Video has a huge positive impact on getting, retaining, and pleasing customers. Retailers cite a 40% increase in purchases as a result of video. What you may not have considered is the added SEO value of hosting videos on your site. In this article, Boost shares three ways to squeeze as much SEO juice from video as possible:
1. Great user experience means lower bounce rates
Providing value and a great on-site customer experience is generally rewarded with better search rankings. Many find video content engaging, interesting, or entertaining, so user experience is better and bounce rates are lower.
Bounce rate is one indicator search engines use to determine page quality and keyword relevance. If enough users quickly push the “back” button after clicking a search result, that result will eventually be demoted. When there’s a video component to your content, it takes customers longer to evaluate relevance to them.
Consider this example after searching on “how to tie a bow tie.” It’s immediately obvious from the text within the video that the result is relevant, but we will have to watch some of the video before deciding if the content is high quality. We cannot bounce as quickly as if we were scanning text.
2. Video helps your rankings and CTR
Video can help you rank on new keywords you wouldn’t have otherwise ranked on, garner more attention when you do rank, and can increase CTR on your organic listings.
For some keywords, there’s less competition to rank well in the video search results than web search results. In other instances, you can get your video to rank on the regular search results page where you otherwise wouldn’t have ranked with text-only content. Better yet, video results are eye-catching and garner more attention and clicks than text, according to Adobe.
Take a look at this example search on “how to tie a tie.” The videos push the text-only results down the page.
3. Video can drive in-bound links
High-value video can drive inbound links simply by the merits of its quality and social shareability. If you get a lot of social media shares, you may get lucky and pick up extra press from trusted news sites and blogs featuring your video and linking to it.
Volvo got high-quality inbound links with their “epic splits” video which was compelling enough that Forbes linked to it.
Search engines rely on inbound links as “votes” of the quality of a page, so authoritative inbound links are gold for SEO.
Where to go from here
- Create more video content than ever before. Accompany your text posts with video. An estimated 80-90% of global consumer Internet traffic will be video traffic by 2019. It’s time to develop processes to ramp up video creation to meet consumer demand while building SEO equity with video.
- Develop strong SEO practices for your videos. Conduct keyword research and insert keywords into video descriptions. Utilize a video sitemap so search engines can index your videos. Don’t forget to tag videos!
- Get your videos in front of potential customers, bloggers, and editors using paid advertising to gain traction. You can reap the long-term benefits of shares, inbound links, and perhaps gain free press from authoritative sites. Here are a few quick YouTube advertising hacks to get you started.
Putting it all together
These are just a few ways to squeeze SEO juice from video. As search behavior evolves and more users take to voice search, we can expect the value of video to increase. Voice search-activated digital assistants like Siri can’t simply bypass your site and use your text content to provide an audio answer without actually visiting your site. Get ahead of the curve and accelerate your SEO strategy with video!