Study Suggests That More Videos Means Better SEO

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

In the competitive world of SEO marketing, website owners are looking for every advantage they can find to improve their sites rankings. A recent study suggests that one of the best tactics is going under utilized. Video has a tremendous power to improve a page’s search rankings and to drive consumers, and according to this new data, the more videos the better.

Conductor conducted an analysis of the largest 100 online merchants by annual revenue to find out how many videos they had per page. They used Google’s video search to determine how many videos on a specific site are discoverable.

If a picture is worth a thousand words, then one second of video can be worth up to 60,000 words. A study from Inovo has found that the more videos a site, the better the site ranks on Google.

Because some sites have large amounts of videos (e.g. like product demo videos), the average number of indexed videos among the retailers surveyed is more than 36,600. But only 16 brands included in the study feature websites with more than 10,000 videos.


The study’s authors noted several of the reasons that websites don’t utilize video as often or effectively as they should.

“Video production is low among some retailers because they haven’t caught on to the fact that it is such a game-changer,” said Charity Stebbins, a senior content strategist at Conductor. “Because of that lag, they often don’t have internal video equipment or video content marketers on staff. In the next year, I predict a big influx of video marketing professionals.”

This new study is part of a long line of research that shows the benefits of video content for marketers. According to a report Cisco released in June 2014, content delivery network traffic will deliver over half of all internet video traffic by 2018. They also found that, 67 percent of all Internet video traffic will cross content delivery networks, up from 53 percent in 2013.

It’s also easier for marketers to create video for their brands than they may think. Even without using new video footage, online video editors can be used to string together images and audio to make content that can used to make a page more engaging. We’ll cover some of these apps and programs in a future article.

Marketers can download the entire report from the Conductor website. For more statistics on the value of video, read this article on how internet video is changing the entertainment industry.

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