Native Video Content Equals Quality Content

There’s an old joke among Internet marketers that the best place to hide a body is on the second page of Google search results and it’s not hard to understand the gallow's humor there. As we’ve noted before, your Google ranking is vital to the success of your business websites. 

It might seem surprising to some that one of the most effective ways to improve your Google ranking and search engine optimization (SEO) is to have high-quality video content embedded in your business page. As Bill Gates famously wrote in 1996, “Content Is King.” Mr. Gates predicted over 25 years ago that the businesses that would thrive in the digital age would be those that prioritize quality, engaging content, and he’s been proven largely correct by the current shape of the Internet. 

It just so happens that the contemporary definition of quality content is largely video media. In fact, it’s predicted that by the end of this year over 82% of all internet traffic will be video content. This information can be a bit confusing for the layperson, so let’s take a look at three ways through which site videos improve SEO and turn clicks into sales.

Google search results are where successful online businesses are created, as we've previously discussed. When you conduct a search on Google, it browses the Web, indexes the information, and then displays the results that its algorithm predicts will be the most relevant to you. Although the algorithm's decision-making processes are various and sophisticated, the caliber of the websites that appear in Google's search results is what matters most in this case. This means that Google gives websites with the highest-quality, most relevant information a higher priority when showing you results.

One of the main determinants of what Google considers a website with excellent content is native video content. In fact, it's thought that 62% of Google's 5.6 billion daily searches produce video results. Websites with video content are 53 times more likely to show up on Google's first page, even if the video itself isn't shown in the search results.

Even while the firm keeps the precise methods by which the Google algorithm makes these decisions a corporate secret, analyzing the statistics and metrics from different websites does offer some insight.

Let's quickly define these terms. The percentage of site visitors who only see one page before leaving is known as the "bounce rate," as opposed to those who stay on the website longer by visiting subsequent landing pages or making a purchase. Your site's bounce rate will improve as user activity increases. Backlinks are external links from other websites that lead to your website. Google views websites with a low bounce rate and a high frequency of backlinks as being robust and interesting, which gives a site a significant boost in its Google ranks.

Visitors are more likely to stay on a website with video content, view other landing pages, and sign up for services. This is probably because video material gives companies credibility and makes it easier for customers to engage emotionally with the service being delivered.

The visibility of the business website in Google's algorithm is also increased by the fact that sites with video contact receive three times as many backlinks as sites without it.

All OK, but how do these factors contribute to increased sales? Well…

3. Website Videos Increase Conversion Rates

When we refer to "conversions" in the context of SEO, we mean the rate at which customer interaction results in a sale; the "conversion" of website clicks into money.

Then how precisely do site videos result in higher conversion rates?

As was already said, the existence of videos elevates websites in Google's algorithm because they are a sign of high-quality content. More traffic to the website stems from increased presence on Google search results.

However, simply obtaining visitors to a website is insufficient. Customers genuinely connect with site videos, which is their other clear benefit. You might be surprised to find that 50% of prospective clients look for product or service videos online before visiting a website or physical location. Studies and surveys have shown that professionally made movies with real people in them boost a potential customer's confidence in making a purchase.