Google is currently testing video ads in local search results. At the moment, when someone searches for a service nearby, they’ll usually see a map, a few listings, maybe check some reviews, and pick one. It’s not exactly complicated, but this will change that a bit.
If videos start appearing at the top, that’s going to be the first thing people notice – not your rating, website or video. Realistically, people are going to judge based on that in seconds.
Depending on how you look at it, this is either positive or a bit of a problem.
On one hand, it gives you a chance to show what you do instead of hoping your listing says enough. You can talk, explain things, show your work… whatever makes sense for your business. On the other hand, it adds another layer of competition, because you just know some businesses will take this seriously, and others won’t bother. This gap will very likely show.
This doesn’t need to be overthought, and it’s probably not the businesses with the most polished videos that will win. If anything, people are a bit sceptical of that now. Something simple, straight to the point and real is usually enough; a quick clip of you explaining what you do, for example, or showing a job you’ve done, would already put you ahead of most.
With that being said, Google is only testing this for now. It might change, it might disappear… or it might become a standard part of search.
At Engage Web, we keep our eyes on the ball with any new Google updates. If you need help making sense of today’s digital landscape, get in touch with the team today.
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