Why Google Loves Video Content
It’s not your imagination. Google really does like video content better than your 2000-word articles, and there’s a simple reason why: Consumers like video content more than your 2000-word articles. Too many marketers make the mistake of not connecting the fact that everything Google does is done to help optimize search results for the end user. Rather than fighting the changes in Google’s ranking system, marketers should really be looking towards these changes to understand the changing approaches of consumers so that they can better answer the call for content.
If you place a video on the landing page of your site, you’re about 53% are likely to rank on the first page of Google. What’s more, by incorporating a video onto one of your pages, you’ll raise your conversion rate (on average) by about 80%. If you add a video to an email, your click-through rates will improve dramatically. If you add a video to your social media account, it’s around 1200% more likely to be shared compared to text or link based content.
All of this is because consumers are demanding more video content, and Google is responding. Here are some other reasons why Google is trying to tell marketers that video is a really big deal:
If you have a blog post that incorporates a video, you are three times more likely to attract inbound links compared to posting a blog post without any video content. Obviously, these inbound links will boost your SEO even further, which will give a signal to Google that your site deserves to rank higher. On that note, here is a Neil Patel video on that very subject (and more SEO tips):
Get People to Stick Around
People will stick around longer if they see a video that interests them. When it comes to ranking a website, Google always looks the average length of time visitors spend on your website when choosing where to position you in search results. The longer people stick around, the better your site will rank.
Transcripts are filled with keywords. If you aren’t transcribing your video content, you are missing out on a huge opportunity to incorporate keywords into your next piece of content. Whenever you upload a video, you should include a complete video transcript. This transcript will be indexed by Google, which will in turn highlight the keywords found within it and link back to your webpage. This by itself will help boost your ranking as it tells Google that your video is relevant to what your site is offering.
Search Engine Boost
You get to tap into the two largest search engines in the world at once. Everyone knows Google is the world’s most popular search engine. Did you know that YouTube is the second largest, and growing all the time? Every single minute of the day, more than 100 hours of video content is uploaded onto YouTube. If you produce good content, people will click through to your site or channel where they can find more, and that will boost your SEO.
Make It Easy to Share
Video is a super sharable form of content. People who see videos on social media channels are way more likely to like and share with it than they are a plain text post. Every time someone shares your video, that creates a new backlink. The more backlinks you have, the higher you’ll rank in Google.
If you would like help planning your video campaign, Download the Video Marketing Strategy Blueprint. Your company can get get some of that Google love too.
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