How can video search impact search engine rankings? Does having a video have positive or a negative impact on where Google serves up your site? Considering 60% of the views on YouTube are search engine driven, and Google owns YouTube, it is safe to assume search engines are paying attention to video. Video can mean the difference between a first vs. fifth page placement on a Search Engine Results Page (SERP). According to a Forrester study “pages with video are 53x more likely to rank on the first page of Google search results.”
Why video works.
Video makes a difference and here is why:
- People stay on your site longer. One comScore study of retail sites shows that “visitors who view video stay two minutes longer and are 64% more likely to purchase than other site visitors.” Search engines like sites with low bounce rates (the longer people stay the better).
- Video or graphics have more relevant and digestible content when compared to plain text, which can be boring. For some search queries, a video or PDF download may posses the most appropriate response to a user’s question vs. a business listing or blog post.
- Rich media ranks higher. Search engines love it when you mix media types, a page which consists of good written content, beautifully designed graphics which link to a white paper and interactive video will index higher than a page with content only. When you mix media like this it is referred to as “rich media.”
- There is strength in numbers, and if your goal is to be at the top of the list the more variety you have in the types of media on your site, as there will be more media available for the search query.
Are you getting the most out of the videos on your website? If you want to work out a video search engine optimization plan or discuss your goals, Peppershock can help.
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