Google has always liked video, almost always allowing users to filter for video results only alongside news and images. Google also made their relationship with video legitimate by purchasing YouTube in 2006. Until recently only thumbnails of YouTube videos related to your searches have been included in the search results, but now video is being highlighted so much more.

Google’s own research shows 61 per cent of users look elsewhere if they don’t see what they’re looking for right away. So now, changes mean the top video in certain search results will play without opening a new web window. This change could give law firms a powerful tool in capturing the attention of potential clients right away, but only if their videos are up to scratch, here’s how:

Keep it tight: Now you’re right in front of a potential client make the most of it. Keep your video as short as possible. 90 seconds is an optimal length but don’t worry about it being too short, you’ll be surprised how much you can say.

Add a call to arms: You should have this in your videos already, now it’s even more important. Encourage viewers to contact you at the end of the video. If you don’t they may watch the next video in the list, a competitors, because you’ve not steered them towards you.

Include clickable links: You may have noticed clickable links in videos on YouTube already. These aren’t necessary in a video hosted on your website but if a video is played in Google, make sure it’s easy for viewers to visit your website. Including a link to your homepage so you’re only one click away.

Presently this function is only working with some music videos from YouTube. While it might be extended to other video genres it’s likely to only ever capture content from YouTube in this way so you’ll need to make sure you have a YouTube channel. A full service digital agency will help you do this and also make sure your videos are as good as they can be. That way, when they appear at the top of Google’s search results you’ll capture your new client’s attention right away.

Matt Rycroft is search specialist at mmadigital