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Lots of SEO experts and video studio owners share a variety of opinions on how video content can impact a website's ranking in search results. Videos are becoming an important tool in digital marketing, especially for certain industries. The question of how to use video to improve SEO is faced by every website owner who seeks to improve the visibility of their resource.
Many users prefer to watch videos, and there are entire areas of business where video content is an integral part of promotion: education, entertainment, technology, etc. In these areas, the presence of video on a site can significantly increase its competitiveness. At the same time, there are niches where video content plays a less important role, such as in design and production.
Often, customers ask to create a video that will help improve the site’s position in search engines. But is it really possible to guarantee that after posting such content, the site will definitely improve its position? And how can you make video content actually deliver SEO benefits?
The presence of video content on a page in the code of the page itself does not have a direct impact on positions in search results. The main factor that can help improve rankings is user behavior. If visitors spend more time on a page where a video is posted, this signals to search engines that the content is of high quality.
“If 90% of users start watching videos, it impacts time on page, which is one of the biggest drivers of ranking,” says one expert.
However, it is important to understand that having video content on a page that is not technically optimized will not affect the site's ranking. To get the maximum benefit from video content, you must first perform high-quality on-page optimization of the site.
According to another specialist, there are no official statements from search engines confirming that video content directly affects rankings, but pages with videos are more likely to have a high usefulness score, which directly affects their ranking. This is especially true for queries that imply the presence of a video, for example, “watch a video” or “how to do it.”
With the development of video shooting and editing technologies, it has become possible to create various content formats. The success of your content in search results depends on what video format you use.
For online stores, the best option is videos with product reviews, testing and product comparisons.
For educational websites and online courses, creating video lectures or screencasts is suitable.
For “About the Company” sections on corporate websites, it is often enough to create a high-quality slide show with company photos.
“Video format and length depend on the niche features and purpose of the content,” explains one expert. “For online stores, it’s better to use short videos that encourage action, such as unboxing, and for educational platforms, screen recordings.”
An example of a successful format is videos that show the unpacking of goods (unboxing). Such videos gain a large number of views, helping not only to attract attention, but also to increase sales.
The main goal of any video is to answer user questions. That’s why you need to look for ideas for video content among the most popular queries of your target audience.
“The themes of the videos are not made up, they must be thought out,” notes one of the experts. “The video should be useful first, and then short and interesting.” This is especially important because trying to pack too much information into a video can overwhelm the viewer.
“The secret to a successful video is an idea that will interest the audience and high-quality implementation,” adds another specialist. It is also important to choose the right style of presenting the material that matches the audience: calmer and more reasonable or dynamic and youthful.
Don’t forget to encourage the viewer to take action at the end of the video, for example, by offering a discount for watching the video to the end, which will allow you to track the effectiveness of the content.
When the video content is unique and the site resources allow its placement, it is better to post the video directly on your site. This will avoid advertising and restrictions, and also create a direct link to your site, which will have a positive effect on its SEO. From a search engine perspective, video hosted on your site may not have as significant an impact on rankings as placement on third-party platforms such as video hosting sites.
However, in some cases, using third-party platforms such as YouTube may be more effective. The main thing is not to rely solely on one platform, as the risks of blocking or deleting content from such resources remain relevant.
On the other hand, video content helps increase website behavioral factors and contributes to higher search engine rankings, keeping the audience's attention and increasing their engagement.
If you have questions or want to get help with SEO promotion of your website, you can contact our SEO studio "SEO COMPUTER" for any question by email info@seo.computer.
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