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Why Video is Important for SEO


We can’t stress the importance of content enough. There is a constant need to create new content but more importantly effective, interesting pieces of content. Did you know that 43% of people would like to see more video content from marketers? Video is a growing form of content that is not going away. Currently, 74% of internet traffic is from video content.


Why video is important to SEODue to the growth in video content, YouTube has grown to the be second largest search engine. That is reason enough to believe that video will continue to impact SEO. So how does video affect your SEO exactly? Using video can help with all the of following things:

  • Increases SERP (Search Engine Result Page) rankings
  • Increases click-through-rates (CTRs)
  • Increases the quality in backlinks

Now as you may know all of these things can help increase your SEO rankings, which is why video can be linked to improving a company’s SEO.

Search Engine Result Page (SERP)

If you’re new to SEO let’s quickly go over what SERP means. It stands for search engine result page, the list of results that show up after you search a term or phrase.

Having your website show up within the first page of search results is everything.  Video can help you with getting your SERP rankings up. In fact, a study found that pages with video are 53 times more likely to be ranked on the first page of Google results.  

Why video content will help you rank higher on search results has to do with one of Google’s search algorithms. Google is looking for quality content even more than keyword optimization now, because awesome content is ultimately what users are looking for.

80% of video content that was shown on SERPs were informational videos. Although, it may be tempting to jump on the viral cat video bandwagon that is not necessarily what will help your SEO rankings. Everything goes back to offering quality content to your audience.

Get Your Click-Through-Rates Up

As we mentioned earlier, video can help with increasing your click-through-rates. Again, it almost seems as if video is magic! So let’s dig into why video can help us gain more clicks.

Did you know that search results that contained a video had 41% higher click through rates? One reason why videos get better click through rates is because it is content that stands out. In most search results are full of text, it’s refreshing to be able to watch a video. In fact, 4 times as many customers prefer to watch video about a product than reading about it. So give the people what they want: video. When you provide more digestible content that people are craving they are naturally going to click.

If you really want to get more awesome benefits from video, consider putting an embedded video on your website or landing page.

Get More Links

Yet again video content manages to do something out of the ordinary. How can a video get you more links? A video versus text will almost triple the average number of linking domains.

Well it has to do with giving the people what they want. Crazy, how this all links back to pleasing users, right? The explanation for this is actually simple. People are who create links and people like video. One of the reasons why people are creating more links to videos is due to the fact that the content is more shareable. In fact, video is shared 1200% more times than other forms of content.

A huge reason why video has become so popular is because it offers brevity and can cut through the other pieces of content. On top of being the more popular mediums for content, video can help improve your SEO because it offers users what they are looking for. Video can improve your SERPs, CTRs, and increase your backlinks. Overall, video helps deliver what users are looking for and because of that you can see ranking improvements and better search results.


Webinar: SEO for Business: Fact, Fiction, and the Future

By Nina Foo | August 03, 2017 |

SEM, SEO

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