The Impact of Video on Small Business SEO
In today’s modern digital era, small businesses encounter fierce competition, making it difficult to distinguish themselves and stand out amongst the crowd.
Search Engine Optimization, or SEO, has become a crucial aspect of online visibility, helping businesses reach their target audience effectively. While traditional SEO techniques such as keyword optimization and link building remain vital, video content has emerged as an absolute game-changer for small businesses.
In this blog post, we’ll explore how video can significantly impact small business SEO and why it should be an essential component of your online marketing strategy.
Increasing User Engagement
Search engines like Google prioritize user engagement metrics when ranking websites. Video content has proven to be highly engaging, capturing the attention of users and encouraging them to spend more time on a website.
Video will boost your Google rankings, but what is even more important is that people actually stay on your site once they’ve clicked on your link. This means you need high-quality content for users to engage with and spend time watching.
By incorporating high-quality videos on your small business website, you can reduce bounce rates and increase session durations, signaling to search engines that your content is valuable and relevant to users.
Improved Click-Through Rates (CTR)
Videos in search results have been shown to improve click-through rates significantly. Users are more likely to click a link that includes a video thumbnail next to the search result, meaning that including video on your page can entice users to click on your link instead of others on the search results page.
Having this thumbnail appear next to your link makes it a “rich snippet.”
Organic traffic to your posts can increase by 250% when video is added, according to Lemonlight.com. Higher CTRs send positive signals to search engines, indicating that your content is relevant and valuable to users, potentially boosting your rankings.
Enhanced Social Signals
Social media platforms have become a vital aspect of SEO, and video content thrives in these environments. Sharing videos on social media can generate more likes, shares, and comments, which are considered social signals.
By creating a loyal following that will share your content on their own social channels, you will increase the amount of traffic being driven to your site.
These social signals not only drive traffic to your website but also influence search engine rankings. When people engage with your video content on social media, it sends positive signals to search engines, potentially improving your organic search visibility.
Google’s search algorithms have evolved to display “rich snippets” – enhanced search results that provide users with more information directly on the search results page (as mentioned before with video thumbnails).
Types of rich snippets can include reviews (like 5/5 star ratings), information about a specific product (like price and availability), key information about an organization (like business address and hours), and of-course, video. Adding video markup to your videos tells Google what your video content is all about.
By adding structured video markup to your website’s videos, you increase the likelihood of Google displaying video-rich snippets, making your listings more eye-catching and informative than normal search results. This can lead to higher click-through rates and improved SEO performance.
Quality backlinks from authoritative websites are a cornerstone of SEO success. Backlinks are links on other websites that refer back to your domain, and compelling video content has a natural tendency to attract backlinks.
If your videos are informative, entertaining, or emotionally resonant, other websites and blogs may link to your content as a valuable resource. These backlinks signal to search engines that your content is trustworthy and valuable, contributing to improved rankings. It also helps build credibility among your potential clients/customers.
As mobile usage continues to rise, search engines prioritize mobile-friendly websites. Video content is inherently mobile-friendly and caters to users who prefer consuming content on their smartphones and tablets. By incorporating videos into your small business website, you enhance its mobile-friendliness, positively impacting your SEO efforts.
In conclusion, video content is a powerful tool that can significantly impact small business SEO. From boosting user engagement and click-through rates to attracting valuable backlinks and enhancing mobile optimization, videos offer numerous benefits for search engine rankings.
As search engines increasingly prioritize videos and engaging content, small businesses that embrace video as part of their SEO strategy will likely see higher visibility, increased traffic, and improved conversions.
At Life View Video Production, we understand the transformative power of video for small businesses, and it is our mission to help small businesses grow their reach through video marketing. If you’re ready to leverage video to enhance your SEO and drive growth, get in touch with us today.