Google just went live with the "in this video" timeline feature in search. The new function works on English YouTube videos. Search Engine Land says it spied Google testing the new feature, which the search engine giant is calling "key moments in videos," this week.
This is what you are going to see when you come across the new feature in search:
Adding this function to the timeline of videos is going to make it a lot easier for a viewer to find specific content or moments within videos. Google is saying that
"When you search for things like how-to videos that have multiple steps, or long videos like speeches or a documentary, search will provide links to key moments within the video, based on timestamps provided by content creators. You'll be able to easily scan to see whether a video has what you're looking for, and find the relevant section of the content. For people who use screen readers, this change also makes video content more accessible." |
Video is massive at the moment and consequently, Google ends up showing a heck of a lot of video content within its search results. I'd be interested to hear about how you guys are using video to boost your own marketing strategies and how your results are affected when you begin to utilize the new key moments functionality. I think it would be interesting to compare the performance of videos with and without this feature.
Google seem to think that adding this function is making videos more user-friendly, and I suspect they are right. But will this make conversion rates higher or lower? When we use key moments, we are essentially making it easier for users to skip content and not miss out on the sections of video which interest them most