Every year, you’re doing what you can to make your business stand out among all the other companies. You’re posting to social media, adding information to LinkedIn, and writing blog posts to rank better in Google searches. But, are you using video on your website? If you’re not, you’re missing out on a lot of opportunities.


Google’s Algorithm Likes Video

Let’s take a look at the most blatant missed opportunity: video makes Google’s search algorithm happy.

Your main goal is to rank on the first page of a search. When you rank on page one, you’re more likely to bring organic traffic to your website. Organic traffic is most likely to lead to a sale.

To rank on page one, you need to appeal to Google’s search algorithm. As SmartBug Media explains, Google is not just worried about the keywords but how you use them.

“Google doesn’t just look at the text on a particular page. It also scans for other types of media to see precisely what you have to offer. If your sites have a mixture of not only text but also quality visuals like videos, that means your pages are as varied as they are informative—thus giving a boost to your SEO efforts,” writes SmartBug.


Video Generates Backlinks

Videos are more likely to attract backlinks, and backlinks also make Google’s search algorithm happy.

Think about what you do when you post content to LinkedIn, Facebook, etc. Are you more likely to post something that has a generic picture attached to it or something that has an explainer video? More often than not, the explainer video is going to win every time.

You’re not the only person who thinks this way.

According to Content Marketing Institute, “Fifty-nine percent of SEO experts say they have used video content for link building, and two-thirds of those find them to be efficient.”

As you’re growing your ranking on Google, you need backlinks. Video does a great job of cultivating those.

(Note: To learn more about backlinks and why you need them, check out this previous post here.)


Video Increases Time Spent on Your Website

Google’s search algorithm also wants to know how relevant your content is to search inquiries. Video helps your content seem more valuable, making your page rank higher in Google searches.

Video does this by keeping people on your website longer. Think about how you search on Google.

If you click on a link and see a bunch of text, you might read a few lines. If the content is relevant, you’ll stick around. But, if the content isn’t relevant, you’ll return to the search results. Your visit could take as little as ten seconds.

Now think about what you do when you visit a website that has a video. You may stick around 30 seconds to a minute to see if that video helps answer your search inquiry. That’s a huge difference in page engagement, and Google takes notice.

The longer you can keep a visitor interested, the better.


Videos Can Increase Sales

That prolonged engagement isn’t just good for your Google search rank; it’s also good for sales.

The longer you can keep a visitor’s attention, the more likely you will make a sale.

Nothing keeps a website visitor engaged longer than a video.

Every second a visitor stays on your page, you’re building your brand and reputation with a potential customer. You’re getting closer and closer to that sale.


Videos Make Pages More Visually Appealing

The Google search algorithm aside, there’s also the aesthetics of your website to consider. Videos make a page look better.

When a video is present, it breaks up large blocks of text. That’s a big deal in web design because large blocks of text usually scare off readers.

Whenever possible, insert a video onto your webpage within your text to break things up.

Just remember to make the video you insert relevant to the page’s topic and your website visitors.


Video Makes for Good Social Media Content

Another significant benefit of adding video to your website is that it makes for good social media content.

There is a lot of planning required to schedule your Facebook, Twitter, and LinkedIn posts. Anything you can do to fill that content calendar is helpful. It’s even more beneficial when that content is engaging.

Just like on your website, a video can draw a viewer in for a more extended period than a couple of lines of text will. A well-done video may even entice the viewer to click through to your website.



With the invention of smartphones, almost anyone can make videos. It’s just a matter of getting started.

For an idea of what kinds of videos you can create, check out this previous post.


Written by Erika Towne