SERP Features: Short Videos and Their Benefits for Online Brands Using UGC

In the dynamic world of digital media, short videos are being seen to be a key highlight on search engine result pages (SERP) with a focus on mobile devices. As the demand for these short and engaging videos increases, Google has recently been seen to introduce short video blocks on the SERP, showcasing those videos that are formatted in a short manner and with a vertical aspect ratio.

These new videos are seen to be showcasing content from popular platforms such as YouTube's Shorts and TikTok, and are, often a time, used to showcase how-to videos and tutorials. This is done with an aim of, providing instantaneous answers to, individual's queries. For online brands, especially those leveraging user-generated content (UGC), this feature represents a significant opportunity to enhance visibility and engagement.

What Are Short Videos on Google SERP?

In simple terms, these short videos can be understood as those vertical form videos that are showcased on the first page of the SERP as a response to queries, through which video content is identified to be the best way to address user intent quickly and effectively.

When it comes to the elements of online brands, this simply can be understood as an alternative stream through which potential customers have the ability to find and engage with your content right from the Google results page itself, without having to land on your website.

The videos that appear are typically concise, direct, and mobile-friendly, making them perfect for the modern consumer’s short attention span.

Benefits of Short Videos for Online Brands

This next section explores the benefits of working towards having your short form videos featured in the results:

1. Increased Visibility

With the growing interest towards videos being featured in search results, online brands can capture the attention of individuals who are looking for quick answers. By appearing in the shorts video section, brands can increase their chances of ranking higher on mobile SERPs, which can lead to more organic traffic. However, it is important to note that these videos are visible on desktop versions too.

2. Leveraging UGC

When it comes to UGC, brands are being seen to use this tool to build a sense of trust as well as authenticity. Shorts form vertical videos can be inclusive of product reviews, product tutorials, testimonial as well as creating a genuine connection with the targetted audiences.

3. Boost in Engagement

Short videos are known to be designed to provide a quick and effective form of engagement, with the aim of getting individuals to interact with your videos, rather than just providing text based results. The more engaging the video, the higher the likelihood that individuals will click through to your site or social media pages.

4. Cost-Effective Content Marketing

The cost of producing content can be greatly decreased for brands who use UGC. Brands can employ user-generated content instead of spending money on professional video production. This type of content tends to perform better since it appeals to the audience's sense of authenticity in a relatable manner.

How to Get Your Videos to Appear as Short Videos on SERP

For brands looking to take advantage of this, optimizing videos for SERP requires a strategic approach. Here are the steps:

1. Publish Vertical-Formatted Videos

Start by ensuring that your videos are formatted vertically to fit mobile screens, as these are preferred by the search engines for shorts video blocks. Platforms like YouTube Shorts and TikTok are ideal for uploading such content.

2. Implement Video SEO Best Practices

In order to have a better chance of your videos appearing in SERP, follow these SEO guidelines:

• Create engaging thumbnails to entice clicks.
• Add relevant titles, descriptions, and tags to help the SERP understand your video's material.
• Upload a transcript or caption of your video to make it more accessible and indexable by SERP.

3. Optimize with Google Search Console Markups

Using this tool, you can further enhance your video’s searchability by adding markups:

• Indicate key moments in your video to help users find specific information quickly.
• Use a LIVE badge for live-streamed content to draw immediate attention.
• Categorize your video as home tutorials or learning activities, depending on its content.

By following these steps, you have a higher likelihood of your videos appearing in SERP's short video blocks, boosting your brand’s visibility and engagement.

Why Short Videos Matter in a Mobile-First World

As mobile devices dominate the online traffic landscape at a dynamic rate, content that has been optimized for mobile users specifically has become an essential. Shorts provide online brands with the opportunity to deliver concise, yet impactful messages that can seamlessly capture audience attentions within seconds. Be it product demonstrations or UGC how-to guides, short videos can help online brands remain relevant in an extensively completive environment.

These videos are now emerging on the SERP, and are creating a new landscape for online brands using UGC to reach larger audiences. Through implementing video SEO best practices, publishing vertical videos, and optimizing through Search Console, brands can significantly improve their visibility on SERP mobile results. For brands, this is not just about appearing in results; it’s about delivering engaging content that resonates with today’s mobile-first consumers.

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