Surely you have never wondered how the positioning of Google and Youtube in their videos and you have never planned to carry out the same search in the different search engines, because if you had, you would have discovered that… does not return the same result. It is because of that has made a new report in which it analyzes in depth the reasons that lead both search engines to differ so much in their results.
The algorithm and the user’s intention mark the positioning of Google and YouTube
The study was conducted among a total of 424 queries, of which only 336 returned a YouTube video in the first results of Google. And Enric Enge, the person in charge of developing this study, discovered that the positioning of Google and Youtube it is quite different.
The main reason why this phenomenon occurs is because of the great difference between the Google algorithm and YouTube algorithmwhich is why with the same search Google shows us some videos and Google others, something that happens in 56.8%.
If we restrict searches to the first results, the differences are greater: in more than half of the searches performed (55.2%) the first result, the best placed video, varies between Google and YouTube.
Another very relevant reason, pointed out in the report, is that the search intent of the user changes from one browser to another. In Google, the user simply starts a search for something that interests him, finds it, sees it and leaves. On the contrary in Youtubethe user often intends to “stay a while” and watch a series of videos in a chain.
In conclusion, Google informs and YouTube entertains. Logically they will not be able to have the same algorithms since they do not coincide in their intention for the user.
Studying the keywords, essential in the YouTube positioning strategy
One piece of advice presented to us within the studio is that if we want to position a video within the platform of Youtube, As in Google, we have to start a study of keywords so that we can see what is the trend that is presented and thus bet on these keywords from the pre-production phase of the video.
On the other hand, as StoneTemple reminds us, we must bear in mind that the most relevant factor for the YouTube algorithm is, precisely because of the intention that we mentioned to watch video series (and not just one like in Google), the : the ability to generate interaction that content has. That engagement would be given by:
- The time the user spends watching the video
- If you keep watching more videos when you finish it
- The total views
- Total Shares
- The number of subscribers on the account
- Insertions in other sites
In addition, we recommend that you take into account these other keys to enhance the video social network par excellence:
Different monetization strategies, different rankings
The StoneTemple report also notes that the monetization strategy of both platforms is quite different. In the end, what Google is looking for is the satisfaction of the user and all the ads that will be shown in the results will have to do with the search that the user has carried out and are paid to CPC (cost per click)
On the contrary, on YouTube, they are “more intrusive” ads since we are viewing them, something similar to the advertising that is broadcast on television. In this case the ads on Youtube are paid to CPV (cost per view)
In conclusion, if you want to start positioning your videos on YouTube, we recommend that you read the complete Stone Temple study, since, as you can see, both platforms are governed by different criteria.
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