Strong demand by consumers for video and the rise of mobile has resulted in video becoming an essential part of the marketing mix. However, innovative brands are also using video to gain an edge on competitors in organic search engine results. Video is one of the biggest benefactors of Google’s Panda and Penguin updates, which rewards high quality content.

This is good news for small brands as video for search ranking isn’t exclusive for large brands. Video is leveling the playing field in the SEO world, acting as an effective tool for smaller brands to outperform their larger competitors in search results.

A quick glance at the stats highlights the power of video for search engine optimization (SEO). Video results have appeared in almost 70% of the top 100 search listing on Google this year. Here is why video for SEO is effective:

1. Rank Higher

Google’s algorithm has placed more emphasis on video due its popularity amongst users. The chances of getting a page one listing on Google increase 53 times with video (source: Forrester Research) because there is still much less competition for video pages.

Video results are also more likely to get clicked on, with a study by aimClear finding that videos in universal search results have a 41% higher click through rate than plain text.

2. Website Stickiness

Time spent on a website is a ranking factor in the algorithm for Google search results as longer time on a website indicates a good quality website. Study after study have shown that having video content on a website makes visitors stay longer on a site. For example, a study by Comscore found that on average a website visitor will stay two minutes longer on a site when they watch a video.

3. Get Links

Video is a popular and easy to consume media, which makes it ideal for generating backlinks. SEOMOZ concludes that posts with a video will attract 3 times more in-linking domains than plain text. These links are an important aspect of Google’s algorithm as they suggest high quality content and therefore help boost SEO.

4. Social Signals

Social media has become an important aspect of SEO due to Google’s algorithm updates giving it more and more weight due to its social indication of popular websites. If your social activities drive traffic to your website then this is a good social indicator of good content and therefore this will help boost the website’s SEO.

Video provides eye catching and emotionally connecting content that generates the attention and interest of social media users. This quality content helps drive users to your social channels and then onto your website. Indeed research suggest that immediately after viewing a company’s video, buyers are 40% more likely to visit a company’s website or contact them via phone.

The rewards for brands willing to implement video for SEO are clear, yet it remains an underutilised tool. This is to the advantage of those brands that have jumped into video for SEO and are capitalising on improved search results and increased web traffic.

By Neil Wood-Mitchell | Business 2 Community