Still wondering if videos are important in your marketing strategy? In the last couple of years, video content has become so significant that a good proportion of businesses are opting to include it in their strategy, regardless of the specifics. And after all, why wouldn’t they? With video you can easily communicate with your target audience, offer them added value, in a flexible and relevant way, so that potential consumers can view your videos even when they are on the run.

But videos aren’t just good for creating interactions, they’re even valuable for search engines. Here are some of the ways videos influence page rankings in search engines.

Compact material in a pleasing shape

Why do we like videos so much? Because they provide a lot of information in a short format? Or maybe because we can watch them at any time of the day or night, whether we’re cooking, on the bus or relaxing? If a picture is worth a thousand words, imagine the value of a thousand pictures!

We all love stories!

It’s not just kids who love them, but adults too! Stories are the ideal opportunity to escape from a monotonous world. Don’t take my word for it? Statistics say that more than 80% of people who have viewed a video ad have taken at least one action as a result of the ad. The explanation? You can convey emotion with videos, much more easily than with any other type of content. And now that we’ve mentioned it, tell us, when was the last time you got goosebumps after viewing a video ad?

Experiences

We almost abuse these two terms: user experience. But we can’t leave them out when they tend to be the most important factor for search engines. Videos not only focus on the user’s virtual experience, but also manage to combine it with the physical one: they stimulate the brain by seamlessly combining images, sounds and movement. We love them so much that experts predict that by the end of 2021 over 80% of content will be video.

How do search engines influence?

In 2013, Google made a major transition through the Hummingbird algorithm. If before the emphasis was on the search terms, the algorithm has changed the situation, putting the search intent in the foreground. Therefore, from that point, the question is not “what the user is looking for”, but “what the user wants to find or find out”.

In the context of video content, Google wants to display it in a higher position in most search results, especially for “how to” or “what is” queries. If you don’t take my word for it, you can test it right now.

Use videos to your advantage!

If you think that simply inserting a video on your page will influence your page ranking, let me tell you that you are wrong! Things can’t be that simple! Read below about some exact ways you can use video as part of your marketing strategy!

Minimizing the rejection rate

When a user visits the page, you only have a few seconds to grab their attention and therefore convince them to stay on the page as long as possible. In this situation, videos can help you! Due to the fact that they are attractive, they can influence the user to spend more time on the page, in order to view a good part of the video content. Even the statistics prove this: users spend 2.6 times less time on a page without videos. So, try to create quality videos that add value and attract attention at the same time! By following all these points, users will spend more time on the page, and that page will be able to be classified in a higher position. Let’s not stop at just one page! If you give him the information he needs, there is a fairly high possibility that the user will browse other pages on the website.

Increase the click rate

With so many resources available, it’s no wonder that users are selective about the web pages they access! Let’s say you want to make a cake, but you don’t know the recipe, so like many of us, you’ll Google it. You will have the choice between reading an article or a video. Which of these will you choose? The video, obviously!

Aşadar, oferă-le utilizatorilor lucrurile de care aceştia au nevoie! Încorporează la începutul paginii un videoclip util şi uşor de parcurs! Pe lângă că vei beneficia de mai mult trafic, vei avea parte şi de o rată de click mai mare. 

Helpful tip: include custom thumbnails in your video settings! Opt for interesting, eye-catching images that provide more information about the content!

Backlinks?

If you are lucky enough to have at least one of your videos go viral, this will definitely have a significant impact from a backlink perspective! The more pages that link to the video, the more backlinks you will have. If you do use related applications for presenting videos, such as YouTube, do not forget to include the website address in the description or channel information. Another way to boost brand popularity is to add your logo to your video content. Although some users may not access your website, at least they will remember the brand it belongs to.

Listing on Google My Business

Did you know you can include visual content in your business profile on Google My Business? According to experts, pages that offer more than the minimum information have a better position in the ranking. Share an engaging and informative video on your GMB profile that explains what your business does in less than 30 seconds. Within it you can present your product or service in a pleasant, compact and efficient way. As users view your content, the more you can enjoy a better position in the search results.

Final thoughts

Now that you know the ways in which videos can influence a website’s ranking in search results, all that remains is to encourage you to make useful, effective and quality videos. In addition to increasing the visibility of the business, you will influence traffic and have the opportunity to interact with users, offering a touch of humanity to the brand. And after all, you don’t need to hire an entire production team to make an informative video. You will need some good ideas, a camera and the desire to succeed! The rest will come along the way!