Google Confirms Ranking Boost for Video, Forums, and User-Generated Content

Google has officially updated its ranking systems to show more short-form videos, forum discussions, and user-generated content.

In a recent interview with The Wall Street Journal, Liz Reid, Google’s Vice President of Search, explained that user behavior is changing, especially among younger audiences. That shift is now reshaping how Google decides what to rank, marking a significant moment in search evolution.

The definition of “high-quality content” now extends far beyond polished blogs and publisher pages.

Why Google Made the Shift

Reid said users are turning to new types of creators for information. They prefer authentic voices and firsthand experiences over formal or corporate explanations.

“There’s a behavioral shift happening in conjunction with the move to AI. People are going to short-form video, they are going to forums, they are going to user-generated content a lot more than traditional sites.”

Younger audiences would search TikTok or Reddit before using Google. They want quick, visual, authentic insights that feel real and conversational.

According to Reid, Google’s goal is to meet users where they are. The ranking systems are adapting to provide the kind of information people actively want.

If your content feels disconnected from the audience, it may struggle to compete against more engaging formats.

What This Means for Rankings

Google is now giving greater visibility to content made by people, not just by brands or news outlets.

These include:

• Short-form video from YouTube, TikTok, and Instagram Reels
  

• Forum discussions on Reddit, Quora, and community boards
  

• User-generated posts and reviews from social and niche platforms
  

Traditional SEO content remains valuable, but it now shares space with a much wider range of formats.

This change means:

• More video carousels and discussion links in search results
  

• Higher ranking for firsthand experiences
  

• Heavier weight on “Experience” within Google’s E-E-A-T framework
  

If your rankings dropped recently, this shift could be the reason. Even well-optimized pages can lose visibility if the query now favors video or UGC.

Winners and Losers

Reid acknowledged that every huge change creates winners and losers.

Creators and brands that are already publishing authentic video or engaging in online communities are likely to benefit. YouTube Shorts creators and forum contributors are clear winners.

The biggest losers will be publishers that rely solely on long-form articles or overly optimized text content.

The message is clear: Authenticity is now a ranking factor.

What About Ads and AI Overviews

Reid said that while AI Overviews reduce ad clicks in some searches, overall query volume is increasing.

“The revenue with AI Overviews has been relatively stable. Some queries may get fewer ad clicks, but people do more searches overall, and those two things balance out.”

This dynamic means people are searching differently, not less. They are moving between Google, AI chat interfaces, and community-driven platforms before making a decision.

For marketers, it signals the need for diverse content strategies that connect across multiple platforms.

Quality and Low-Value Content

Reid also confirmed that Google is targeting low-value pages more aggressively.

“We’ve expanded beyond the concept of spam to include low-value content. Richer, deeper material tends to drive the clicks from AI experiences.”

This means depth still matters. But it must include clarity, originality and user trust.

It is not enough to be comprehensive. Your content must connect with real people and feel credible.

How Google Tests These Changes

Reid described Google’s process as continuous testing and feedback. The company observes user behavior, launches minor adjustments, and then tracks engagement to refine results.

In other words, these changes are not temporary. They represent an ongoing cycle of refinement based on how users actually search.

Expect further experiments on how Google integrates short videos, forums, and community content into its results.

How You Can Adapt

If your traffic or visibility has dropped, it might not be a technical issue. It could be a format issue.

Here’s what to do now:

1. Add Short Videos

Create short, high-impact videos that answer specific questions in under a minute. YouTube Shorts, TikTok, and Instagram Reels are all being cited in search results. Focus on practical, valuable, or entertaining clips that address the user’s intent.

2. Build Forum Presence

Get active in relevant communities. Participate in Reddit threads, answer questions on Quora or industry forums, and provide helpful insights. Google is rewarding community participation with visibility.

3. Encourage User-Generated Content

Collect and showcase reviews, testimonials and user experiences on your own site and across platforms. UGC not only builds trust but also increases your chances of being referenced in discussions and Perspectives panels.

4. Rebalance Your Content Mix

Combine deep, authoritative articles with lighter, interactive formats. Support long-form posts with short videos, infographics, or discussion summaries that meet users in different contexts.

5. Double Down on Experience

Highlight real expertise. Include author bios, photos, case studies, and firsthand examples. Content that features real experiences carries heavier weight in both AI Overviews and organic rankings.

My Take

This change isn’t about Google trying to imitate social platforms. It’s about responding to how people actually consume information.

Search is becoming more social, visual, and human.

For SEOs and publishers, that means thinking beyond keywords and links. It’s time to focus on voices, experiences, and value.

If you want to future-proof your visibility:

Combine expertise with experience. Create content that connects, not just informs.

Because right now, that is what Google is rewarding.

Key Takeaway

Google’s search results now reflect real human behavior. People scroll, watch, comment, and share before they click.

If your SEO strategy still relies on traditional blogs or static pages, start experimenting with video, UGC, and community-driven content now. The shift is already here.

Free Executive 1:1 With Senior Growth Team

Before you allocate another dollar of your budget, why not get a senior growth team to analyze your entire marketing strategy for free first?

Galactic Fed is the agency trusted by the world's biggest investors and high-growth companies like Varo, Edible, and Quiznos.

Reserve your spot →

Looking for more in-depth strategies and exclusive content?

Check out my Gumroad page for courses, guides, and tools that can help take your digital marketing to the next level. Whether you're looking to master SEO, influencer marketing, or content strategies, I've got resources to get you there. Plus, you'll find some free content to help you get started right away!

Visit my Gumroad page and explore everything I have to offer!

1. Found the insights helpful? Forward this email to help fellow business owners or marketers.

2. Spread the word. Encourage your friends or followers to sign up.

3.  Have us test and review your marketing or business tool on ShaneBarker.com. We can write a product review, comparison, or industry listicle for you.

If you have any specific questions or topics you'd like us to cover in future newsletters, please feel free to reach out. We'd love to hear from you!

To your content marketing success,
Shane Barker