SEO is undoubtedly one of the most powerful tools for improving the image of a business or a brand.
It offers several advantages such as bringing in more customers, improving customer experience, etc. There are also several different techniques by which SEO can be undertaken for a website, such as focusing on clusters, designing for mobile devices, and more.
One of the newer methods SEO analysts are employing to improve the performance of websites is through videos. At the same time, using video content has always been an integral part of strategies that focus on organic growth. According to a study, web pages with video content are 53% more likely to rank on the first page of Google’s search results.
That is why more and more businesses want their SEO analysts to use videos. So, how can a video be used for SEO purposes? That’s what we will be discussing today.
Let’s get straight to it!
Advantages Of Using Video For SEO
1. Better Interaction With Target Audience
Visual tools provide a better user experience for viewers. And with the help of videos, brands and businesses get the opportunity to communicate with their target audience in a more consumable, relevant, and engaging manner. They can also interact with the content creator, as future content can suit specific tastes and preferences.
2. Better Search Engine Rankings
Videos also play a vital role in improving online organic search engine rankings. As mentioned earlier, Google prioritises search results with videos. Users also generally click on video thumbnails results, as viewing videos is easier and faster than reading through lengthy texts. That is why Google favours results with video thumbnails and provides a high ranking to websites with better quality content.
3. Videos Help Other Metrics
Google considers multiple metrics for ranking. More often than not, the quality of the content and its relevance are two of the most important factors to consider. Additionally, two of the most important metrics include the time users spend on the page or site and the number of backlinks. A good quality video helps improve both of these metrics, as visitors spend more time viewing videos on their topic of interest.
4. Helps To Get Listed In Additional Search Engines
Including video in your SEO can increase the chances of getting listed in more search engines, such as YouTube. It is one of the most popular video search engines, and featuring on the site automatically provides entry into other search results. Posting video content on YouTube or similar video websites can also help the brand become visible on various search engines.
5. Videos Indicate The Value Of The Content For Google
While assessing the relevance of your webpage for a specific keyword, Google may also consider objects other than text. These can also include other media such as images or videos. After all, if your website offers quality visual elements, like videos, text and images, the pages become informative and varied, which is great for rankings.
6. Increasing Organic Traffic
Websites like YouTube are a great way to improve the visibility of your business, especially for new users. Those who use third-party sites or social media platforms for hosting video content can then drive traffic to their website. Google also looks at the amount of traffic on your website, and websites with more hits may have a greater chance of further getting new visitors.
7. Video Content Earns Links
Including URLs in your channel information or video descriptions on YouTube or similar platforms can help earn qualified referral traffic. It can also help your outreach and link-building strategy.
And quality backlinks are factors that Google considers to determine search engine rankings. On that note, publishing video content on websites helps increase referral traffic and quality traffic. Such traffic inevitably increases the number of backlinks to your website.
8. Helps Boost The Social Image Of Your Brand
Social media plays a significant role in video promotion and distribution strategy in today’s era. It helps increase the visibility of the content, exposing it to more viewers and providing a boost to SEO efforts. Simply put, videos offer greater visibility for a more significant number of viewers, thereby improving the social media presence of your brand.
9. Videos Help Improve Conversion Rate
Shoppers are more likely to purchase a product after viewing product-related videos, which means that videos can help increase conversions. It is true not only for eCommerce websites but also for informational websites, educational forums, etc. Video content is about five times more likely to drive a conversion than non-video content.
10. It Also Helps Increase Visitor Retention
Search engines like Google pay close attention to how much time visitors spend on a website. Even if many people visit a particular website but are not staying for a long time, the content is of poor quality. On that note, a video may help increase people’s time on a website, as people are more likely to watch a video on the same topic rather than read a text.
The Popularity Of Video Content For SEO
While video content is being touted as one of the latest tools in the toolkit of SEO analysts, it has always been a part of organic search. Google’s rich snippets that contain videos were one of the first things to be listed on Google search result pages.
Google’s search results have also included video thumbnails for several years now, and having your video thumbnail in the search results provides higher visibility for a brand. Nowadays, there is a greater focus on improving organic visibility instead of improving rankings.
That said, Google is constantly striving to improve user experience, and video content is a significant part of that experience. With an ever-increasing number of users looking for videos on various topics, Google rewards websites that offer such content.
The search engine giant values and prioritises video content with interactive video-rich elements, so the video can be highly beneficial for SEO purposes.
