We’ve often related here on the blog how data we’ve collected from hundreds of our clients repeatedly proves product videos provide ROI via increased engagement and conversion rates. We’ve also explained how videos help boost your search optimization efforts. Needless to say both these topics are of vital importance to our audience and that’s why I try and stay on top of them as much as possible.
“Videos reduce bounce rates thus assisting SEO…”
Recently thanks to a very interesting SearchEngineLand post by Brian Massey, in which he recounts the results of a series of experiments his company conducted while creating product videos for a fitness garment brand, I found myself thinking once again about the question of engagement, and more specifically how it might be impacting your SEO.
In his post Brian makes the point that:
“…Organic and PPC traffic from Google responded very positively to the right video. This creates a virtuous cycle in which video decreases bounce rates, which makes Google believe your page is worthy of high rankings…”
It’s a great theory. Pity the facts don’t back it up
As much as I’d like the above quote from Brian’s post to be simply true, the reality is apparently more complex. You see the thing is that, at least according to Matt Cutts, Google ISN’T USING BOUNCE RATE AS A SIGNAL.
And to be honest it’s easy to understand why, albeit the hindsight does kinda help… Imagine querying Google for the answer to the question 2+2. Google directs you to a webpage that says right at the top that the answer you’re looking for is 4. You got exactly what you wanted. It took you seconds, and quite probably you then “bounced”. The question is why on earth would Google penalize this site for being really effective at helping you get what you want quickly?
The reality of the how Google is gauging engagement in general, and for videos in particular, is apparently more complex than suggested by Massey’s post, and it may be that with this, as with all other theories related to SEO, we’ll just have to wait for an explicit statement by Matt Cutts in order to get the lowdown. But whatever the case may be, the simple reality is that regardless of the “Why” there is no doubt, given the results, that product videos are absolutely helping search rankings…