One of the tips that I gave in my last post was to add video to pages that may already be ranked high in Google for a particular keyword (excluding your home page), and to then submit a video sitemap to Google. The reason for this, aside from the importance of adding engaging content to your site, is that by doing so, you may be able to gain a universal search ranking for that search term or a blended organic search result with a thumbnail. I mention this because I have seen it work. That being said, Google's Matt Cutts confirms one piece of the puzzle as to why this can work.
For those of you that do not know, Matt Cutts is head of Google's Webspam team and frequently advises webmasters on best practices for Google. From time to time Matt answers questions from users by posting video responses on the Google Webmaster Central YouTube channel
Recently, Matt recieved the following question:
"What factors influence a video universal result in Google? I have the same video – one on YouTube with high views, comments and ratings, yet the other one with low views and no comments is the one that ranks – why is this?"
Here is some of Matt's response:
"We still do look at links. We still do look at pagerank whenever we're trying to rank things," says Cutts. "So if this is the one that happened to get written up in a very sort of reputable location, then it couple be that this one has more pagerank and that's why it outranks it."
The factors that influence a video universal result are often similar to factors that influence web search, according to Cutts. This means things like how well Google thinks a certain result will match in terms of topicality, and the reputation of a page are taken into consideration. Links can and do play a significant role in the ranking algorithm.
Remember, Im not suggesting that you trick or game the search results, Im merely showing you one white-hat way in which by adding engaging and valuable content to site, you can get nice rankings. Thanks Matt for the great info.