Video and SEO: Why Video Is Vital to Your SEO Strategy

Marketing Advice - 07.12.23
Transparent computer with man pointing finger to play video

In the last few years, video has literally taken over the internet. A recent Zight report shows that 82% of web traffic is currently attributed to videos, which have surpassed text, images, and audio when it comes to users' preferred form of content. This means that four out of five individuals regularly watch videos on platforms like YouTube, Facebook, Instagram, TikTok and more. Apart from being the most engaging form of online content, video also serves as a powerful tool for Search Engine Optimisation.

In this blog, we'll delve into the reasons why video is indispensable to your SEO strategy, exploring how it helps your website gain visibility on search engines and why giants like Google place a premium on video content.

So how does video improve SEO?

Video content significantly enhances SEO by engaging and retaining website visitors. Unlike text-only pages, videos capture attention swiftly, encouraging users to spend more time on your site. This increased dwell time signals to search engines that your content is valuable and relevant, positively impacting rankings. 

Additionally, videos contribute to a diversified content strategy, appealing to a broader audience and improving overall user experience. The dynamic nature of videos also makes your content more shareable, amplifying its reach and potentially generating valuable backlinks. 

By providing a compelling and interactive element, video content not only aligns with modern user preferences but also aligns with search engine algorithms, ultimately boosting your website's visibility in search results. Let's explore why incorporating video is crucial for your SEO strategy.

1. Capturing Attention and Reducing Bounce Rates

Video content has the innate ability to captivate audiences quickly, encouraging them to stay on your site for longer periods. Google's algorithms take into account user engagement metrics, such as the time spent on a page and bounce rates. By incorporating videos, you increase the chances of visitors staying on your site, signalling to search engines that your content is valuable and relevant.

2. Diversifying Content for Better Rankings

Search engines prioritise diverse and high-quality content. Videos add a dynamic element to your website, complementing text-based content. When search engines observe a mix of media types, they are more likely to rank your site higher, as it caters to a broader range of user preferences.

3. Enhancing User Experience

User experience is a key factor for SEO success, and video significantly contributes to a positive browsing experience. Whether it's a product demonstration, tutorial, or an engaging story, videos provide users with a richer and more interactive experience. Google prioritises websites that deliver a seamless and enjoyable experience to users.

4. Optimising for Featured Snippets

Google often displays featured snippets, and video content is a key player in earning these coveted positions. By creating informative and concise videos that answer common queries, you increase the likelihood of your content being featured at the top of search results, driving more organic traffic to your site.

5. Mobile-Friendly and Shareable

With the increasing prevalence of mobile devices, optimising your website for mobile users is key. Videos are inherently mobile-friendly and easy to share across various platforms, contributing to a broader reach and increased social signals—both of which are positive signals for search engine algorithms.

6. YouTube and Google’s Love for Video

Google, being the parent company of YouTube, has a vested interest in promoting video content. YouTube is the second-largest search engine globally, and Google integrates YouTube videos into its search results. Including video content on your website enhances your chances of visibility on both Google and YouTube, exponentially expanding your online reach.

Optimising video for SEO

If you want to ensure maximum visibility, it’s important to optimise your videos for SEO, and that involves several key strategies. Here's a brief guide:

Keyword Research:

  • Identify relevant keywords for your video content.

  • Use tools like Google Keyword Planner to find terms with high search volume.

Title and Description Optimisation:

  • Craft a compelling, keyword-rich title for your video.

  • Write a detailed, keyword-optimised description, providing context and relevant information.

Thumbnail Optimisation:

  • Create an eye-catching thumbnail that accurately represents your video.

  • Use high-quality images with minimal text.

Transcriptions and Closed Captions:

  • Include accurate transcriptions for your videos.

  • Add closed captions to enhance accessibility and provide more text for search engines to index.

Video File Optimisation:

  • Use an SEO-friendly filename for your video.

  • Compress video files to ensure faster loading times.

Choose the Right Hosting Platform:

  • Host your videos on reputable platforms like YouTube or Vimeo.

  • Optimise your video settings on the platform, including title, description, and tags.

Engage Viewers with Quality Content:

  • Create high-quality, engaging content that encourages viewers to watch until the end.

  • Monitor audience retention metrics and adjust content accordingly.

Promote Social Sharing:

  • Encourage viewers to share your video on social media.

  • Social signals can positively impact SEO.

Schema Markup for Videos:

  • Implement video schema markup to provide additional information to search engines.

  • This helps search engines understand the content of your video.

Create Video Sitemaps:

  • Generate a video sitemap and submit it to Google Search Console.

  • This helps search engines index your videos more efficiently.

Monitor and Analyse Performance:

  • Use analytics tools to monitor the performance of your videos.

  • Track metrics such as views, watch time, and engagement to refine your strategy.

By implementing these optimisation techniques, you can enhance the discoverability of your videos and improve their rankings in search engine results, ultimately driving more organic traffic to your website.

So, does video help SEO?

We have extensively covered the role videos play in SEO success and the key reasons for integrating videos into your SEO strategy. From capturing attention and reducing bounce rates to diversifying content for better rankings and optimising for featured snippets, videos prove instrumental in enhancing the user experience and overall website visibility. 

If you're interested in discovering the advantages of adding videos to your strategy, reach out to our specialists at Together Video Let's discuss how incorporating video can elevate your marketing efforts, reaching a broader audience.