Recent insights from a Google leak reveal that user engagement signals, such as time-on-page, can positively influence search rankings. One effective way to boost these signals is by embedding videos on your key landing pages.
Videos can enhance conversions by:
- Narrating compelling stories about your work and its benefits.
- Offering engaging content that captures visitors' attention.
However, the platform you choose for video hosting significantly impacts your results. YouTube is the preferred choice over Vimeo and Wistia.
Joy Hawkins shared a 2023 case study demonstrating this effect. A client who switched from YouTube to Vimeo embeds saw a drastic drop in rankings. When they reverted to YouTube, their rankings surged back up. This outcome is logical, considering Google owns YouTube and likely prioritizes its content.
Despite concerns about YouTube embeds potentially slowing down site speed, Joy argues that the SEO benefits far outweigh these drawbacks.
To optimize your landing pages:
- Create videos showcasing each primary service you offer.
- Upload these videos to YouTube.
- Embed the YouTube videos on your web pages.
- Experience the benefits of enhanced rankings and higher conversions.
Many users believe that Google's favoring of YouTube over other video platforms like Vimeo constitutes a monopoly. However, there is no official documentation from Google confirming this preference.
