor Swift’s “Anti-Hero”:
The same format typically seems for “how one can” queries (and related questions), such because the one under for “how one can roundhouse kick.” Observe the textual content excerpt under the video that Google has extracted from the audio …
Whereas neither of those codecs are new, and so they don’t appear to have modified considerably prior to now month, they’re necessary variants of Google video outcomes.
(5) Bonus: TikTok outcomes
Lastly, Google has began to show a particular format for TikTok movies, that sometimes features a number of 5 movies that preview if you hover over them. Right here’s an instance from one among my favourite TikTok personalities:
Sometimes, these are triggered by searches that embody “TikTok” within the question. Whereas it’s not a typical video format and isn’t accessible exterior of TikTok, it’s fascinating to notice how Google is experimenting with wealthy video outcomes from different platforms.
Does YouTube nonetheless dominate?
Again in 2020, we did a research throughout 10,000 aggressive Google searches that confirmed YouTube holding a whopping 94% of page-one video outcomes. Has this modified with the latest format shuffling? In a phrase: no. Throughout the primary three video codecs mentioned on this put up, YouTube nonetheless accounts for 94% of outcomes on this knowledge set, with Fb coming in at a distant second place with 0.8%. This doesn’t depend specialised outcomes, such because the TikTo outcomes above.
What does this imply for you?
In the event you’re monitoring video outcomes, and have seen main adjustments, remember that they might not have disappeared – they extra seemingly morphed into one other format. It is a good time to go have a look at your SERPs within the wild (on desktop and cellular) and see what sort of video codecs your goal queries are displaying. Google is just not solely experimenting with new codecs, however with new video-specific markup and capabilities (reminiscent of extracting textual content instantly from the soundtracks of movies and podcasts). You’ll be able to anticipate all of this to proceed to evolve into 2023.