An engaging video on your homepage helps you instantly capture site visitors and hold their attention.
Video has been proven to increase dwell time. One study of retail sites found visitors who viewed a video stayed on average two minutes longer.
Dwell time is a critical, but an often overlooked facet of search engine optimisation (SEO). It’s one of the metrics Google (and all other search engines) uses to decide how to rank your site.
You’ve gotta dwell on it!
If you want to succeed in the SERPs (Search Engine Results Pages) you’ve got to succeed with dwell time.
Your dwell time ranking is affected by three factors:
- Session duration
- Bounce rate
- Clickthrough rate (CTR) from the SERPs
Not only do you need to keep visitors on your site for as long as possible, you also need to make sure they have a good look around. If they disappear after only viewing one page you will have a high bounce rate. Check yours in Google Analytics. Anything above 50% is bad.
A well placed video can help improve bounce rates by quickly and clearly explaining what your site is about, while making visitors want to find out more.
Providing a compelling call to action at the end helps guide visitors around your site – hopefully right through to signup or purchase. In fact, research has found that site visitors are 73% more likely to purchase after watching a video that explains the product or service.
Get your kicks outta clicks!
When Google delivers your weblink in search results it measures how often it’s clicked and rewards you accordingly with higher rankings.
So, how can you increase your clickthrough rate? With a properly optimised video! People like video search results. One study has shown that search results with video have a 41% higher clickthrough rate than plain text.
Holy trinity of SEO
Combine longer session times with low bounce rates and high clickthroughs, and your site ranking will pack a killer punch. Adding an awesome, engaging whiteboard video to your homepage is the quickest and most effective way to achieve all three.