Companies usually create videos to increase brand awareness, boost user engagement and improve conversions.
But few people know that videos can directly and indirectly increase your search engine rankings.
So, let’s see how video marketing can actually help with your SEO:
Over the past several years, Google has been updating its algorithm to help searchers find the best answer to their questions.
Accordingly, the search engine gives higher rankings to pages with higher quality content.
So, how does Google know which pages are of higher quality?
And one of the aspects that affect the quality of a page is whether or not it has video content. This was confirmed by Backlinko in his list of Google ranking factors.
Here’s what we know:
More videos help you rank better – adding more rich media content such as images and video will help you rank better.
This is what Search metrics concluded in their research about search engine ranking factors back in 2014.
In 2015, the proportion of websites with integrated videos that made it into the top positions fell, but still you can clearly see that there is a correlation.
Time on site, combined with Bounce rate, result in the so–called Dwell time that Google uses as a ranking factor.
The latest research from Search Metrics clearly demonstrates that visitors stay longer on webpages with higher rankings.
The value is much higher in the top three positions, as you can see in the graph.
But how does video help you increase the time people spend on your site?
Video engages people more than simple text and images – it’s no secret that people don’t really read on the web. They scan and skim pages until they find what they are looking for (or don’t).
But they have a totally different way of interacting with video.
According to Forbes Insights, 59% of senior executives prefer to watch a video than to read text. Even if it takes more time.
This occurs because visual information is easier and faster for the brain to process.
The other interesting fact about videos is that, if someone starts watching a video and finds it interesting, they will watch the entire thing.
Watching a video takes more time – people can scan and skim your page in just a few seconds. However, they will need more time to watch your video.
So, let’s say you have a one-minute video on your product page – this means your visitors might browse for up to one more minute on your site.
Imagine what would happen if you added videos on all your product pages. That would increase the time spent on site by one minute for every page that your visitor decides to browse.
As a result of that increased time on site, you will also see an increase in your search rankings.
A high bounce rate is a huge signal that users were unhappy with what they have found on the page.
As such, it is an indicator to Google that pages with a high bounce rate provide less value than pages with low bounce rate.
Or course, this is not always the case when users read an entire page’s content and leave after that because they have found what they were looking for.
Search Metrics clearly points out in their research that pages in the top three positions have lower bounce rates than the rest.
The good thing about a video is that it can help you lower your bounce rate.
Let’s see how you can do that:
Higher conversions equal lower bounce rates – if more visitors add products to their cart, buy or simply browse other pages, this will decrease your bounce rate.
One of the most effective ways to do that is to place call-to-actions inside the videos themselves to get visitors to go to the next page and convert.
Use video as a call-to-action – people will be much more likely to convert or take the next step if you tell them to.
You can implement the call-to-action right inside the video by:
- Including a screen during or at the end of video which indicates what the viewer should do next
- Tell them what they need to do to get what they want – click the “Add to cart” button, go the shopping cart, fill out their details and make an order.
Don’t forget to include your call-to-action button right next to your video to make it easier for visitors to take action.
You don’t want them to have to look for it.
According to Casey Henry at Moz, having a video compared to just text will triple the average number of links you generate for that page.
But why is that?
Let’s take a deeper look.
Videos add more value to your content – video is so much more powerful than just text.
It’s no surprise that one of the sections on The Moz Blog that receives the most links is the Whiteboard Friday section.
This page features videos each Friday in which people talk about the latest trends and tricks in the SEO world, therefore getting people’s attention.
Check out the video below.
You get attention from quality websites – quality content gets the attention of quality websites. And a video has the power to multiply that effect.
One of the best examples of video that generated a massive amount of backlinks in the last few years is DollarShaveClub.com
The video was uploaded on March 6, 2012, and thanks to its great PR/outreach strategy, it soon became viral.
As a result, some major sites starting paying attention to it.
Within hours, it was featured on websites like Mashable, The Next Web, TechCrunch, and later by Forbes and BusinessWeek.
The interesting part is that every single one of those websites linked back to Dollar Shave Club in their articles.
Using video is a great way to boost your search engine ranking.
It will help you increase user engagement and the time people spend on your site while also decreasing your bounce rate and generating more backlinks.
Keep in mind that, in order for this to work, you need to create high-quality videos. Because that’s what will engage users and drive them to act.
Do you currently use videos for your websites? Do they help you with SEO? Let us know in the comments below.