5 #SEO Benefits of Using Online Video Content on Webpages

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When it comes to establishing a connection between your business and its target audience, video content offers a number of powerful benefits that you won’t achieve with other mediums.

Not only is video naturally more emotional and engaging when compared to plain text, but it’s also more persuasive. In fact, about 64% of people say that they’ve made a purchase after watching some type of branded video about the product in question.

That’s just one example of the real, tangible impact you’re making. Rest assured that there are many, many more positives associated with video content.

There are also a number of indirect benefits that the right online video content campaign can help you enjoy, particularly when it comes to search engine optimization.

Perhaps you were thinking that video had no impact on SEO. Many marketers consider blog posts and other text-based content to be the main driver of rankings.

If so, you’ll definitely want to rethink that stance.

In fact, there are not one but FIVE key indirect SEO benefits that come with using online video content on your website. Let’s take a look at all five now.

1. Capture an Audience’s Attention for Longer Than Ever

Video content has always been a great way to not only create an emotional response for a viewer, but to capture their attention in ways that other types of content simply can’t.

This is great for whatever product or service you’re selling, but it’s also hugely beneficial in terms of SEO.

Generally speaking, people will always spend longer watching your videos than they will interact with any other type of content you produce.

The longer they stay on your page, the more likely it will be for Google to take notice. As your “Time on Page” increases, so will your SEO rankings.

2. Google Loves Video, and You Should, Too

Video content is favored by Google’s modern algorithm.

More often than not, Google will  show someone a video before they’ll serve up a blog post or white paper — even if those two pieces of content contain the same basic information.

In fact, 62% of ALL Google universal searches now include video.

So just by using video content, and the correct video schema markups, you have a better chance to rank for your target keyword and boost your visibility on the SERPs.

3. Improved Organic Rankings

While we’re on the subject of Google’s  algorithm, it’s also important to note that video content is 50 times more likely to get organic page rank than results that are made up exclusively of text.

Part of this has to do with the fact that video content is still “young” compared to the age of the Internet as a whole.

Because of this disparity, video content has less competition for certain keywords and topics in general.

In other words, people have been writing blog posts on every topic you can think of for years. Conversely, much fewer people are operating in the VOD space.

So just by getting in the “video” game, you’ll be in a better position to get in on the ground floor and establish yourself from an SEO perspective.

4. The Power of Inbound Links

Domain Authority is another very important factor when it comes to ranking on Google.

If people with no association to your brand are linking to your content in huge numbers, it stands to reason that you must know what you’re talking about – and thus your organic rankings will increase as a result.

This leads us directly to another one of the major indirect SEO benefits that video content brings with it – posts with videos attract three times the number of linking domains than those that are text alone.

Chart on how Video Content affects SEO: correlation to number of Linking Domains

5. The Relationship Between SEO and Social Media

Finally, one must acknowledge how important social video content is, and what a significant boost that type of activity can bring to your larger SEO efforts.

Because social media has become so omnipresent in our lives, search engines pay attention to social activity and use it to “inform” their search engine results pages.

Now, consider the fact that social video tends to generate up to 12 times the number of shares that plain text and images do combined.

The more video content you post on social media, the more activity you’re likely to generate. And all of this will feed back into and empower your SEO efforts. Your rankings will follow suit

Conclusion

Any one of these reasons would help illustrate why online video content is so important to today’s modern marketer.

But when taken together, it’s easy to see why the “video revolution” is one that you literally cannot afford to ignore any longer.


Feature Image Credit: CC 0; Public Domain, sourced from pixabay.com.

Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.

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Amir Shahzeidi

Digital Marketing Manager at Uscreen
Amir is the digital marketing manager at Uscreen, a video monetization platform that allows creators to launch OTT platforms, and monetize their video content online.

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