Are you using video to compliment your SEO?

The Influence of Mobile Search

Another reason video is so important is the proliferation of mobile search. A large portion of searches are now conducted on mobile devices, and it is much easier to watch a video on the go than to read a long text. According to Statistica; 96% of people watch all-form videos on a weekly basis, and 25.7 watch how-to videos. Think about it—would you rather read a long article while walking down the street or watch a quick video? This mobile trend makes video an even more attractive option for engaging your audience

Why Google Loves Video Content

Google’s search results increasingly include video content, demonstrating the importance of video in SEO. Videos are engaging, keep users on a page longer, and frequently prompt them to explore related content. Google notices when viewers spend a significant amount of time watching a video, indicating that it contains useful information.

Another reason why videos rank highly is their ability to generate inbound links. YouTube, with a Domain Authority (DA) of 90, is a powerful platform that can generate high-quality backlinks to your website, which is essential for SEO. However, it is not just about having a video; it is about having a video that captures and holds your attention.

The Changing Landscape of Content Consumption

YouTube has grown to become the second most popular search engine after Google. This shift is not accidental; it is the result of a fundamental shift in how people prefer to consume information. A well-crafted video can deliver the same information as a lengthy article in a fraction of the time. Given this preference for video, the likelihood of someone reading a 2,000-word blog post is low. In fact, only one out of every 1,000 readers is likely to read all the way through such a lengthy post.

This change in user behaviour is critical for SEO consultants to understand. People prefer to scan text rather than read it thoroughly, which is why video can be an effective tool for engaging and keeping audiences interested. When you have established yourself as an SEO expert, people may be willing to read your entire post because of your credibility. However, video can reach a larger audience and keep them interested for longer.

Why Video Is Good for SEO: Unlocking the Power of Multimedia

If you have ever wondered why video appears to be taking over the internet, you are not alone. Videos are ubiquitous, from social media to corporate websites to blogs, and they appear to be multiplying by the minute. 44% of global internet users watch videos monthly, with Youtube accounting for 1.2 billion users globally, so, what is the fuss about? In this blog post, I will explain why video is more than just a trend and how it can help your website’s SEO. By the end of this guide, you will understand how video can improve your site’s visibility, engagement, and, ultimately, search engine rankings.

What Is SEO, and Why Does Video Matter?

SEO, or search engine optimisation, refers to the process of increasing your website’s visibility in search results. When a user types a query into Google, Bing, or another search engine, SEO determines which websites appear at the top of the results. The higher your website ranks, the more likely people will click on it.

Videos are important in SEO because they engage users in ways that text and images cannot. Search engines value content that keeps visitors on your website, and video does exactly that. When people watch videos, they tend to stay longer, interact more, and share the content. All these factors contribute to better SEO.

Videos Increase Dwell Time and Reduce Bounce Rates

“Dwell time” refers to the amount of time a visitor spends on your website after clicking a search result. A “bounce” occurs when someone clicks on your website and then quickly leaves. High bounce rates are a red flag for search engines; they indicate that your content is not relevant or engaging enough to keep visitors coming back.

Videos can significantly increase dwell time because they are naturally engaging. A compelling video can capture and hold your attention for several minutes or more. This additional time on your website sends a positive signal to search engines, indicating that your content is worthwhile.

Example: How-To Videos

Suppose you have a DIY blog. A written tutorial on how to build a birdhouse could keep someone interested for a few minutes. However, a video demonstrating the step-by-step process can keep them on your website for much longer. Plus, videos are easier to follow for many people, leading to a more enjoyable experience.

Video Content Encourages Social Sharing

Search engines use social signals such as shares, likes, and comments to rank websites. The more people share your content, the more credible it becomes in the eyes of search engines. Videos are extremely shareable, frequently going viral on sites such as Facebook, Twitter, and LinkedIn.

Example: Brand Storytelling

Brands that use video to tell their story or showcase their products frequently experience an increase in social shares. Consider a small business that produces a behind-the-scenes video demonstrating how it makes its products. If the video is interesting and well-produced, it will quickly gain traction on social media, resulting in increased traffic to the company’s website.

Video Improves Click-Through Rates in Search Results by 20%

When people search for something online, they are more likely to click on a result with a video thumbnail. These thumbnails stand out among a sea of text-based search results, capturing users’ attention and enticing them to click. A higher click-through rate (CTR) can improve your SEO. 88% of global marketers saw a high click through rate when they used video content

Example: Product Demonstrations

Imagine you are looking for a new laptop. If you see a search result that includes a video thumbnail of someone demonstrating the laptop’s features, you are more likely to click on it than a plain text link. This visual appeal is a major reason why videos can increase CTR and, consequently, improve SEO.

Videos Can Be Optimised for Search Engines

Videos, like text-based content, can be SEO-optimised. This is known as “video SEO,” and it involves using keywords, descriptions, and tags to increase the discoverability of your video. When you optimise your videos, you improve their chances of appearing in search results and on platforms such as YouTube.

How to Optimise Your Videos

  1. Use Related Keywords: Include keywords in your video’s title, description, and tagline. These keywords should match what people are searching for.
  2. Make Descriptive Titles: Your video title should be straightforward and descriptive. Avoid clickbait and instead focus on accurately describing the content.
  3. Write a Detailed Description: A well-written video description adds context and helps search engines understand what the video is about.
  4. Add Tags: Tags are like keywords but more flexible. Use a mix of broad and specific tags to increase your video’s discoverability.
  5. Include Closed Captions: Closed captions not only make your video more accessible but also provide additional text that search engines can index.

Videos Boost User Engagement and Conversions

User engagement is a critical component of SEO. The more engaged your visitors are, the more likely they are to stay on your site, browse other pages, and eventually become customers. Videos are highly effective at increasing engagement because they provide a dynamic and interactive experience.

Example: Testimonials and Case Studies

If you are selling a product or service, video testimonials and case studies can be effective tools. When potential customers see real people sharing positive experiences, they are more likely to trust your brand. Increased trust can lead to higher conversion rates, which benefits both your business and your SEO.

Conclusion: Video Is a Powerful SEO Tool

You should now have a clear understanding of why video is so important for SEO. It increases dwell time, lowers bounce rates, promotes social sharing, improves click-through rates, and boosts user engagement and conversions. All of these factors contribute to higher search engine rankings, allowing your website to become more visible.

If you’re not already using video as part of your SEO strategy, now is the time to start. You don’t need a Hollywood budget to create effective videos. A smartphone, some basic editing software, and a bit of creativity can go a long way. So, grab your camera, start filming, and watch your SEO soar.