If you have a website, you’ve likely invested somewhat in search engine optimization, or SEO (where your website ranks on search engine result pages like Google). After all, what good is your website if people can’t find it? But did you know that video is just as important for your SEO as the written content on your website? Here are some of the ways video boosts your SEO.
Having video on your website improves your rank on SERPs, or search engine result pages. Google now values quality content over keyword optimization, so having a mix of media types on your website tells the search engines that your page contains content relevant to search requests, ranking you higher. With YouTube being the second most visited website after Google, it’s important to host your videos on YouTube so you appear in searches on both sites. And since Google owns YouTube, YouTube videos rank more frequently in Google’s top 10 than other videos.
Video also helps your SEO by increasing your click-through rate, or CTR. CTR is the ratio of users who click your links to the total number of users who view them. Consumers are demanding video in search results, so it comes as no surprise that an aimClear study found that search results with video have a “41% higher click-through rate than plain text.” And it’s not just search results that see an increase in clicks. Videos in email marketing and social media posts also see an increase in CTRs.
One of the most important factors of SEO is your bounce rate. Your site may be getting clicks, but if visitors are leaving immediately after clicking, your ranking will suffer. Google takes into account your website’s “dwell time”, or how long visitors are staying on your site. Embedding video on your site is one of the best ways to increase dwell time. A study by comScore of retail sites shows that “visitors who view video stay two minutes longer and are 64% more likely to purchase than other site visitors”.
Backlinks, or links from external websites that lead to your website, are an essential part of the SEO process. The more backlinks you have, the higher your ranking. Having quality content on your website prompts people to share links to it, and video is shared more often than any other type of content, making it great at providing quality backlinks. By having video on as many platforms as possible, you’ll increase your reach and share-ability.
Are you using video as a part of your marketing and SEO strategies? Video is continuing to increase in popularity and accessibility, so now is the perfect time to get involved and grow your business.
-Your Friendly Neighborhood Video Consultant