We know that just by using video on your website you can boost your Google rankings, but how does video help boost your SEO?
We know that Google prioritises sites that have video content, and has been for a number of years now. This is because the audience loves video, and in turn Google loves video, too. But there’s a little more going on than just that….
Why is SEO important anyway?
It’s reported that 93% of online experiences start with a search engine.
That’s more than 9 out of every 10 sessions that someone starts by heading to their search engine of choice, typing in what they’re searching for, and pressing the enter button.
And each and every time someone does that, they’re presented with page after page of results for that search term. Hundreds, if not thousands of results, at their fingertips in an instant.
So out of all the results returned, the user typically only looks at the first 10.
That’s a tiny percentage of the total search results. And that’s exactly where you want to be. So in all honesty, you need to do everything within your power to appear on that first page.
So, how DOES video help SEO?
1. Increased Dwell Time
Dwell time is the amount of time a user spends on your site. And it almost doubles when you have video on there. Usually this is because the user spends an extra minute or so sitting and watching the video before searching for other information on your site.
These increases in our dwell time tell search engines that your website is worth hanging out on, thus worth ranking hire.
2. Decreased Bounce Rate
The bounce rate is the number of people who click on your site and then immediately click off again. It’s also metric that inversely correlates to our increases in dwell time.
The benefits we see to this metric are again usually because the user will spend more time watching your video before clicking off and going elsewhere.
Get your video content right, and they may spend a little more time looking at some of your other content. They might even check out your products or services. Maybe even your contact details if they want to reach out directly after watching your video!
By decreasing our bounce rate we tell search engines that there’s something worth looking at on your website because users aren’t immediately clicking away. And once again the search engines will reward you in kind by ranking you higher.
3. More Backlinks
The better your video content, the more likely it is that other people will link to it. These are what we call backlinks.
Now to really make this work you’ll need more than just one video on your website. Very few people are going to want to link to the intro video on your homepage! Instead, try creating a video blog or a series of video tips. People love these kinds of videos and will want to link back to them.
The more backlinks you have, the more you and your website are seen as an authority in your field. So create content that people will want to link back to and share with their audiences!
4. Improved UX
UX – short for User Experience – is something else that is becoming increasing important to search engine results. And thankfully, video really helps to improve the UX of your website.
UX is something that is massively misunderstood by a lot of digital marketers, but in its simplest form can be summarised as the following:
UX is how the user feels as they use, browse and interact with your website.
Get your colours, graphics, menus and layout right, and the user will love browsing your site. They’ll find it simple and intuitive, quick and responsive, and spend more time on there, leading to increased dwell times.
Get it wrong, and they’ll hate using your site. And we’ll likely see an increased bounce rate too!
Okay, but how does video help improve the UX as well as SEO?
If you’re on a website, and you see a graphic with a play button floating on it, you’re most likely going to click it and watch that video.
It’s simple. It’s intuitive. And it works.
Users like that, and so do search engines. So start embedding those videos into your website!
A quick word of caution, however….
Embedded video can also be very resource-intensive on both the users hardware and internet connection. This could potentially lead to slow page-load times. So don’t overload too many videos on one page.
If you’re a WordPress user, you can take a look at this awesome workaround that we use here at Firebrand Video to keep things speedy!
The Simple Video for SEO Strategy
So here’s a completely FREE video strategy that you can use to improve your SEO with your video content today. It’s simple, straightforward, and in many ways benefits your SEO in the same way that having great written content on your blog does.
So follow these 5 simple steps, and see your websites SEO improve thanks to the video content you’re using.
1. Install Google Analytics
If you haven’t done so already, make sure to install Google Analytics on your website. This allows Google to see all the traffic coming in and out of your site to help them rank you better. It also gives you a look at the behaviour of the people finding your site so you can get a better understanding of how they use it and where you might be able to make improvements!
2. Create Your Video Content
3. Upload to YouTube
Now YouTube might not be the best place to post your content – it’s unlikely that your target audience is looking for your content on there! But YouTube is the world’s 2nd biggest search engine, behind only it’s parent company Google, so it’s definitely where you’ll want to host the videos you embed into your website.
This is also partly because YouTube “sees” that your content has been loaded from the embed, and it helps to rank the content higher on there, and also higher on Google.
Make sure you fill out the title, description and keywords properly, and create an attention-grabbing thumbnail. This will again help boost your YouTube SEO and Google SEO for the video alone, without even touching your websites SEO at this stage.
And don’t forget to include a backlink in the description to both your websites homepage and the page you’ll be embedding the video on!
4. Embed Content to Website
Now your video is on YouTube, you can embed it into your website. There’s some code you can copy and paste, or alternatively WordPress users can use this handy workaround to ease load-times.
Again, make sure the title, description, keywords and any other metadata are properly completed on this page to make it easier for Google to find. It doesn’t like pages with just a video and nothing else.
5. Publicise Your Video!
Now comes the time to promote, promote, promote.
You can create short clips from your video to act as teasers, you could use a screen-grab, or you could just make a text post. But use your social media channels to drive traffic to the video on your website. You could have the greatest video in the world, but if they don’t know it exists they’ll never watch it!
And you’ll never receive those SEO boosts you’re looking for….
So how does this strategy work?
The posts we use to publicise the video, and the description on YouTube, all provide backlinks to your website, thus helping boost credibility of your content.
The people clicking the link will then hang around for a while as they watch the video, thus increasing dwell time and reducing bounce rate.
And the more people that click through – and load your video from YouTube – the more search engines will reward you by ranking you higher.
And now we know how video does help to boost your SEO, you can start to use it more strategically to attract even more customers to your business.