Marketers know that video content continues to lead the way in engagement and conversion rates. But what you may not realize is the importance of video in search engine optimization. Check out this guide that outlines how video improves SEO for businesses of all sizes and across all industries.

Importance of SEO

SEO is the building block of a company’s digital marketing presence, as it determines where the site ranks on a Google search results page. Since millions of users rely on search engines every day to find information, your ranking on these sites should be a major priority. Adding video content to your company’s website can improve your search ranking, thanks to its rapid growth in digital marketing.

The Growth of Video in Marketing

In the last decade, video content has exploded across nearly every channel and platform. Users once relied on YouTube for videos, but they can now view footage from their favorite creators and brands on Instagram, Facebook, TikTok, and other social media platforms. Videos can also play a major role in the engagement and conversion rates of a website. If a user comes looking for help using a product, a detailed video can make a big difference in their experience.

The rise of the smartphone also played a major role in the growth of video marketing. Users can watch videos from anywhere on their mobile devices. During the pandemic, online media consumption increased by 215% in the United States. It’s no secret that people are watching more videos than ever before.

Factors That Impact SEO

The three main factors that impact SEO are dwell time, backlinks, and page quality.

Dwell Time

Dwell time refers to the amount of time a user spends on a page before returning to the search results. Since the average user spends more than two hours per day watching video content, adding more videos to your site can increase dwell time.

A video is more engaging and attention-grabbing than other forms of content, so it can help boost dwell time and improve your SEO ranking. 

Backlinks

By embedding videos on your site, you can improve the overall quality of the site and increase the number of backlinks created. The term “backlink” refers to an instance when another site links to your content. Backlinks can increase conversions and boost SEO rankings.

Page Quality

High-quality pages rank higher on Google and other search engines, so improving the quality of your content is helpful when assessing search optimization. Videos can increase the amount of content on your site, and adding them will help the pages to outrank those that only have text-based content. Incorporate other visuals, such as infographics and images, to provide diverse content to users.

Ensure that your end product is professional and will impress your target audience by trusting Broadcasting Experts to manage the whole process for you from start to finish. We’re experts in video production, offering professionally outfitted and managed video sets that ensure great results.