A study conducted by RankRanger on ranking of videos on Google and YouTube found them to be different. This came as a surprise to many because YouTube is a property of Google and it was generally believed that their video ranks will be the same. But it is not so. How are they different in terms of ranking algorithm?
Let’s find out!
On YouTube, videos are usually ranked according to popularity among users. Make note of the fact that sometimes these videos may not contain the exact keywords you have used! The reason why YouTube uses this system is that they want to offer an impeccable user experience. Sometimes, the length of a video is also a factor. YouTube is mainly about popularity, while Google shows a preference for shorter videos when it ranks.
So, that’s one metric of Google’s ranking of videos. There are others as well, like the fact that Google has the tendency to prefer web pages that may offer a more precise answer to the query put forward by the searcher. The reason is that Google makes a steady attempt always to please the maximum number of users. And users have multiple intents for conducting searches. As a result, these factors keep affecting the algorithm.
Another factor has to be the geographic location of the searcher. Videos with origin and content closer home goes higher up the ranking, something that does not happen on YouTube.
Digital marketers need to consider these differences while promoting and marketing videos on these platforms.