Having a solid SEO strategy is one of the best ways to boost your brand immediately without constantly working on advertising and marketing 24/7. Understanding the art of optimizing your webpage and your content in a way that maximizes your relevance in your chosen niche gives your brand a solid chance of standing out. While the most basic of good SEO practices relies on keywords and written, textual content, utilizing the content gained through Los Angeles video production can significantly boost your SEO strategy.
Beginning SEO strategies often rely on on-page and off-page articles with strategically placed keywords to help a websites ranking. Further channels to boost ranking and relevance are only considered later on, after the textual content has been established. However, integrating videos into your SEO strategy right from the get-go is starting look like the smarter move. Here’s why:
Google Owns YouTube
According to Your Brand Exposed, it’s been cited numerous times that Google favors video. This makes sense considering Google owns YouTube. Search Engine Land reiterates this, stating that video is evidence of quality content, and content is arguably the most important SEO ranking factor. The better your website’s content, the better your SERP (Search Engine Result Page) rank.
The takeaway here is that if you’ve got video on your website, Google may be slightly more biased in your favor.
Google Favors Relevance Over Keyword Padding
Black-Hat SEO consists of a lot of underhanded SEO techniques—hence the term—but the most notorious trick they do is known keyword padding. Back when Google’s ranking algorithm wasn’t as refined or as detail-oriented, keyword padding was a way to trick Google into thinking your site was relevant simply by repeating the exact same keyword or phrase every few sentences or paragraphs. It worked because Google’s basic ranking formula back then was; user searches this keyword. Website A mentions this keyword12 times. Website B mentions this keyword 5 times.Website Ais more relevant—and should rank higher—than Website B.
Thankfully, it didn’t take too long for Google to wise up. Entrepreneur describes Google’s Hummingbird algorithm launched in 2014 as one that wired towards answers instead of keywords. Video once again has an advantage here, as it’s considered content that is both informative and educative—and, by extension, more relevant.
Videos Can Lower Your Bounce Rate
A bounce rate is literally what it sounds like—the rate at which people who click on your site immediately click out (or basically “bounce” out). As fun as the term sounds, Google doesn’t take too kindly to domains that users leave after viewing a single page. A higher bounce rate can actually hurt your site’s SERP ranking.
Around 2012, Google incorporated a user’s “dwell time” into their ranking algorithm, essentiallymonitoring how long a user spent on a certain web page after they visited it via Google’s results page. The algorithm was then reworked to link “dwell time” to “page authority.” Google assumes that the longer a user stays on a website, the more relevant it is to their search query.
While this is obviously isn’t a perfect system to base relevance on, it’s one more reason to utilize Los Angeles video production. Shareaholic sources a comScore study that reveals that visitors usually stay on a website two minutes longer if they’rewatching video on it, as opposed to websites without. Incorporating a video on your landing page can add a total of 2 minutes to your site’s dwell time, simultaneouslylowering your bounce rate and increasing your relevance.