In a recent video from Salazar Digital – Marketing & Web Design, I explained a shift that small businesses and entrepreneurs can’t ignore: Google is increasingly surfacing video content — including short-form videos from platforms like TikTok and Instagram — directly in search results. This isn’t just a trend on social media; it’s changing how people discover businesses online.
Why search results are different now
For years, the focus of local online visibility has been straightforward: your website and your Google Business Profile (formerly Google My Business). That remains essential, but search results are becoming more holistic. Google now connects signals from multiple platforms — YouTube, TikTok, Instagram, Facebook, Reddit and more — to decide what shows up when someone searches for a service or product.
“Everything is now connecting.”
That connectivity means Google is no longer evaluating a business solely by its website or map listing. It looks at a broader ecosystem of content, including videos and user-generated posts that demonstrate real-life experience with a business.
What you’ll see in search results today
When you search for a local service (for example, “auto repair”), Google may show:
- Paid ads and sponsored listings
- Google Maps / Google Business Profile results
- Traditional website results and review sites
- User-generated content platforms like Reddit
- A dedicated Videos section that includes long-form YouTube content
- A Shorts or Short Videos section that surfaces TikTok, Instagram Reels, and YouTube Shorts
In practice, search pages now often include both long YouTube videos (10–20 minutes) and short clips from social platforms. That mix gives searchers richer context and multiple ways to engage with a business before visiting or calling.
Why this matters for local businesses
Visibility is the primary goal for most small businesses. More visibility means more customers finding you when they search. The new behavior from Google means that video content — especially short-form video — can directly influence whether your business appears in search results.
So while your website and Google Business Profile should remain in top shape, social videos are now a vital part of your online presence. A short, informative clip or a well-tagged Instagram Reel can show up alongside your map listing and website, increasing the chance that a potential customer will notice you.
Actionable steps you can take today
Start small and be consistent. Here are practical tactics to leverage video for search visibility:
- Create both long-form and short-form videos. Use YouTube for longer tutorials, case studies, or walkthroughs and repurpose highlights into Shorts, TikToks, or Reels.
- Optimize titles and descriptions. Include local keywords, services offered, and clear calls to action in video metadata.
- Use location tags and captions. Geotags and text captions help platforms (and Google) understand where your business operates.
- Encourage user-generated content and reviews. Reddit posts, social mentions, and customer videos signal real-world engagement.
- Repurpose existing content. Clip key moments from longer videos into 15–60 second shorts to increase reach.
- Post consistently and monitor results. Track which videos show up in search and adjust topics and formats that perform best.
- Cross-post wisely. Upload similar content to multiple platforms (YouTube, TikTok, Instagram, Facebook) while tailoring format and description to each audience.
Repurposing ideas
- Turn a how-to video into several short tips for social platforms.
- Use before-and-after clips for service businesses (auto repair, cleaning, renovations).
- Record quick customer testimonials and turn them into short social clips and longer compilation videos.
Quick checklist for local businesses
- Update Google Business Profile and website information.
- Publish at least one long-form video on YouTube each month.
- Create 2–5 short clips per long video and post them on TikTok, Instagram, and YouTube Shorts.
- Use local keywords in video titles and descriptions.
- Encourage customers to post their own videos and tag your business.
Conclusion
Google’s search results are evolving to include more video content and social signals. The core of online visibility — a good website and an accurate Google Business Profile — is still important, but businesses that add short and long-form video content to their strategy will gain an advantage. Start creating, repurposing, and optimizing video content now so your business shows up where customers are searching.
If you want to dive deeper into the topic, check out the full explanation from Salazar Digital – Marketing & Web Design for examples and a straightforward perspective on how to get started.
Salazar Digital Local Marketing
1172 Murphy Ave #208, San Jose, CA 95131
(408) 532-5118
