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If you haven’t noticed lately, Google search results are showing less car dealer video “thumbnails” that are optimized for year, make and model. Last year, it was easy to load into YouTube a video with the title “2010 Toyota Sienna Chicago” and have the “thumbnail” it show up in the organic search results when consumers searched that “phrase” as long as the video was loaded with optimized description and tags.

Today, if you do a year, make and model search and add your local PMA towns, you will be hard to find a video “thumbnail” come up very often.  This is because Google has changed their algorithm about showing videos “thumbnails” in organic search results.   What you are more likely to see if just the text link to YouTube which blends in with the other links to text pages.

Why Are Thumbnail Views Being Reduced?

Video “thumbnails” and images have a much higher click through rate when compared to a text link.  The video thumbnails were hurting Google Adwords clicks and revenue so they turned the dial down on when thumbnails are presented in Google organic search results. 

We may very soon see a public version of paid videos as part of Google Adwords campaign so that dealer videos can be included in search results for a PPC fee.

In the meantime, the entire buzz about car video “thumbnails” showing up regularly in Google organic search results and selling cars should be understood in the context of this visible change.   This means that videos will have less click-through rates and will in turn drive less traffic to your video channel or websites.

Consumers do spend a lot of time inside of YouTube and so I’m not minimizing video as a part of a car dealer digital marketing strategy, I just want there to be an awareness of a shift that is underway.  If a consumer searches within YouTube, dealer videos will appear. 

Videos Are Important For Digital Marketing

Videos are also an important way of increasing conversion when video is added to a dealer website.   In 2010, the dealers that increase their website conversion will be using video testimonials and video marketing on their websites. It is my opinion that your landing pages for service, finance, used cars, new cars, warranty and parts should all have a welcome video with a call to action that defines why a consumer should do business with the dealer.

The change in frequency by which thumbnails are shown, presents a game changing strategy in organic search marketing for car dealers and something to watch in the coming months.

Brian Pasch, CEO
PCG Digital Marketing
732-450-8200

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