Why Video is Great for SEO

Standing out and getting noticed in the modern, noisy digital age isn’t easy. But there’s one tool that can really help you cut through and boost your search engine optimisation (SEO)

Video content not only engages audiences but also ticks many of the boxes that search engines look for when ranking websites. With search engines placing increasing value on user engagement and quality content, video has emerged as a medium that really captures attention. Whether it’s a short tutorial, an explainer video, or an engaging product showcase, videos keep users on your site longer and encourage meaningful interaction.

Increased Engagement and Dwell Time

One of the most important factors influencing your site’s SEO performance is user engagement. Video has been proven again and again to capture and hold a visitor’s attention. Research shows that users spend an average of 88% more time on websites with video compared to those without. This increase in dwell time – the amount of time a user spends on a page before returning to the search engine – sends a strong signal to search engines like Google that your content is relevant and valuable.

For example, imagine landing on a page filled with text versus a page that includes an engaging video summarising the same information. Most users are more likely to watch a video than read long paragraphs. 

Videos can deliver information in an easily digestible and entertaining way, encouraging users to stay longer.

Videos also help reduce bounce rates, another important metric for SEO. If visitors leave your site quickly, search engines may perceive your content as irrelevant or of low quality. By including videos, you can capture your audience’s attention and guide them deeper into your website, which can positively impact your rankings.

Higher Click-Through Rates

Video content doesn’t just work wonders for your website’s performance; it can also give your content a boost in search engine results pages (SERPs). One key advantage of video is its ability to increase click-through rates (CTR). When video is integrated into your strategy, search engines often display video thumbnails alongside your link in the SERPs, making your result far more eye-catching and likely to receive clicks.

For instance, if someone searches for how to bake a cake, they’re more likely to click on a search result with a thumbnail showing a step-by-step video rather than just a plain-text result. An engaging video thumbnail serves as a visual cue, drawing attention and differentiating it from competitors. This can lead to higher CTRs, which search engines interpret as a sign of quality and relevance.

Platforms like YouTube, the world’s second-largest search engine owned by Google, offer great opportunities for brands to gain visibility. A YouTube video with the correct title, tags, and descriptions can appear prominently in Google’s search results, offering an extra avenue to drive traffic to your website.

Backlinks and Social Shares

Another significant benefit of video is its potential to generate backlinks and social shares, both of which are critical components of a strong SEO strategy. High-quality video content is more likely to be shared on social media platforms, blogs, and other websites, providing opportunities for your site to earn valuable backlinks. Backlinks are links from one site to another – they can be seen as votes of confidence from other sites, signalling to search engines that your content is trustworthy and authoritative.

Video has the potential to go viral. A creative or informative video can gain rapid traction, leading to widespread sharing across multiple platforms. Whether it’s a how-to guide, a product demo, or an emotionally resonant campaign, video content can resonate with audiences, prompting them to share it with their networks. To help this, social media algorithms often prioritise video content, making it more likely to appear in users’ feeds.

Video has become an indispensable tool for anyone looking to improve their SEO and enhance their online presence. From increasing engagement and dwell time to boosting click-through rates and encouraging backlinks, the benefits of video are too significant to ignore. As search engines prioritise user experience, integrating video into your digital marketing strategy can give you a competitive edge and help you stand out in a crowded online space.

If you haven’t already started using video as part of your content strategy, now is the perfect time! You could begin by identifying opportunities where video can add value, whether it’s showcasing your products, explaining complex ideas, or entertaining your audience.

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