Google Updates Video Content Ranking Guidelines: What You Need to Know

Google has made notable updates to its documentation regarding the ranking of pages featuring video content. While the changelog highlights three main areas of change, a closer examination reveals four important considerations for digital marketers and publishers aiming to refresh their content and boost its relevance for both users and search engines.

Key Updates

The revised documentation centers on best practices for optimizing video content to enhance its visibility in Google’s search results. According to the changelog, the updates to the Video SEO guidelines include:

1. Clarified criteria for video indexing
2. Revised technical specifications
3. A new section focused on dedicated watch pages for each video

These enhancements are designed to offer clearer guidance to webmasters and content creators looking to improve the search performance of their video content.

Four Reasons to Refresh Your Content

Many believe that content should be updated annually simply because “Google loves fresh content,” but this perspective misses the core intent of the Freshness Algorithm. Content updates should not be done for the sake of updating; otherwise, you’re merely “rearranging the furniture” rather than “redesigning the space.”

Google’s rationale for content updates serves as a mini case study, presenting four critical factors that publishers and businesses should consider when refreshing their content:

1. Remove Outdated Information
2. Improve Information Density
3. Incorporate Fresh Insights
4. Enhance Brevity and Clarity

These factors not only improve user experience but also indicate to Google that your content is timely and valuable.

1. Remove Outdated Content

The previous guidelines were written during a time when video content was still considered a “growing format.” However, that perspective has changed as video has become a standard part of web content. The outdated reference was wisely removed, aligning the documentation with the current reality of video content.

Takeaway: Always stay in tune with how your audience perceives the subject matter. Ignoring this can render your content outdated, diminishing its authority and trustworthiness.

2. Improve Information Density

Information density refers to how well content conveys ideas clearly and concisely. The original opening sentence of the documentation failed to effectively communicate the main topic, inaccurately describing video as a “growing format.” The revised version delivers a more direct message in just 23 words, succinctly capturing the essence of the webpage. Interestingly, the second sentence remained unchanged in both versions.

Takeaway: Only revise what is necessary. If the original content effectively communicates the message, there’s no need for alterations.

3. Incorporate Fresh Information

An important update for all publishers is the addition of fresh, relevant information that reflects changes in products, laws, or consumer interactions. The updated documentation now includes insights about tools available in Google Search Console that help publishers track the performance of their video content pages.

Related:

• What Is Content Decay?
• Google’s Strategies for Addressing Content Decay

4. Update for Brevity and Clarity

Another reason for updating content is to enhance conciseness and readability. Simplifying language and adopting a straightforward approach are essential for clarity. One significant change was the replacement of the term “landing page” with “watch page,” which clearly indicates that this is where videos are viewed. The revised content refers to “watch page” 21 times, creating consistency in the messaging.

Regular Content Reviews Are Essential

Publishers should regularly assess their content, whether through annual reviews for smaller sites or by breaking larger topics into manageable sections for monthly reviews. Routine content evaluations ensure that material remains relevant and helps identify opportunities for new topics. Sometimes, it’s beneficial to separate a larger topic from a webpage and create a dedicated page for it.

In conclusion, staying proactive in updating your video content in line with Google’s new guidelines will enhance its visibility and relevance, ultimately benefiting both your audience and your site’s search performance.