Is there real SEO benefit in having a video on your website?

A question we regularly get asked is about the real SEO benefit in having a video on a website.

Depending on the goal of the video on your site, there can be significant benefit in terms of organic search.

Video is a great avenue to engage and market to an online audience, and as with ranking traditional content, relevance and keyword selection are important. Sometimes ranking a video can be easier than content, if the search space is crowded and you ensure all components are correctly optimised.

Video can definitely help pull up a page in SERPs (search engine results pages) if it is optimised correctly and for the keywords you are targeting.

However a key point here is around the quality of the organic traffic you are sending to your site. If you are promoting all types of fruit, but you only sell oranges, then ranking for ‘apples’ may not be the best use of your time.