Have you seen the new Video Carouel that comes with SERPs?

Google’s decision to discontinue support for video carousel markup has sparked discussions among SEO professionals and content creators.

This shift affects how videos are featured in search engine results pages (SERPs) and changes how businesses optimize video content.

Let’s understand the history, implications, and best practices for adapting to these changes from AI results to Video Carousels while leveraging videos for maximum impact to rank in the top search results on Google.

What Is Schema for Video Carousel?

Schema for video carousel was a structured data format that allowed content creators to optimise their videos for Google’s video carousel feature.

Introduced in June 2018, this feature aimed to enhance user experience by displaying a row of videos in a horizontal or vertical carousel layout on SERPs.

The video carousel feature provided,

• A dedicated space for videos directly on the search results page.
• Enhanced visibility, particularly for mobile users, where the carousel replaced traditional video thumbnails.
• The carousel has an average of 8 video thumbnails, compared to just three video links before the update.

Google may take manual action against a site if it detects its markup using techniques outside the structured data guidelines. Also, Google may not show content in a rich result for several reasons, including Errors in the structured data and spam content or markup.

Why Google Dropped Video Carousel Markup

Google has removed references to video carousel markup from its structured data documentation, explaining that it did not benefit the ecosystem at scale.

Here’s what happened,

• Initial Testing: Google tested the feature with select sites, such as YouTube, DailyMotion, and prominent news platforms like CNN and CNBC.
• Outcomes: While these platforms benefited from increased visibility, e-commerce sites and others reported significant organic search click-through rates (CTR) drops.
• Reason for Removal: Google found that other video presentation methods, such as video results and featured videos, were more effective overall.

Although the markup is no longer necessary for carousels, Google advises keeping it in place to help search engines better understand your web pages.

Adapting to the Change: Maximizing Video SEO

With the discontinuation of video carousel markup, it’s crucial to adapt your video SEO strategy to ensure your content remains visible and engaging.

1. Optimize Videos Without Relying on Schema for Video Carousel

Even without the video carousel schema, videos remain a powerful tool for visibility.

Focus on,

• Hosting on Video-Friendly Platforms: Platforms like YouTube and Vimeo are well-indexed by Google, giving your videos a better chance to rank.
• Using Schema Markup for Videos: Employ general VideoObject schema to enhance search engines’ understanding of your video content.

2. Create High-Quality, Relevant Video Content

Content quality is king. Ensure your videos are,

• Engaging and Informative: Add value to viewers by solving problems or providing insights.
• Optimized for Keywords: Target keywords relevant to your audience. Use tools to analyze popular search terms and fill content gaps in your video library.
• Visually Appealing: Create branded, eye-catching thumbnails to grab attention.

3. Boost Video Visibility Through Blog Integration

• Embed videos in related blog posts to provide a more engaging user experience.
• To expand your reach, use videos to introduce new keywords, such as “guide,” “how-to,” or “method.

4. Analyze and Refine Your Video Strategy

Leverage analytics tools to,

• Track video performance, including views and engagement.
• Identify content that resonates with your audience.
• Spot content gaps and create videos to address unmet needs.

The Future of Video Content in SEO

Despite removing video carousel markup, video content remains critical for SEO.

But the question is, can you rank on Google without video content? Yes, you can, and we have done so for many clients.

Here’s why,

• Google’s Emphasis on Video: SERPs still heavily feature videos in other formats, such as featured videos and organic listings.
• Consumer Preferences: Users increasingly favour Videos for their convenience and ability to convey information quickly.
• Cross-Platform Potential: Videos can be repurposed across social media, websites, and email campaigns for maximum ROI.

Update on Google’s video carousel testing

Google Removed video carousel guidance from the video structured data documentation and said the feature wasn’t helpful for the Google “ecosystem” at scale.

Google initially tested video carousel markup with a group of site owners and ultimately abruptly stopped testing.

You can still leave the markup on your site so search engines and other systems can better understand your web page.

Conclusion: Evolving Beyond Schema for Video Carousel

Discontinuing the schema for video carousels may seem like a setback, but it’s an opportunity to refine your AI results SEO strategy.

By focusing on high-quality, engaging content preferred by AI and using general schema markup, you can maintain visibility and leverage the growing popularity of video.

Videos are more than just a trend. They’re a cornerstone of digital marketing success; more people choose short-form videos over reading.

Stay ahead by continuously optimising and adapting to changes in the search landscape.