Technology is always advancing and new tools are constantly being introduced to help our marketing efforts. But the big element that’s really changing today’s marketing landscape is video. Search Engines will continue to put higher emphasis on video content.
Video works because it’s extremely engaging and way more memorable than text or photos. Humans are visual by nature, and Forrester estimates that one minute of video equates to 1.8 million words of text in the message communicated.
Going forward, video is going to have a huge impact on your marketing success – including your Google search rankings! Let’s take a look at how video is impacting SEO.
*for beginners, Search Engine Optimization – or SEO – is the ability to rank higher on Google searches.
The most important SEO ranking factor is content. Simply having video on your site shows search engines that your site contains a mix of relevant media to searchers. As video consumption gets higher over the years, search engines will certainly continue to put increased value on video. So having video on your site will boost page rank.
All data available to us as marketers shows that video is becoming impossible to ignore. People are watching videos more than absorbing any other type of content.
If you can make an engaging video, people spend more time on your site and will visit more pages altogether. These are two very important factors to your SEO ranking. Visitors spending more time on your site and visiting more pages signals to Google that visitors are getting the content they want on your site.
Having engaging video on your site also increases a lesser-known metric called Dwell Time.
This stat represents the time a visitor spends on your site after clicking your link in the Google search results, before hitting the “back” button and going back to the search results page.
More dwell time tells Google that your content was of value. The more dwell time you have, the better your pages will be ranked.
You’ll notice that Google now shows Youtube videos directly in Google search results. This gives brands a way to get a direct spot at the top of Google’s results page. This also presents a way for brands with a high website SEO presence plus great Youtube videos to get a “double” spot on Google’s results (a listing to the video, plus a link to their site).
Similarly, search engines will continue to favor websites with video because their goal will always be to display the most relevant, meaningful content to visitors. For the foreseeable future, that’s video.
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