The Way We Search: Trend #3 – Video Content

What makes more of an impact: typing up a detailed story to have it printed, bound, and distributed among bookshelves or having a hotshot producer cast a handful of Hollywood stars to reenact that same story? In other words, is a story more compelling if you read the book or watch the movie? This idea directly relates to digital trend #3 in our monthly series, The Way We Search: Must-Know SEO Trends for Modern Marketers. So far, we’ve covered the importance of mobile-optimization and social content for your Search Engine Optimization (SEO) strategies, but now we are tackling video content head on.

Written content has always played a significant role in any business communication strategy. For example, a business will typically feature About, Services, and Contact pages on their website, using text to convey what their audience wants to know. As technology and trends have changed over time, businesses have begun shifting their storytelling tactics to favor video. Instead of using only words to showcase themselves, businesses are now making strides to literally show consumers the ins and outs of their company: products, reviews, staff, clientele, work, testimonials, image gallery, blog, news, etc. Visual mediums like infographics, images, and videos have augmented standard written content in a way that makes digesting information more engaging.

In 2016 and beyond, there will be an even greater use of video to better capture consumer engagement, such as video apps like Vine, Periscope, and Snapchat. Written content will never go away, but these growing technologies have shifted consumers’ expectations toward visual content. Google is even experimenting with serving video ads among search results. So what will this mean for your business?

By incorporating videos, you can improve the ranking on internet search pages. Google has already started giving attention to blended results (i.e., search results that feature visual content, such as images and videos, alongside text-only pages). Even back in 2013, Marketing Land reported that videos comprised between 62 and 76 percent of Google Universal Search integrations during the previous year. And this number is only growing. So, why not take advantage of this by including engaging video with your content?

According to, video content ranks 50 times higher than static text in Google’s organic search results. And, according to, video searches garner a 41% higher click-through rate than text content. Given the measurable advantages of video content, more marketers and businesses should embrace the trend of including videos with their content in 2016.

To show how this works, I Googled what came to mind first as I sipped my Grande Iced Latte on this warm summer morning . . . “Starbucks is perfection.” And look what came up!

starbucks is perfection
There was not only written content that matched my search, but first and foremost there was video content that Google thought I would like to see. As you can imagine, I was happy to stumble across such a cool video that Starbucks crafted for a die-hard coffee snob like me.

So, how can you embrace this trend in the most SEO-effective way?

  1. Make sure that you’re uploading the video to a prominent platform (YouTube and Vimeo are the big ones) and then embedding it onto your site. This, along with utilizing multiple platforms, is considered best practice for expanding the overall reach of your content.
  2. Use long-tail keywords for the video’s title, tags, and caption so that Google can identify the correct terms to serve when searched.
  3. Quite simply, always aim to produce “good content” that delivers relevant information that drives interest and action.

Before you go and write your next wordy blog post (whoops), think about using video content to send the message instead. You may secure the right sort of attention from Google and, in turn, more engagement with your audience. Another effective way to deliver information is to prepare aggregated content by collecting and curating data from other sources. That’s what I’ll be covering next month in my next installment of The Way We Search. Until then, have fun creating and crafting killer video content.

Lauren Daly
Digital Art Director & Developer

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