Google updates its search consoles to help creators’ videos appear in Google search and Discover.
Video is one of the fastest ways for people to consume information. With that in mind, Google wants to give creators more tools to optimize their content’s performance.
Users search for videos on Google in three different ways: through the main Search page, the videos Search tab, and in Discover for mobile.
Video appearances in Performance Report
Performance reports have been available in the Search Console but this time, but due to the recent updates the report is now more extensive. Google pointed out that “performance report already includes an option to see the performance of your video tab search results (type=video)…you can now also see the performance of your videos in the main Search results tab (type=web) and in Discover using the new “Videos” appearance.“
This new tool allows creators to see how their videos are performing on the search engine. It will also enable them to identify issues in their videos and fix them.
Video Enhancement report details
The other video report is video enhancement. This tool is especially important for sites that use structured data in annotating their videos. The enhancement reports include errors and warnings, as well as the ability to re-crawl sites after addressing.
Structured data makes it easier for Google to see when videos appear on the page. In turn, the performance is shown including the video length, upload date, and other metadata.
What does this mean for you?
Videos are one of the most effective ways to increase brand awareness and widen out audience reach. Many brands also invest in video creation to put their content into the Google search engine and Google Discover for mobile.
How-to videos, tutorials, and the like do well in terms of traffic. Brands capitalize on putting videos on topics that resonate with their audience. Using these new tools, sites can easily see how their videos are performing and affecting their traffic. Seeing the videos that perform well on their site give them the opportunity to lean more into making similar content. This, in turn, helps in increasing not only traffic but also conversion.