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On average, according to Oberlo, 8.5 billion Google searches are conducted a day. With thousands of companies in specific industries all fighting to get first page rankings on Google, having an advanced SEO strategy in place will give you a cutting edge advantage over competitors. A sure win to improve your organic search visibility is embedding video content into your articles and pages.

First things first, why is SEO so important? 🤔

Search Engine Optimisation (SEO) is the process of growing your organic visibility on search engines such as Google and Bing. The higher your website ranks, the better!

A good SEO ranking means more people will see your website when they search a relevant query, helping Search Engines to recognise your brand as authentic and as a leader in the industry, whether this be globally or locally.

In an overcrowded market, SEO is one of the best ways for businesses to be seen by their target audiences. When people use search engines, they’re doing a targeted search and actively looking for what you’re offering, therefore anything that can be done to improve your SEO should be a priority for your organic search strategy.

How does video improve SEO? 🎥

Overtime, Google has been adding more interactive video elements to search, such as carousels and thumbnails to brighten up the appearance of page one rankings. This has heavily worked to our advantage as when Google shows a video thumbnail next to a search result, which it does for 26% of search results, users are more likely to click on that listing.

Google has been rumoured to prioritise search results with videos above results without video. Although this has not been confirmed by Google, many marketers suggest that it’s true.

One of the most important metrics for SEO is the time that users spend on a site, and studies show that people spend over twice as long on a page with video than without. The time spent on the page shows Google that your article provides the solution to the original query, therefore is trustworthy putting you in a position to gain more backlinks.

93% of online experiences start with a search engine, so you want to do everything you can to appear on that crucial top page.

SEO benefits of video content - Artboard

How to use video to improve SEO 📈

Before diving into placing video content across your website, there are a few things you need to consider to make it as effective as possible.

The first and arguably most important factor to consider is ensuring that the video you produce is of a high quality and sized correctly for the relevant platform. Think of it as a sequence, including videos gives you a boost in rankings meaning more people view your site, but if they are to click through and see low quality content, they won’t stay on your site for very long. It can in fact be destructive for your rankings as Google, or any other search engine, would not want to drive people to a useless page with a high bounce rate.

Another way to utilise the SEO power that video content holds is ensuring that you use video content in relevant places across your website. A good place to introduce videos is the “About Us” or homepage section, it is also a very personal way of introducing what you do and your team immediately. Make sure you embed all videos in a place that makes sense, surrounded by other relevant and visual content. A straightforward place that this could be done is on blog posts, summarise the content in a quick video and add it to the top of the page.

Finally make sure you don’t forget the technical details such as entering the right information on the backend including a title tag, meta description and keywords so search engine crawlers know how to categorise and prioritise your video. There are a variety of video sites that can integrate with your site, but it is important to recognise that Google is far more likely to rank videos hosted on YouTube.

Key Takeaways 😁

There are many elements of SEO that are still underutilised, and even adding something as simple as a meet the team video or a summary of a recent blog post can boost your rankings significantly. If you need help creating a video strategy, our expert SEO team can work with you to find the perfect solution.