Content Marketing SEO

Rich Snippets for Video: Test Data Proves They Can Potentially Hurt You

This post covers the topic of “video rich snippets” in The Rise of Video and Mobile: Design Considerations for Search Webinar (running time 26:00).

We marketers love trends – that’s no secret. We’re always looking to implement the next big thing in our marketing strategies, whether it’s Pinterest, mobile, or rich snippets.

But… just because certain trends work well for other brands doesn’t mean they’ll work for you. Or just because they work well for one page, doesn’t mean they’re a good idea for every page.

Rich snippets, like any digital marketing trend, make sense if they’re in the best interest of your customers. Like any trend, they make sense if, through testing, your data verifies that it’s actually a good idea. Tests Video Rich Snippets, with Surprising Results

In our webinar with Internet Retailer and, Derrick Hicks and James Petzke of share their (impressive) content marketing strategy alongside how they run their data-driven SEO team. They first look at a ton of data, use multiple types of media and content, then figure out which types of content work well with which topics.

For example, on their Arnold Schwarzenegger Blueprint page, there are multiple pages of content covering multiple categories: Training, Nutrition, Supplementation, and Motivation. Video is necessary to this page for the ultimate customer experience.


On the flip side, video was doing the opposite to’s e-commerce category pages. Similarly to the Blueprint page, they strove to maximize the user’s experience — they filled each category page with different types of content including video.


The videos were providing rich snippets in search results, which seemed fine at first glance. After looking at their data, however, they determined that these rich snippets were actually hurting them.


As a test, removed Google’s rich snippets and their traffic and revenue doubled for over 300 category pages. Videos were not what people wanted in this specific case; all they wanted was to purchase supplements.

Always Test Marketing Trends and Rely on Your Data presents an important marketing lesson. Marketers need to ask themselves: What format for your content would be the most ideal for your audience? Know your audience. Do your homework. Rely on your data.

Get the whole story on’s rich snippet testing, and learn how this top-notch SEO team runs its content initiatives; the webinar and slides are on demand here.

  • Any time you interrupt the conversion process, you’re asking for trouble. When people are on e-Commerce category pages/subcategory pages, you don’t want to disrupt the process with “content marketing”. And on product pages, you don’t want irrelevant video content either. If it’s a video about the product, great. If it’s distracting, keep it out,. Too bad there wasn’t someone around to call that mistake out from the get-go.

    • Charity

      Preach it, Adam! 🙂

  • Well the issue in this case is what do you expect your intended target market to do on the page in question?

    Is the CTA (Call to action) Hey watch this video, or is ti hey dude buy this product?

    this was not a case of the video snipet’s being bad for business, this was a case of the marketing team not being clear on their CTA (Call To Action). Once they established a clear and obvious call to action by removing the false positive from the picture their target audience could clearly better interpret their desired CTA.

    As Adam Dince says in an earlier comment you need to be clear on your intended purpose of each particular page, and ensure that the copy within that page suits the purpose of the page. This sounds logical, but because of the noise within the marketing team, and not everybody being on the same page, and each member of the marketing team working from a different script, things go wrong.

    this is a clear case of BAD SEO, as the wrong call to action was instituted, becuse the content marketing team, the SEO team, the social media team and the PR (Public relations) team are all working from different scrpts, and they have not taken the time to understand the function of the different pages in relation to the position that the end user is in within the sales funnel, and have instituted bad IPSEO (In Page Search Engine Optimisation) by including rich snipet coding for video when it is uncalled for and should actually have been avoided.

    Many will argue that it has naught to do with SEO, but they need to think very clearly, as the rich snipet issue is purely an SEO function, to ensure that search engines recognize and implement rich snipet’s for in page video to catch the viewers attention within the SERP’s (Search Engine Results Pages.

    SEO or Search engine optimisation is such a complex task, and its core functions need to be clearly understood by all within the online marketing environment.

    • absolutely theres no crime in supply the necessary meta data to increase an indexes understanding of how to categorize and place you, that’s only a good thing. when is there not a serious imbalance of knowledge or understanding with regard to SEO appreciation for the value as well, given its a sales/advertising expense. Hope Im never footing the bill when a team decides “oh shit, we changed our description text and sales stopped we had better stop the bleeding, quick pull down all the google listings that’ll fix it! “

  • Walter Mrowczynski

    If you inundate people with too many options they are more likely to leave than to stay.