Video content impacts organic performance more than any other asset that can be displayed on a web page. In today’s online marketing world, videos have become an integral step in the user journey.
Yet for the large enterprises, video optimization is still not an essential part of their website optimization plan. Video content is still battling for recognition among the B2B marketer. Other industries, on the other hand, have already harnessed this power of video.
In the recent Google Marketing Live, Google mentioned that 80% of all online searches are followed by a video search. Some other stats to take into consideration, according to Smallbiztrends[1] by 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic. Furthermore, pages with videos are 53 times[2] more likely to rank on Google’s first page.
I took a deeper look into video content and its impact on organic performance. My analysis started in the fall of 2018. Google had already started to display video thumbnails in the SERPs[3]. According to research from BrightEdge, Google is now showing video thumbnails in 26% of search results.
Source: BrightEdge
Understanding the true influence of video SEO for your business will require some testing. I did four different sets of tests to arrive at the sweet spot for our pages.
The first test was to gauge if having video content on the page made any significant changes. I identified a page that ranked on page four of the SERP’s in spite of being well optimized. The team placed video content relevant to the textual content to the page. And the test result