Behind The Words on a Page: Structured Data, Entity and Topic Knowledge Graphs
Since October 2024, I’ve been helping clients implement dual-optimisation strategies to create content designed to perform in both traditional search and AI-driven environments. This involves moving beyond basic SEO to apply structured data tailored specifically for AI scrapers. This structured data focus will help in optimising YouTube embed code using VideoObject schema for AI and LLM appeal. These enhancements make content easier to interpret for Google and AI models like Perplexity and Gemini.
The decision for clients is clear: continue optimising purely for search engines, or invest in future-ready content that appeals to both algorithms and AI. The second option requires more time, cost and expertise, but it’s got to be essential for long-term visibility.
Working with structured data, from FAQ schema to advanced VideoObject markup, has shown me how differently AI models operate. They prioritise entity relationships, topical authority, and context over keywords and links. This demands a shift in strategy: semantic depth over surface-level SEO.
The ‘Double Google Algorithm’: Website SEO vs YouTube On Page Methods
How many of us have pre-filled payment and delivery information in their Google account? This reduces the traditional buying journey of 4 clicks to payment confirmation, to just one single click.
Alphabet Inc. are continually releasing new YouTube features. How likely is a blue clickable YouTube title feature to be in research right now? It’s entirely possible to pay for a download, product or book a service with one click, providing your Google profile has been linked to your payment account. Retaining YouTube platform users, expanding marketing opportunities for video creators and businesses alike must align with continued growth.
The Future of YouTube Increasing Business Conversions
The beauty about YouTube for Business is that it works for all verticals, not just eCommerce. For industries that don’t lend themselves to direct purchases, using a clickable YouTube title to trigger a form submission has the potential to be a highly effective digital marketing strategy.
For healthcare, real estate, and finance verticals, this approach allows businesses to capture leads and initiate sales conversations, even for complex products or services.
Thus, a one-click conversion is possible for every organisation. This universal business solution suits every size company, from sole proprietors, to new bands, SaaS and luxury goods.
YouTube and Google Ads are both powerful tools for promoting products and services, but the majority of small businesses or start-ups don’t have a marketing budget. By learning a few video optimization methods, it’s entirely possible for your video to rank on the first page of Google.
WARNING: Don’t Upload Another YouTube Video Until You Learn New Ranking Methods
Video SEO also increases the chance of being featured in “Related Videos” or “Up Next.” YouTube’s algorithm analyses your viewing history and preferences to suggest videos that it thinks you’ll be interested in.
Additionally, for website Search Engine optimisation, Google’s algorithm favours posts and pages which use related Google products, which includes embedding a YouTube video.
Embedding a YouTube video to your website article can significantly increase your chances of stealing a competitor’s featured snippet in SERPs. YouTube videos are highly favored by Google’s algorithm, and embedding a relevant video can enhance your content’s visibility and authority.
Dual platform Video SEO Training: Google SERPs Featured Snippets and Website Ranking Boost
By optimizing your video for specific keywords and ensuring it directly answers the user’s query, you can increase your chances of being featured in a video featured snippet, potentially outranking your competitors.
Video SEO combines traditional on-page Google optimisation with the different algorithm signal of YouTube. By understanding the synergy, similarities and strategy of this symbiotic relationship, website owners can easily learn the latest methods with a bespoke training course tailored to their domain, desired regions and target keywords.
Nina Payne is one of the most prolific Video SEO practitioners. An early adopter in 2008, she offers services to coach creators and upskill marketing teams of every size with her hands-on experience and practical workshops.
2024 YouTube Features – Google’s New Video Ranking Signals with Playlist Votes and AI Thumbnails
Browse YouTube while simultaneously watching a video with the new in-app miniplayer, now enhanced with some modern touches. Viewers will be able to resize and move the miniplayer feature in the YouTube mobile app. It’s perfect for those that love to search for more videos to add to their queues while already watching a video served in a smaller format.
YouTube are also introducing new customisation tools in 2024 to give playlists a personal touch. Content creators can design their own custom thumbnails for playlists using their own photos or create new ones with generative AI.
To build a custom thumbnail, choose an image from your camera roll, and tailor it with text, filters, or stickers. To generate a thumbnail with AI, tap “Create with AI,” pick a theme, and choose from the AI-powered creations.
These updates are coming across mobile, web, TVs, and YouTube Music, later in 2024, users will be able to vote on videos in playlists, letting you and your friends curate the best line-up. It also allows for further interaction with creators: a creator could use this feature to have their viewers rank their favorite unboxings or reviews.
