In the ever-evolving landscape of digital marketing, it is crucial to optimise your content for search engines to ensure maximum visibility and success. For years, textual content has been the driving force of SEO strategies, but with the rise of multimedia content, particularly videos, we must discuss the importance of incorporating video content into your SEO strategy.
In short, video content is absolutely beneficial to SEO. Not only does it enhance user engagement, but it also has a significant impact on your search engine rankings. In this blog, we will delve deeper into why you should be utilising quality video content to help harness the power of your SEO strategy.
Increase User Dwell Time and Engagement
One of the main benefits of using video is that it can greatly increase the time that a user stays on your website for – this is called user dwell time and refers to the time they spent on your website before returning to the original search engine. It is important to look at user dwell time to determine whether the content on your website is interesting and engaging. The longer the user dwells on your website, the more engaging the content is thus, allowing search engines to rank your company higher within the results as your website will be seen as being more relevant.
It has been proven that videos significantly increase user dwell time in comparison to text-only content. Videos are more visually appealing to users, and it is often easier for them to consume as it takes less time to watch a video than read text, making videos more likely to grab and hold their attention. In addition, video can also enhance user engagement on your website. Engagement refers to the actions that a user takes on your website, including liking, commenting, or sharing the content.
Much like dwell time, engagement shows how interested a user is in your content and the more engagement, the more it will increase your visibility and reach. Videos are a valuable asset as statistically; they have a higher engagement rate in comparison to text and photo content. Videos will also help you reach a wider audience by being highly shareable which can lead to more traffic towards your website.
Rich Snippets
Another useful aspect of using video content for SEO is that rich snippets may be used in search results to help search engines like Google understand additional information about your video.
Rich snippets are displays of video thumbnails, descriptions, and timestamps; therefore, websites using video content in their SEO strategy have a higher chance of appearing in these rich snippets which increases online visibility and drives traffic to the website.
Video thumbnails in search results are also very eye-catching to users and may result in a higher click through rate to the website which increases the amount of organic traffic visiting your website.
To implement Video Schema to your videos (code that is added to your videos to create these rich snippets), contact our team of SEO Specialists.
Get Quality Backlinks
Utilising video content in your SEO strategy also opens more opportunities for backlinks to be used. Backlinks are links from other websites that lead directly to your website and are very important in search engine rankings.
Backlinks from reputable sources will inform search engines that your content is relevant and trustworthy, which will positively impact where your website ranks online. The creation of quality video content increases your chances of being featured on other websites and the likelihood of your videos being shared on social media as video is helpful to potential customers in showing how a product works instead of reading instructions or reviews. This will make it more appealing to customers, increasing trustworthiness in your brand, which can also lead to more backlink opportunities.
Mobile Optimisation
It’s no surprise that most people are now preferring to browse the internet on their smartphones over any other device. This has affected how search engines rank websites, with mobile optimisation now a crucial factor in determining where your website will rank online. It is important that your video content is optimised for mobile viewing with super quick loading times. Not only will this improve the user experience, it will also send positive signals to search engines that your website is mobile-friendly and boost your rankings.
Video content is extremely beneficial to your SEO strategy, offering many advantages that help your website rank higher than competitors on the most popular search engines. So, if you haven’t already embraced the use of video content, now is the time to do so and witness the positive impact it has on your SEO efforts!
Start Optimising Your Videos!
If all of this sounds very new to you and you’re not quite sure how to get started, we have a highly experienced SEO team here at fatBuzz, who will be more than happy to assist you in your SEO goals. We also have an expert videography team who can help you create highly engaging and compelling video content and work closely with our SEO department to make sure your videos are helping your website rank at the top of the search engines!
If you would like to have a chat about how video content can improve your SEO strategy, we would be more than happy to discuss this with you so give us a call at 0141 247 0727 or email maria@fatbuzz.com and we can arrange a meeting.