If you need just one reason why you should create video content for your business or brand, think Search Engine Optimisation (SEO). Not only is SEO the foundation of your entire online marketing presence, but it’s also proven to have a direct impact on your bottom line by increasing engagement, conversions, and your revenue. In fact, video has far more influence on your SEO than you probably realise.

Here are five ways video content can improve your SEO efforts.

1. Google loves video, so you need to love it, too

When someone enters a search term, search engines like Google get to work looking for a couple of things, the relevance and quality of your content. To determine whether you match that criteria, its algorithm scours the net looking for sites with a good mix of informative text and quality visuals, like video. The more video you have, the more priority Google is likely to give you, which can give your SEO a massive boost.

2. Video generates traffic, which makes you more popular

Google also looks at how many people are visiting your site. If you’re getting a lot of traffic then Google makes the assumption that people enjoy your content and that others with a similar interest will too. If you’re regularly posting engaging videos on platforms like YouTube or Facebook, then you’ll not only drive traffic to your website but also push yourself higher up in search results. The more quality video content you create, the more quality traffic you can draw to your site, which will, in turn, boost your overall SEO in the long run.

3. Video is more engaging, keeping people on your site longer

People are always looking for distractions and far more likely to engage with video than read an article or blog post. The longer people spend on your site, the more attention Google pays to you. Because it means that your content must be good. Providing your customers with quality video is a great way to keep them engaged with your page for longer and increase your chances of Google automatically promoting you. By leveraging video to increase the amount of time someone spends on your page, you significantly improve your bounce rate, which also helps search engines like Google and Bing to boost your article to the top of their rankings!

4. People prefer to share video, which means they’re more likely to link to your videos

Video is a great way to earn referral traffic and boost your ranking. People are more likely to link and share video than any other content. Google treats backlinking and higher volumes of social shares as a ranking signal. If other sites are linking to yours or your video goes viral, then it means your content must be worth watching. This gives you credibility and more importantly authority, cementing your reputation as a genuine player in your industry. The more authority you have, the higher your pages rank in the search results.

Publishing video on sites like YouTube and other social media platforms is the perfect opportunity to not only earn referral traffic but also quality traffic that can dramatically boost your rankings. Not only that, but this also has a positive ripple effect across your social media activity.

5. Video helps get conversions, improving the value of your SEO

Search rankings don’t mean all that much if you don’t make a sale. However, video can make all the difference. If you’re making video that’s engaging, helpful, or even entertaining, then customers are more likely to make a purchase after watching something like a product video or buying guide. Video makes it easier to learn more about your products or services and convince your customers to move towards conversion.

Shoppers are twice as likely to make a purchase after viewing your video, so not only will video help increase your SEO by getting more eyes on your site, but it will also carry the ball further down the field and help convince those customers to actually convert. This means that at nearly all stages of the process, video provides meaningful gains to your SEO that you should definitely capitalise on.

If you want to attract more business, then you should definitely make video content a priority and an essential part of your SEO strategy. It’s one of the best ways to engage more with customers, turn browsers into buyers, and ultimately take your revenue to the next level.