BACKGROUND: GOOGLE SELFIE VIDEO RESULTS
Last week, Google announced that selfie video search results were the latest result type coming to mobile search. A small number of celebrities are now featured in self-recorded videos responding to some of searcher’s most commonly asked questions about them.
Now, people searching to find out how many languages Priyanka Chopra speaks, or if Tracee Ellis Ross can sing, will get their answer from a full-screen selfie video. According to Google, the new result type is intended to bring a “uniquely personal, authentic, and delightful touch” to the search experience. This new search result type aligns with Google continued focus on serving the most relevant content to meet searcher intent.
Celebrities featured in the initial result release:
- Priyanka Chopra
- Will Ferrell
- Tracee Ellis Ross
- Gina Rodriguez
- Kenan Thompson
- Allison Williams
- Nick Jonas
- Mark Wahlberg
- James Franco
- Seth MacFarlane
- Jonathan Yeo
- Dominique Ansel
For now, this update is limited to a small number of celebrities. In the official Google announcement, however, the company says this is “a snapshot of what’s to come.” This could just mean that more celebrities and notable figures will be adding videos in the future. But, it could also signify the potential for brands and publishers to take part in this space, which would cause a dramatic shift in branded search strategy.
What This means for Marketers
Right now, this update has no immediate implications for marketers and SEO practitioners. It does, however, invite questions about how video search results could affect brands and publishers. It also further solidifies the role video plays in media consumption and the expectations consumers will have for this type of content as they navigate online. For these reasons, marketers could create an arsenal of video content to respond to search questions that might arise, whether about the company itself, product and services offerings, or related topics. Publishers and other authoritative entities could start ranking for how-to videos, recipes, news & trends, or DIY related topics.
If this new search type does become readily available, new questions will undoubtedly surface: How will rankings be determined? Would the same organic optimizations still apply for video titles and descriptions? Or would Google place a higher emphasis on video views and a rating system? In theory, the search engine could factor in all new ranking factors as a means of determining video importance. And if organic results shift to the new format, it could be assumed that paid search results would, too.
Although this is still hypothetical, and may never actually extend beyond celebrities and notable figures, it is interesting to think about the implications and how adjustments would be adopted if branded video results became mainstream. As always, Nina Hale will keep a close eye on this space and provide commentary as new data and information becomes available.
IMAGE SOURCE: Google