Modern search engines cannot recognize the content of video files posted on a page. They take into account the video title and individual tags. But the use of such content can improve the site’s position. This is due to behavioral factors taken into account by search engines when determining the level of quality of a resource, which influences positions in search results. These include time spent on the page. Clicks are the second factor taken into account by search engines. It can be increased by posting a video.

Media content helps the page visitor get the information he needs, eliminating the need to read the text. That's why many of them pay attention to videos.

When calculating the time spent on a page, the search engine does not take into account how the video is viewed - in a window or on full screen. Both options count.

According to statistics, 17% of users spend no more than 3-4 seconds on a page. This is seen by search engines as a negative influence. The presence of video can significantly reduce this percentage.

Thanks to relevant media content, the user’s time on the page can be increased by 2, 3 or more times. Progress will be reflected in search results in the form of a significant increase in positions.

Clicks count as starting, rewinding, and stopping a video. This also improves behavioral factors and has a direct impact on ranking.

Why is this technique rarely used?

Most owners of commercial websites are convinced of the need to post exclusively self-shot videos. The implementation of this task requires time and financial costs.

In reality, specialized services are replete with high-quality videos on any topic. If the author allows embedding in html on third-party resources, there are no copyright issues. Someone else's video containing relevant content can significantly increase your site's position.

What videos to post:

  • The theme matches the page. For example, if a product is being promoted, it is advisable to post a review. It will inspire more trust than advertising;

  • media content complements the main content. The video should be of interest and contain detailed (additional) information regarding the text posted on the page;

  • without aggressive advertising. This applies to third-party videos. They should be of high quality, and better yet, informative. Intrusive advertising of other resources (especially competitors) can have a negative impact on business success;

  • capacity and information content. Media content must be of high quality. The high cost of filming, dynamic shots and special effects are among the optional elements. A clear picture, intelligible sound and good articulation are of increased importance.

Who can use video to promote a website or page?

This technique is suitable for resources that are in the top 10 or top 20. Having traffic will improve behavioral factors. It is important that the page and video have views.

Direct traffic

Some users (the number of which is rapidly increasing) use the word “video” along with the search query or search for it in the corresponding tab. Placing videos on a page can stimulate promotion. Since not all companies use media files, you can exclude most competitors, including those occupying higher positions in regular search results.

Indirect promotion

Exclusive video content  will help you get additional link mass. An alternative option is to place several thematic videos on the page. In this case, it will be more convenient for the user to provide a link to the site rather than to a video on YouTube or other services. This is how the natural link mass increases (if the content is high-quality and useful). Resource positions increase.

Placing videos in product cards can be a good incentive for buyers who have not made a purchasing decision. Improving conversion will increase the effectiveness of the resource for business. To succeed, it is important to choose high-quality, relevant content.