The Rise of Video in Google Search and How Creators Can Double Their Exposure

Google Search is no longer just about text links. Over the past few years, video has steadily taken over prime real estate in search results, from rich snippets and video carousels to Shorts-style results optimized for mobile discovery. For video creators, this isn’t just a trend; it’s a massive opportunity.

By combining the reach of YouTube with the power of SEO-optimized video pages on their own sites, creators can double their exposure and capture audiences in ways that were previously impossible.

Video’s Growing Role in Search

Search engines are leaning heavily into video because it’s what users want. People don’t just want to read, they want to watch, listen, and learn visually. Google now prioritizes:

Video Carousels: Multiple videos from different sources on page one of results.

Key Moments Snippets: Auto-highlighted chapters within videos that answer specific queries.

Shorts and Vertical Video: Surfacing bite-sized clips in mobile-first search feeds.

This shift means that for many searches, video results appear before traditional text results. For creators, that means more visibility… if you play it right.

YouTube as the First Layer

There’s no denying YouTube’s role. It’s the second-largest search engine in the world, and Google Search often pulls directly from YouTube when populating video results. Optimizing titles, thumbnails, chapters, and metadata is still table stakes for visibility.

But here’s the catch: when people watch your videos on YouTube, the platform owns the environment and the audience data. While it’s great for discovery, it limits how much control you have over what happens after someone finds your content.

Doubling Up With Web Video Technology

This is where Open.Video changes the game. By enabling creators to host SEO-optimized video watch pages on their own domains, it ensures that videos don’t just rank on YouTube, they can also rank directly on Google through the creator’s own site.

That means:

Two chances to rank: your YouTube video and your own video page.

Direct fan relationships: because on your site, you can capture subscribers, emails, and engagement.

Greater control over experience: from design to related content to monetization.

Essentially, creators can leverage YouTube for reach while using Open.Video to build ownership and long-term value.

The Future: Answer Engines and LLMs

Search is evolving again, this time with AI-powered answer engines and large language models (LLMs) shaping how results are delivered. Instead of simply listing links, these technologies pull information directly into summarized answers.

Here’s the key:

Platforms like YouTube are Google’s own property, which means Google has little incentive to push that content forward in competitor-driven ecosystems.

Owned and operated video watch pages, however, live on the open web, making them far more likely to be surfaced, cited, and recommended by AI systems looking to diversify sources and provide authoritative answers.

In other words, the rise of LLMs could make your own video pages more valuable than ever. They’re not just another embed—they’re discoverable assets in a world where AI will prioritize open web sources over closed platforms.

Why This Matters

The rise of video in search is leveling the playing field. Instead of competing solely in crowded text-based SEO, creators now have a chance to dominate by embedding their expertise into video. When those videos live both on YouTube and on SEO-ready pages, creators get maximum visibility and maximum control.

And as AI-driven search expands, the advantage tilts even further toward creators who own their content. Those who build with Open.Video today are positioning themselves for the future of search tomorrow.

Final Thought

Google is betting big on video, and creators who align their strategies stand to win. By combining YouTube’s built-in discovery with Open.Video’s domain-based SEO, you can double your exposure in search results and transform casual viewers into loyal fans.

Now is the time to think beyond single-platform strategies and build a video presence that thrives everywhere, especially on Google’s front page, and AI-powered answer engines as well.