These days, any website or business that wants to (at least) make it to the first page of SERPs should expand to video content creation. Google and other search engines now recognise the growing popularity of this media type and have prioritised it in their search results, including AI Overviews and featured snippets. This shift shows that people consume digital information visually rather than read written content. If you want to enhance your online visibility, incorporating video production into your SEO strategy can make a huge impact.
Why Video Outperforms Text for SEO
User Engagement & Dwell Time
Compared to text-heavy content like blogs, videos have the power to hold for longer a viewer’s attention.
- Webpages or online platforms with videos or are video-based, like TikTok see an increased in time spent on a site.
- Engaging videos have little to no bounce rates; most people stay until the end of a video, especially short-form ones.
Enhanced User Experience (UX)
Which is easier to digest, a long-form explanation about mobile-first design or a video of it and how it works? You’re likely to choose the latter.
- Combining audio and video caters to different learning styles
- Video content is easier to consume on the go, especially for mobile users.
Higher Click-Through Rates (CTR)
Between a video thumbnail and a text heading, you’re most likely to click the former.
- An interesting and compelling thumbnail attracts more clicks over others.
- Higher CTRs can boost search rankings over time.
Increased Shareability and Backlink Opportunities
- Videos, particularly funny ones, have more chances of being shared and linked to than text content.
- Viral videos became viral not just because of likes and reactions but also the number of times shared, effectively expanding your reach.
- Each backlink or share makes your website authoritative in Google’s eyes.
Building Trust and Brand Authority
If you want to connect with prospects and clients, create a video about the company and the team. It’s easier for people to trust if they have a face to the name.
- Seeing, hearing, and knowing there’s a real person behind a brand build’s credibility.
- Churn out consistently high-quality video content and gain a reputation as an industry leader.
Addressing Search Intent
Videos can directly answer user queries, which aligns with their search intent.
- There’s immediate value to gain from how-to and explainer videos.
- When search intent is satisfied, SEO metrics and user satisfaction are also satisfied.
How to Effectively Use Video SEO
- Keyword research: Focus on long-tail keywords for video content and use them effectively.
- Optimise metadata: Include primary keywords in your title and description and use SEO-friendly tags.
- Transcriptions and closed captions: Add them to your videos to reach a wider audience and improve SEO indexing.
- Technical video SEO: Help search engines understand video content through schema markup.
- Encourage engagement: Get viewers to like, subscribe and share your videos to increase engagement and foster community.
- Promote and distribute: Strategically share videos across different social platforms, especially where your target audience is.
Video content has now become a vital part of effective SEO. It can boost engagement, improve user experience, and meet search engine priorities. With this in mind, invest in professional video production to boost your online presence and discoverability. Digital Distinct is the company to trust to help you create compelling, results-driven video content.
