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BizReport : Search Marketing : May 13, 2015

YouTube videos dominate keyword searches on Google

A new whitepaper from Searchmetrics reveals that more than half of all Google searches return at least one video and that most of those videos belong to YouTube.

by Helen Leggatt

In January, 2014, two-thirds (66%) of all keywords returned at least one video integration in Google's Universal Search results, of which half (54%) were from Google's subsidiary YouTube.

Searchmetric's whitepaper has found that while the share of searches that return at least one video has fallen - down to 55% by December 2014 - YouTube's share has risen significantly. In December, 2014, 8 out of 10 videos in Universal Search were from YouTube.

According to Searchmetric, "the rise of YouTube videos in the Universal Search integrations is connected to the decline in market share of other video providers".

Furthermore, despite Facebook serving 1 billion video views back in September 2014, they do not feature on Searchmetrics' radar because the social network does not let Google crawl its pages.

Overall the study found that four out of five keyword searches produced at least one Universal Search integration within search results. By the end of last year, video was the most frequent integration followed by Images (40%) and Google Shopping Ads (16%).

"The growth in the proportion of keywords for which Google Shopping integrations are displayed represent increasing opportunities for retailers to buy Product Listing Ads and for Google to generate income from the now paid for Google Shopping service," said Marcus Tober, CTO and founder of Searchmetrics.

Lucian Milasan /

Image via Shutterstock

Tags: Google, search marketing, trends, video

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