Google has rolled out significant updates to its Video SEO documentation, aimed at improving the ranking of web pages that feature video content. While the changelog highlights three main changes, a deeper analysis reveals four essential strategies for digital marketers and publishers to optimize their video content for both visitors and Google.

What Changed

The updated guidelines focus on enhancing how videos rank on web pages, offering best practices to increase video visibility in Google’s search results. Google’s changelog outlines three key updates:

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

These updates aim to help webmasters and content creators better understand the evolving landscape of video content in search rankings.

Enhancements to Video SEO Guidelines

What: Google has revamped its Video SEO best practices, introducing clearer criteria for video indexing, updated technical requirements, and a new section on watch pages, along with expanded examples.

Why: In response to feedback, Google revisited these guidelines to provide more specific strategies for helping the search engine locate and index videos.

Four Reasons to Refresh Your Content

A common misconception is that content must be updated annually simply because “Google favors fresh content.” However, this misunderstanding of Google’s Freshness Algorithm leads to unnecessary updates. Content updates should be intentional, not just a superficial reshuffling. Think of it as “redesigning the space,” not just “rearranging the furniture.”

Google’s updates offer a mini case study on four key considerations for refreshing content:

1. Remove Outdated Content
2. Improve Information Density
3. Add Fresh, Relevant Insights
4. Update for Brevity and Clarity

1. Remove Outdated Content

The previous version of Google’s documentation referred to video as a “growing format” for web content. This description is no longer relevant, as video has become a mainstream content format. Google wisely removed this outdated reference, ensuring the content better reflects the current state of video usage.

Takeaway: Always stay updated on how your audience perceives your content. Failing to do so can make your material seem outdated and diminish its authority.

2. Improve Information Density

Information density refers to conveying ideas effectively while using as few words as possible. The original version of Google’s documentation started with a vague statement that didn’t capture the essence of the topic. The revised version, however, clearly communicates the page’s focus in just 23 words:

“If you have videos on your site, following these video SEO best practices can help more people find your site through video results on Google.”

Takeaway: Revise content only where necessary, but keep what works. Concise, clear communication is key.

3. Add Fresh Information

To keep content relevant, it’s important to regularly introduce new information that reflects the evolution of a topic. Google’s updated documentation, for example, includes details on how Google Search Console can help track the performance of video content pages, adding valuable insights for content creators.

Related:

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

4. Update for Brevity and Clarity

A major reason for refreshing content is to make it easier to read by simplifying language. One subtle but impactful change was the replacement of “landing page” with “watch page.” This makes the meaning clearer: the page is specifically for viewing videos. The updated content refers to “watch page” 21 times, ensuring consistency throughout the guidelines.

Regular Content Reviews Are Essential

It’s important for publishers to regularly review and update their content. For smaller sites, an annual review may suffice, while larger sites should consider reviewing sections monthly. This ensures your material stays relevant and helps you identify potential new topics. Sometimes, it’s best to break out larger topics into dedicated pages for improved clarity and search performance.

In conclusion, Google’s updated Video SEO guidelines emphasize the importance of intentional, focused content updates. By following these four strategies, you can ensure your video content remains relevant and optimized for search engines and your audience alike.