Bing has integrated Qwiki video spots into its SERPs to help users see short takes of video content relevant to their queries.

Bing has taken another step in bringing different kinds of content to its SERPs by integrating video from Qwiki into its results. The move will help the search engine provide a better-rounded set of links for users to choose from when they conduct a query likely to return video, and it suggests that in-demand video content should be a consideration among marketers.

Among the most innovative elements of the integration is that the video can be viewed on the SERP. The Qwiki video will help users receive a brief clip of the video content before deciding if they want to navigate away from the SERP to see the entire video. Among the sites used to cull video results are YouTube and Wikipedia. While the inclusion of the Google-owned YouTube is surprising, Bing has also integrated Google+ into its social results, so it’s not entirely unprecedented.

Users activate the video by clicking on the ‘Watch the Qwiki” call to action.

Finding ways to differentiate itself from Google and other search competitors is critical for Bing, as it continues to seek more market share. While it has improved its position in the last year, it still trails Google substantially.

Brafton recently reported that Bing has also integrated Brittanica Online Encyclopedia into its search results to add even more context to search queries for users. Much like Google’s Knowledge Graph, the use of the data from Brittanica will provide an interesting new look to SERPs for Bing users. However, the potential impact on SEO campaigns appears minimal.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.