Everyone wants to be on the first page of Google, right?
By a conservative estimate, studies suggest that the first page of the search results receives 75% of web traffic. You need to be on that first page to be visible to new customers. The only problem? Ranking isn’t easy.
Google uses a complex algorithm of 200 ranking factors – and perhaps even more that we don’t know about – to sort through everything that the internet has to offer. Some of these ranking factors are out of your control; you can’t make your domain age faster, after all. Those sorts of things can make it difficult to compete for visibility with larger, more established companies.
You can compete with the big boys, however, if you can develop better content than them. Google even lists content as the first thing for a webmaster to focus on when creating a Google-friendly site: to provide “high-quality content on your pages.”
Videos can make that happen. With a public that’s going mobile and craving visual content, creating quality videos could be your ticket to the first page of Google.
Mobile Audiences Want Video Content
In 2016, Search Engine Land reported that over 60 percent of all internet searches come from mobile devices. That number has continued to increase since. Google and other search engines are aware of this and have adjusted their algorithms accordingly.
So what exactly does this mean? It means search results are tilting to favor content that’s easily consumable on mobile devices. Do you know what outperforms all other forms of content on mobile?
If you want to rank in the search results, your content must be easily digestible on a mobile platform and fit the needs of a mobile user. If someone’s sitting at a desktop computer, they are generally more willing to read long-form articles or watch a long video. On mobile? Information needs to be quick, concise and cut to the point.
Videos Provide Value to Your Content
Google loves to tell content creators what not to do, but they never really go into detail about the sort of information they find most valuable. It can be infuriating, but it also makes sense; after all, they’re scanning the entire internet and what qualifies as “great content” in one area may not apply to another subject.
This has led to SEOs tracking the symptoms of ranking content. Backlinko did a great study on this and found that leading search results generally have more websites linking to their content.
That means that the content that ranks is the content that engages people. It is either informative enough, funny enough, or just flat-out useful enough for others to want to link to it on their own websites. And if your goal is to get people to link to your stuff, videos are a huge help – studies show that videos earn 157% more organic traffic in search engines and far more social media engagement than regular text.
There’s an art to this, too. SEO writers will target certain search terms that they want to rank for, analyze the content already there, and set out with a goal to “out-value” the content already available.
The funny thing? Companies are quick to get into content marketing or SEO, but slow to create videos. And that’s precisely why creating video footage makes it easy to out-value the competition.
Videos Improve On-Page Metrics
I mentioned it in the opening, but SEO’s a pretty technical business. Some of those 200 ranking factors from earlier are what we call “off page” metrics in SEO. That would be things like other websites linking to you, their backlink profile, the anchor text they’re using for that link…
There is also the SEO metrics of your own page, and they are improved mightily when you employ videos on the pages that you want to rank in Google results.
Google uses statistics like the average time someone is on your webpage, the number of pages they viewed, and pages they clicked on to determine how they should rank your website. Video content can help you increase many of these stats.
According to the Nielson Norman Group back in 2011, the average website visitor sticks around on a website for 59 seconds. And in the years since that study, that number’s almost certainly gone down.
With videos, we can increase that number. Mobile users are more likely to watch shorter videos, but even a short video can help your website’s metrics – and potentially double the page time of your competition. The key is to focus on quality – and Slidely has plenty to teach you when it comes to creating engaging videos.
Where to Begin?
If I’ve convinced you of the ways that videos can help your website, you don’t have to go crazy! Start small. An upcoming blog post, a scheduled social media blast – begin where you can afford to learn and adjust.
But if you have an online store, for example, finding your footing with video content can drive conversions – so find that footing and go for it!