RankRanger conducted a comparison of video carousel rankings on Google desktop with YouTube rankings and found distinct differences in the algorithms used by each platform. This article explores potential reasons for these differences beyond the initial study.
### Search Algorithm Compared to YouTube Algorithm
For the keyword phrase [How to Make Pizza], YouTube tends to display videos that are popular, featuring millions of views, which enhances user experience. Interestingly, the top-ranked video by BuzzFeed has irrelevant text content. This may explain its absence from Google’s desktop video carousel. YouTube’s algorithm appears to prioritize features such as popularity and user engagement. Additionally, YouTube rankings often favor longer video lengths compared to Google’s desktop carousel, which includes shorter videos, as short as forty-two seconds, for the same search term. RankRanger’s study did not account for this metric discrepancy.
### Google’s Search Algorithm
The primary aim of Google’s search algorithm is to meet the varied intents of users. Different user intents are often visible in the diverse kinds of pages appearing in search results, ordered by the frequency of user intent. Some search results are influenced by the popularity of the page or its geographic proximity to the user rather than anchor text or links, thus enhancing user satisfaction. While links, content, and popularity drive page rankings, user satisfaction remains a critical factor, though often unaccounted for in many ranking studies.
### Are Reasons for Ranking Differences Chaotic?
RankRanger’s study highlighted the discrepancies in search positions between Google and YouTube, omitting factors such as popularity, subscribers, links, and video length. Consequently, the study author noted an apparent randomness in rankings between the platforms, suggesting they missed considering the full spectrum of influencing factors.
### Video Carousel Ranking in Desktop Search
A desktop search for [How to Make Pizza] shows a video carousel featuring relevant text content, notably lacking irrelevant content, possibly supported by citations and links. Creating a subdomain for specific content, like cooking and recipes, can provide a structured site architecture, enhancing the content’s relevance and promotional visibility. This, in turn, might promote user interest and link acquisition, benefiting rankings. For example, a popular cooking content creator has garnered significant user interaction and online engagement, which, while not a direct ranking factor, indicates the content’s popularity and potential for link attraction.
### Takeaway
Factors influencing rankings are multifaceted and frequently overlooked in limited studies, such as RankRanger’s. Misinterpretations can arise from a lack of comprehensive data. Understanding search engine ranking tendencies can reveal insights into why Google Desktop and YouTube rankings might differ for similar content.
Images were sourced from Shutterstock and modified by the author. Screenshots are credited to the author.
