When you think about search engine optimization, video likely isn’t the first thing that comes to mind. You have to do keyword research. Optimize headers, meta descriptions, image alt text and title tags. Strategically link to other pages on your site. Write unique, useful content that establishes you as a trusted authority.

With all that, SEO video marketing may not be on your radar at all. But it should be!

Search engines are increasingly valuing video content which is, in large part, a reflection of user demand for more video. A growing number of consumers are actively choosing to consume video-based information as part of learning about a brand and making a purchasing decision. Wyzowl’s 2024 State of Video Marketing report, for instance, found that 82 percent of people say they’ve been convinced to buy a product or service by watching a video.

Pages that include video rank higher on Google. And, on top of that, those videos rank on YouTube – the second biggest, but often overlooked, search engine. Integrating video into your SEO strategy can give you an important competitive edge.

Here’s how video marketing can be your secret weapon in boosting search engine rankings.

Decoding Video’s Impact on Search Engine Algorithms

Search engines prioritize content that offers value and engages users. It’s built into the very essence of how Google ranks content with the E-E-A-T framework, which rewards experience, expertise, authoritativeness and trustworthiness. Video content ticks all these boxes.

“Videos are a unique blend of engaging content and rich media that resonate with user intent, which is why Google rewards them,” says Dee Salvador, SEO Manager at Kuno Creative. “The algorithms favor video because it not only holds the viewer’s attention but also provides a dynamic way to convey complex information, ultimately enhancing the user experience on the page.”

Search engine algorithms are designed to deliver the most relevant and engaging content to users. And that means video.

When you include video into your content strategy, you’re not just adding another form of media – you’re boosting that content’s ability to rank higher in search engine results pages (SERPs).

Plus, you get the added benefit that videos themselves often rank at the top of a Google search for a given keyword. You may have noticed this when Googling something – at the very top, there’s paid sponsored results followed by a few of the highest ranking pages. Then, the “Video” section.

A Google SERP featuring video thumbnails. Optimizing video for search is an easy way to elevate rank for your video content and your brand.

What this means is that videos do double duty. When you include them on a page on your website, they rank higher. And when you optimize the video title and description on YouTube, they may show up at the top of the first page of Google, too. We see this in action with our clients at Kuno regularly.

Video Content and User Engagement Metrics

One of the big reasons behind the power of SEO video marketing is the fact it’s so engaging.

People spend a significant amount of time watching videos. According to Statista, the average adult in the U.S. spends 176 minutes per day watching digital videos (just under three hours), not including television. That’s predicted to increase by an additional half hour per day by 2027.

The demand for video is there. And, in turn, those videos improve SEO-important metrics like time spent on the page, click-through rate (CTR) and bounce rate – all of which impact your search rankings.

That’s why, for instance, short-form video is the number one content format offering the highest return on investment right now according to HubSpot’s 2024 State of Marketing report. More and more marketers are paying attention to video: 30 percent of those who aren’t currently using short-form video plan to start this year, according to the report.

Video marketing for audience engagement, brand awareness and SEO is quickly becoming a must.

Crafting SEO-Enhanced Video Content

Creating videos that are both engaging for your target audience and that improve search engine rankings is a balance: it’s part visual storytelling, part strategic SEO. As with any effective content strategy, it’s not enough to just produce high-quality videos: you have to also optimize your video for search.

Like any other SEO strategy, start with keyword research to identify target keywords that have good search volume and intent. Make sure to incorporate those relevant keywords into the video description, title and script – similar to what you would do with a blog or other piece of written content!

Technicalities of SEO-Friendly Video Production

Here are some additional key technicalities to keep in mind to help videos rank higher.

  • File format: Use a widely supported format like MP4 to make sure your video is compatible across platforms. When exporting that file, include the target keyword in the file name before uploading it to YouTube. Include the optimized title, description and tags under the file’s properties setting.
  • Video hosting: A video hosting platform like YouTube or Vimeo maximizes visibility and control over SEO elements. You can upload it directly to your site, but why not take advantage of the additional SEO juice of YouTube videos? Upload it to the hosting platform and embed the video on your site.
  • Thumbnail optimization: An image says a thousand words, as they say. Make sure to select an appealing thumbnail or design a custom thumbnail graphic to improve the click through rate. Include the keyword in your thumbnail file name.
  • Accessibility features: Making your videos accessible to a broader audience is the right thing to do, and it has the added benefit of enhancing your SEO efforts. Add captions and subtitles that include keywords.

The above are essential steps, but additional advanced strategies can take your efforts to another level. Implementing schema markup, for example, can improve your video content’s visibility in SERPs with rich snippets that attract more clicks.

And don’t overlook the importance of advanced analytics to monitor performance and provide insight for improvement. Track metrics such as view count, engagement rate, watch time, audience retention and click-through rate.

Strategic Integration of Video in Your SEO Plan

Integrating video into your overall SEO strategy isn’t just adding another content format or throwing up a few videos on YouTube. And it’s also not about making a complete pivot, eliminating all other content efforts in favor of video. Effective content and SEO strategy in the age of media requires combining efforts across mediums.

Video, like any other form of content, needs to be strategically integrated into your overall approach to search engine optimization.

This can involve incorporating video into your landing pages and blog posts, but it requires a deep alignment between video and your SEO goals. Assess your current SEO strategy and identify areas where video will add specific value, whether that’s boosting engagement on high-trafficked pages or providing more dynamic elements on important product pages.

It’s not just a video marketing strategy. And it’s not just a search engine optimization strategy. It’s the combination of the two that multiply the impact of your efforts.

Future-Proofing Your SEO With Video Content

The future is video. As search engines continue to evolve how they rank content, video will play an even bigger role in helping attract and engage audiences.

From virtual reality (VR) and augmented reality (AR) to interactive video elements, the next generation of video content will offer new ways to engage users and enhance SEO. But navigating these exciting new elements of video marketing requires having a strong foundation of the basics.

Start with a healthy base of SEO video best practices, combined with a deep understanding of your audience – what they need, their pain points and what excites them – and, of course, strong brand storytelling to futureproof your SEO and other marketing initiatives.

By thoughtfully integrating video into your SEO plan, you’re not only bolstering your overall content strategy and optimization efforts, you’re building a more robust, multifaceted approach that will stand the test of time.

Elevating Your SEO Strategy With Video

At Kuno Creative, we don’t just follow trends – we help you set them. With our deep expertise in both SEO and video marketing, we help our client partners create compelling video content that engages and drives measurable results.

With over two decades of experience, we’ve helped countless clients across industries elevate their brands with innovative, data-driven strategies. And we’re here to do the same with you. From crafting the perfect video to optimizing it for search, we support your success every step of the way.

Ready to elevate your SEO and video marketing? Get in touch today and learn more about how we can help you.

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