YouTube has become almost completely synonymous with it’s now parent site and company, Google. Accounts on both sites link up, search algorithms match each other. If given the option, Google will provide video results to YouTube before any other video hosting site. The two work seamlessly, the world’s most powerful search engine matched with the world’s most popular video hosting site. This catapulted YouTube from being a niche site to the mainstream. Google purchased YouTube in November of 2006. This means the relationship is a little over ten years old at the writing of this, the merge has made way for changes for the sake of convenience for users, but also various changes that hinder the innovation for creators. Google and YouTube’s relationship has taken its user base through multiple stages. With the moving world of media and computing, we as users should be prepared to be taken through more stages. Interface changes, algorithms, user requirements and more have all been subject to transform in front of our eyes. Some things for user convenience others for company profit (blatantly).
Their algorithms are similar in that they present your search options based on relevance and “importance”. The Page Rank system is used as Google’s Main search algorithm. The number and quality of the links to that page put that page higher than others. Similar to how a video that’s already popular on YouTube will have more longevity and be posted higher. It’s no surprise that a page with a lot of visitors and a video with a lot of viewers are more desirable. One factor of videos being different from web pages is that videos have the length characteristic. YouTube prefers longer videos. This is no secret as they want active users on their site longer. They want longer hours. Cartoons made in flash that are 2 minutes versus a streamer playing a video game for 10 to 15 minutes, the streamer’s video is going to show up first. These standards are what pushed a large majority of the content creators we have on YouTube.
The other major factor of YouTube and Google that’s apparent as a result of the merge is the presentation of content. Many sponsors, companies and corporations invest in advertising on both sites. Google does much to make sure their sponsors are pleased. This includes blocking users who violate terms and policies. The primary motive for these blockings are censorship. Ads presented by companies that play next to video with explicit language or subject matter can cause problems (in the eyes of the sponsors). As such many videos are demonetized and in some cases removed out right.
Many people consider these more of a shift to make YouTube a family friendly website. In actuality however these shifts more so give YouTube a Company friendly environment. Some often theorize that the algorithm is bent at times to shield users from posters that YouTube/Google executives don’t favor.
For business owners the best move is to regulate the SEO on your website. Link to your YouTube videos individually with embedded videos. Keep consistent with your YouTube channel and your website so both algorithms work in your favor. The connection is made seamless with the combining of YouTube and Google accounts. Take advantage of the tools and setup the foundations of your online presence accordingly. However, always be prepared for the mediums to succumb to change. YouTube and Google have changed before, and it’s almost certain they will again.