Incorporating video into your SEO strategy can be a powerful tool for enhancing your online presence, especially if you take the right steps to optimize your content.
While videos in themselves are great for increasing engagement, as well as trust and conversions, your return on investment (ROI) will be minimal if visitors cannot access them. Businesses who want to add video to their SEO strategy need to first ask themselves if their current website is optimized for search engines.
It’s not enough to just add a video to your website without considering important development factors like well-planned navigation, site structure, internal site links and title tags. Once your website has a good crawlable structure, and your videos can easily be found by visitors, then it’s statistically 53 times easier to reach page 1 of Google search results with a video! Here’s why:
Video Is More Noticeable Than Text
Greater visibility has been demonstrated by a study conducted by Moz. Using eye-tracking systems and heat maps, Moz researchers collected data from the search engine results pages (SERPs) of pizza shops. When they looked up “how to make a pizza,” they found that viewers went directly to the first video thumbnail on the results page, and then to the text underneath, in an “F” pattern.
Video Is More Engaging Than Text
Popular search engines like YouTube and Google use engagement rates to identify and deliver quality content. When content has a high engagement rate like video (400% higher engagement rate than static content), it can increase your ranking in SERPs and the chances that people will find your business. The three ways these engagements are measured are by social sharing, time on site, and repeat users.
At Xcite we do an amazing job at creating engaging videos for our clients. Let us know if we can help with your video SEO or learn more about this fascinating topic in our Video SEO Guide included below. This series will walk you through the three aspects of video SEO which are:
- How video can enhance your website’s overall ranking.
- How to create metadata for your videos.
- How to tag your videos with your metadata to enhance your online visibility.