Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Video Sales & Marketing Strategy

Start the Course Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Search Engine Optimization
Close
Video Sales & Marketing Strategy

Free Course:

Video Sales & Marketing Strategy
Start the Course
Video Sales & Marketing Strategy
Free Video Course
View Video Sales & Marketing Strategy
Video Sales & Marketing Strategy

Free Course:

From production to technology, get everything you need to start your video marketing journey with confidence

In this free course, you’ll learn:

  • How to align your teams around a common vision with video
  • 7 types of videos that have the biggest impact on your revenue
  • 6 factors that make up an engaging and effective sales or marketing video

Google's Key Moments Will Shake Up How You Approach Video

By Jenna Ott

Jenna Ott also recommends this free course, Video Sales & Marketing Strategy.

Google's Key Moments Will Shake Up How You Approach Video Blog Feature

As every good marketer knows, video is highly effective. According to Forbes, the average user spends 88% more time on a website with video, and more than 500 million hours of video are watched on YouTube every day. As Google continues to introduce new ways to provide searchers with the most relevant content, the new “key moments” timeline aims to put even more focus on video.

Free Course: Video Sales & Marketing Strategy

Google’s key moments explained

In an ever-evolving and constantly innovative digital environment, Google launched another new feature meant to better serve its search users by making it faster to find the information they are looking for in a video. This new feature comes in the form of a video timeline known as “key moments.”

According to Google,

“You can find key moments within videos and get to the information you’re looking for faster, with help from content creators. 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.”

 

Google Key Moments

Google search results will still showcase the video thumbnail that we are all used to, but in addition to that, a timeline will be visible with “key moments” marked by Google. Below the video will be a carousel with previews and brief descriptions. The viewer can jump to a section of interest within the video simply by pinpointing and selecting that section from the key moments provided.

For the viewer, this allows for easy scanning and navigation of videos. The timeline data is directly pulled from timestamped info provided by the video owner, giving the content creator the ability to highlight the key moments in the video for their audience.

With key moments, Google has embraced the reality that video is the preferred form of content for a majority of internet users. In doing so, a new way to search and consume video content relating to a particular query is changing the way video content reaches an audience.

What key moments means for marketing videos

As a marketer, any time Google announces a change to its algorithm or a new feature, my immediate reaction is to think about how this can benefit (or harm) my clients. In the case of key moments, I couldn’t be more excited.

Let me just preface this with a little fact about myself. I started out in television production, so I tend to geek out a bit when it comes to the merging of my love for video and my love of marketing. I don’t think I have a single client who has not heard me say “I have an idea for a video you could do!”

I see a world of possibilities with key moments. 

Looking at it from the perspective of Google delivering more relevant video content to people, I see an opportunity for businesses and organizations to show prospects and clients that they hear them, understand them, and can provide the answers to their questions. 

Taking a They Ask, You Answer approach to video content will now have the added benefit of Google recognizing that different points in your video will provide the answers that people are searching for. Value is added by giving people the opportunity to jump right to that moment in your video.

From a more technical standpoint, this creates a unique challenge for marketers to be highly strategic and highly purposeful in the content being produced. The marketer that puts the effort into talking to their sales team and doing some research into the questions that prospects and customers are asking will have an advantage when producing video content that clearly answers those questions.

In doing so, that content has an opportunity to be catapulted up in the search results.

Finally, from a business standpoint, there is the potential to attract more qualified leads. Consider how many unqualified leads will be discouraged from visiting your website if they can tell from your content that you offer a product or service that is not what they are searching for. And even better, consider how many leads will be ready to start a conversation with you if they see that you can and have answered their questions. 

Start testing out Google’s key moments

As with anything new, the prospect of key moments is exciting. There are clear SEO benefits and opportunities. From a client and prospect relationship standpoint, this offers a great way to connect and show them that you have the answers they are looking for — with video content!

I’m excited to start testing it out and finding creative ways to put this new feature to good use. I hope you’ll join me in doing so. If you do, please share your results and thoughts with our greater marketing community over at IMPACT Elite!

Video Sales & Marketing Strategy
Video Sales & Marketing Strategy

Free Course:

Video Sales & Marketing Strategy

From production to technology, get everything you need to start your video marketing journey with confidence

In this free course, you’ll learn:

  • How to align your teams around a common vision with video
  • 7 types of videos that have the biggest impact on your revenue
  • 6 factors that make up an engaging and effective sales or marketing video

Topics:

Search Engine Optimization
Video Marketing
Published on September 24, 2019

Recent Articles

9 SEO Best Practices for Stronger Organic Traffic in 2022
November 18, 2021 • 12 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
How Long-Tail Keyword Research Can Drive Business
August 9, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
Inbound marketing help: My traffic and leads are down — what am I doing wrong?
June 28, 2021 • 5 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
What is a Featured Snippet? [Definition + Examples]
June 10, 2021 • 4 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
ICYMI: Digital marketing news update for May 24, 2021
May 24, 2021 • 6 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
ICYMI: Digital marketing news update for May 17, 2021
May 17, 2021 • 5 min read
ICYMI: Digital marketing news update for May 10, 2021
May 10, 2021 • 6 min read