Video In Search Algorithms
Google has been tweaking its search algorithm over the years to provide more informative and engaging experiences online. With video thumbnails and carousels taking over the site, interactive video-rich elements are becoming more significant organic search results.
Snippets that contain video thumbnails were one of the first instances of videos appearing in organic search results. Google is now shifting away from individual video thumbnails in organic search results and beginning to prioritise the use of carousels since introducing them in 2018.
More recently, you may have noticed how search results sometimes provide a video carousel for Google searches. These video carousels are bundles of relevant videos that enable searchers to view more than one video from the result page.
That said, around half of Google’s searches now lead to video carousels.
Carousels generally include ten videos on related content horizontally scrollable per search. The first three videos are the most visible here, and the rest come into view after scrolling. Additionally, where relevant, videos appear next to organic listings in the form of a thumbnail.
The Role of YouTube In SERPs
YouTube is the world’s second most visited platform and the second largest website in the world. It is also the most significant video contributor to search engine results. On that note, Google’s algorithm automatically selects content from YouTube over alternative video platforms for displaying video in search results.
It is also worth noting that YouTube has between 97%-99% market share of the video carousels or snippets on the search engine results page. That is why videos hosted on YouTube invariably perform better in search results. Additionally, users generally trust videos posted on YouTube than other video hosting platforms.
The Effectiveness Of Video For SEO
Video content is essential for Google because users are attracted to video content more than written content. At the same time, Google aims to use videos to provide a seamless user experience. On the other hand, businesses and websites that incorporate videos into their online strategy can take advantage of higher visibility rates.
Not only that, websites that offered high-quality video content and optimised content will benefit from increased traffic, conversion rates, and higher ranking in SERPs. However, the critical thing to remember here is that not all video content can enhance SEO efforts.
For instance, adding a random video to your webpage may not result in higher rankings. The videos should be relevant, informational, educational, purposeful, and entertaining. It means that only good quality video content can be effective for your website.
Indeed, poor quality video content can lead to visitors shifting away. If the bounce rate becomes too high, Google will be alerted that the video on the website contains irrelevant or poor content that is unhelpful to viewers. Google will then reassess the site’s visibility and reduce the ranking of the content in the search results.
At the same time, quality video content will help provide your website with improved rankings, thereby increasing the number of visitors to your website. Additionally, it can also increase the click-through earnings of the site.
Therefore, we can say that for your SEO efforts to be practical, the quality of the video has to be excellent.
How To Use Video Content For SEO
Here are some of the best ways to incorporate video content into your marketing strategy for effective results.
1. Conducting video SEO keyword research
A significant part of video SEO strategy overlaps with organic keyword research processes. However, you can also make use of YouTube-specific tools. These include YouTube suggestions, beta analytics tools, YT Cockpit, and many others.
2. Creating Good Quality Content
As mentioned above, good quality content is essential for effectively utilising video for SEO purposes. The simplest way to do this is by creating videos that are better than those produced by the competition. Some helpful tips for doing this include keeping the videos short, making eye-catching thumbnails, ensuring memorability, and so on.
3. Optimising Videos For SEO
Once you have created high-quality video content, it is time to optimise it for boosting your SEO efforts. This can be done in several ways, such as injecting keywords naturally in the title, using keywords in the video description, taking advantage of keyword tags, and optimising the metadata.
4. Promotion On Social Media And Other Platforms
One of the best ways to promote your video and increase viewers is social media platforms. Good quality video content tends to get a more significant number of viewers quickly, which in turn helps other viewers discover the content. Users also actively share content they find interesting, which results in more backlinks to your website.
5. Utilising Analytics For Improving SEO And UX
It is always recommended to keep a tab on the videos you create and post on various platforms. Continuously tweaking and refining them is a part of the SEO process and helps improve the user experience. Analytics will help you view and understand some of the critical parameters, such as the completion rate of the video, total watch time, and session watch time.
Optimising Videos For SEO
Video content has always been a part of the organic search process. However, there is undeniably a greater emphasis on video content for SEO purposes in the current era. There is a gradual trend in which businesses are shifting towards organic visibility instead of improving rankings. In such cases, good quality video content is becoming ever more critical.
We hope this guide has provided you with adequate information about effectively utilising video content for SEO efforts.
The vital point is to ensure that the content is engaging, relevant, and works with the business’s branding. After all, video content can be helpful for SEO only if it is helpful for the viewer. That said, consistently developing high-quality video content can boost brand familiarity, increase click-through rates, and lead to greater conversions.
With these things in mind, go ahead and create videos to boost your online presence today. Until next time!