The popularity of videos on the internet is undeniable. According to a report from Cisco, by 2021, 82 percent of all internet traffic will be video. This phenomenal growth is simply because videos are engaging, can convey complex messages in an easy-to-understand manner, and are shareable across multiple platforms. However, videos also have a significant impact on search engine optimization (SEO), something every digital marketer should consider when creating a video-based content strategy.
The Impact of Video on SEO
1. Improved Organic Search Ranking
Online videos have a direct impact on your website’s search engine rankings. Search engines like Google want to offer their users the best user experience. By integrating videos on your website, it does not only increase the visitors to your site but as well, the amount the time visitors spend on your website. This signals search engines that your website has useful information and is valuable to readers. The more people are engaged with your video content, the higher your website will rank naturally in search engine rankings.
2. Video Content appears in Search Results
One of the best things about videos is how they can instantly capture attention. Videos are a form of content that can be easily embedded in search results; this means that a well-optimized video can make it easy for prospective customers to find your content. To expand your reach, include quality keywords in the file name, description, and video tags.
3. Better Optimization of Landing Pages
Landing pages with videos have better conversion rates than those without. A video can quickly convey your products/services, help to reduce bounce rates, make it easier to explain complex ideas, and boost engagement. These conversions impact your search ranking since Google indexes pages with a longer dwell time more favorably. Additionally, embedding video from external resources like YouTube or Vimeo increases search visibility, provides an interactive product experience, and contributes to stronger brand recognition.
4. Video Sharing and Links
The more people share and embed your content, the more popular it becomes, and the more your website will rank favorably in search engine rankings. This is simply because sharing creates high-quality backlinks, one of Google’s favorite ranking factors. When your video is useful, it increases the likelihood of shares. Additionally, if your video is embedded on other websites, this creates an inbound link to your site, which ranks you higher in search results.
5. Video Descriptions
Google spiders crawl through videos descriptions to find ranking signals. In video descriptions, viewers and search crawlers can quickly grasp the video’s content and relevance. Ensure that your video descriptions have accurate and optimized titles, tags, and transcripts. Optimizing your descriptions for keywords can increase search visibility and help Google understand the context of your content.
6. Rich Snippets
Rich snippets, also known as schema markup, highlight specific content from a webpage or video. They provide an example of the video’s content and other features, making it easier for users to understand the context of your video content. Rich snippets show up in SERPS and can capture the viewer’s attention and drive more traffic to your website.
Q: How do I optimize my video for SEO?
A: Optimize your video for SEO by ensuring that your file name, description, and video tags include quality keywords. Add a transcript of your video content, optimize your video’s title and tags, include links to your website from the video, and ensure that your video speed does not slow down your website.
Q: What type of video is best for SEO?
A: Videos that are engaging, informative, and that provide value to the viewer are best. Think about the specific problem your audience is facing and create a video that solves it. Ensure that your video is high-quality and that its length is optimized for your audience because Google considers average video watch time a ranking factor.
Q: Should I embed my video on my landing page?
A: Yes. Having videos on your landing page improves engagement, reduces bounce rates, increases time spent on-page, and enhances your conversion rates. This positively impacts your SEO since Google ranks sites that offer high-quality content favorably.
Q: What is the best way to optimize my description for videos?
A: The video’s description should be accurate, relevant, and engaging. Use keywords that align with the search intent of your audience, and ensure that it’s easy to understand the video’s content. Add a transcript of your video content and add links to lead viewers back to your website.
Q: Is there a best practice video length?
A: There is no ideal video length. However, videos that are too long can decrease your video’s engagement and increase your bounce rates. Aim to create a video that holds the viewer’s attention, entertains and informs, and gets your message across within 1-2 minutes.
To maximize your SEO, integrate video content into your digital strategy. Videos significantly impact your website’s search visibility, influence users’ behavior on your site, and create quality backlinks. For the best results, optimize for SEO by adding a transcript, keywords, descriptions, and an engaging thumbnail, among others. By creating and optimizing quality video content, you can enjoy higher search rankings, more organic traffic, and engage your audience across multiple platforms.