Because 75% of searchers never go past the first result page on Google, it should come as no surprise that most businesses have been looking for ways to improve their Google rankings for a while now. With so many Google updates that have happened over the years, digital marketers have had to actively adapt their marketing strategies to help their brands stay relevant. However, there have been many questions surrounding videos and their impact on search engine rankings for years. So we couldn’t help but ask ourselves the million-dollar question — is video good for SEO?
Let’s cut to the chase — yes, video does improve your SEO. But the real question is — how does it do it? Well, that’s what we’re going to find out in this article. Here are X ways video enhances your website’s SEO and precisely why you should consider utilizing it:
Now, let us begin!
The two primary reasons videos help boost your position on SERPs (search engine result pages) is because they generate a lot of links and encourage social shares. But how and why is that the case?
First of all, due to the engaging nature of video content, it has plenty of potential to generate hundreds if not thousands of backlinks and a lot of shares on social media. That is because the popularity of video content is irrefutable. After all, platforms like YouTube have more than a billion daily views, which should stand as a testament to the fact that users love consuming video. So it shouldn’t come as a surprise that videos can quickly go viral. And what comes with that? Links and social media shares, of course! Here’s an example of a branded video gone viral:
Now, we realize you can’t plan your entire marketing strategy around the off chance of having your videos go viral. And telling you to count on making a viral video based only on a handful of success stories would be irresponsible. Luckily, you won’t have to — videos engage your audience in a way no other medium can, so they are still more likely to generate links and social shares than any other form of content. Data found on G2’s blog is an excellent example of that — the information reveals that social posts that include video generate 1,200% more social shares than text-based ones. And if it wasn’t already clear enough, with social shares also come backlinks.
The topic of user experience has been a hot one in the SEO world as of late. There has been a lot of debate on Google’s decision to influence website rankings based on perceived user experience. Unfortunately, not even SEO experts are on the same page on what that entails. Still, there is no doubt that videos have the power to influence user experience, and, thus, your SEO efforts. But how?
As we’ve already mentioned, videos are captivating and engaging. Aside from that, they offer possibilities that written content will never be able to. A fantastic example would be product videos or explainer videos. These allow you to demonstrate your product or service to new visitors visually. And since 84% of consumers claimed they were convinced to make a purchase after viewing a product video, it’s clear this can help you increase conversions.
But that is not all — these videos can also drive a lot of traffic to your site. According to a Wyzowl survey, 96% of consumers looked up a video on a product or service to learn more about it. So if you answer these users’ search intent with your video content, you’ll drive more traffic to your site. And, as we all know, that is the primary purpose of your SEO efforts in the first place!
Google has been using page dwell time and bounce rate as some of the indicative factors of the quality of user experience on a given website. Consequently, these two factors directly affect your website’s Google rankings, but videos can help improve them! So how do they do that?
Considering that 85% of marketers firmly believe video content an excellent way to gain attention online, it shouldn’t be surprising that visitors tend to spend more time on a website with a video clip. Did you ever go to a site and have a peculiar video thumbnail pique your curiosity? Did your finger just itch to press that play button until you succumbed to the temptation and clicked it? Yeah, we feel for you. We too fell victim to that temptation more times than we’d like to admit.
Finally, we understand that not all users will stick to the end of your video, but they will remain on your site longer and will be more likely to interact with it further. And if this direct SEO benefit isn’t enough to convince you, let us throw in a small bonus piece of info — as found by TechJury, embedding a video on your site’s landing page can boost your conversion rates by up to 86%. What a fantastic combo, isn’t it?
If you’re a regular Google user, you’ve undoubtedly noticed an increase in video results appearing on SERPs. These are called rich snippets, and they look something like this:
Their purpose is to better illustrate the content of a web page without the users ever having to click on them. Here’s a short explanation of Google’s rich snippets from one of their webmasters:
“OK, but how can getting featured on rich snippets boost my SEO?” you may ask. What if we told you that these rich snippets increase your chances of ranking higher on Google SERPs? Yes, it’s true! Google has been ranking results with rich snippets higher than those without a one, so this is a straightforward way to boost your clickthrough rate and SEO. All you’ll need is a video on your landing page and to set up a rich snippet on your site. You can do that by following this guide.
This advice applies only to local SEO, but it’s nonetheless vital, particularly for small businesses. When choosing which places to display in localized searches, Google prefers to feature those with extensive information and visuals. Now, most businesses will settle for a short description, some basic info, and a few pictures. But what do you think would happen if you included a video in your GMB page?
You get our point. The most likely outcome would be a substantial increase in your brand visibility on local SERPs, which, in the long run, could help you drive more conversions and raise brand awareness!
If you need help adding videos to your GMB page, you can find a useful guide here.
So, is video good for SEO? Well, our answer hasn’t changed, but any doubts or questions you might have had should hopefully be gone by now! Overall, video is a powerful tool that more and more marketers are utilizing by the day, and the trend is showing no signs of slowing down. But the best part about video is that it not only boosts your SEO but also provides numerous other benefits:
With all of this in mind, would you consider trying yourself at video marketing? After all, you don’t need to be a veteran to build a successful video marketing strategy.
We understand, though, if that is not your cup of tea. If you just want to stick to utilizing the benefits of video on SEO, that’s perfectly fine. And if that’s your goal, you might find our article showcasing eight video SEO tips particularly useful.
Until next time, best of luck to you on your SEO journey!