How videos can elevate your Google rankings and improve your EEAT - Benjamin Szturmaj
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Benjamin Szturmaj's presentation at Brighton SEO April 2024, talking about how Video can help your EEAT "score" and improve your rankings and traffic - not only on Google.
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How videos can elevate your Google rankings and improve your EEAT - Benjamin Szturmaj
- 1. How videos can elevate your Google rankings and improve your EEAT Benjamin Szturmaj SIXT @Szturmaj Speakerdeck.com/szturmaj
- 2. ideo V
- 3. Why bother?
- 4. Total Visits in billions 2020 Mobile Desktop Source: SEMrush Traffic Analysis Tool
- 5. Total Visits in billions 2023 Mobile Desktop Source: SEMrush Traffic Analysis Tool
- 6. Content Goblins destroy the fun
- 7. Content Goblins destroy the fun
- 8. Content Goblins destroy the fun
- 9. Content Goblins destroy the fun
- 10. Content Goblins destroy the fun Time you need to find the recipe!
- 11. Surprising news? Source: The New York Times
- 12. Google’s Answer
- 13. Google’s Answer Source: Brodie Clark (X / @brodieseo)
- 14. Google’s Answer Source: Brodie Clark (X / @brodieseo)
- 15. Search Off the Record EP33 “I don't know if we are there yet, but eventually, especially if I see that the search engines pick it up, and they can present it in some way, then maybe we should push for it.” Gary Illyes
- 16. Search Off the Record EP33 “I don't know if we are there yet, but eventually, especially if I see that the search engines pick it up, and they can present it in some way, then maybe we should push for it.” March 2022!
- 17. Let’s dive in
- 22. Quality Rater Guidelines ”Video” is mentioned 106 times
- 23. Quality Rater Guidelines “As long as the page is created to help people, we will not consider any particular page purpose or type to be higher quality than another”
- 24. 7.3 High Level of E-E-A-T “Experience is valuable for almost any topic. Social media posts … are often High quality when they involve people sharing their experience.”
- 27. Award winning Cats = High E-E-A-T
- 28. Is high quality equipment mentioned anywhere?
- 29. A TikTok Video can be helpful
- 30. Videos are as much rated and evaluated as your “regular” website content.
- 31. Handle video with the same quality in your strategy as every other content piece! Videos are as much rated and evaluated as your “regular” website content.
- 32. Handle video with the same quality in your strategy as every other content piece! (Don’t be a content goblin) Videos are as much rated and evaluated as your “regular” website content.
- 33. Handle video with the same quality in your strategy as every other content piece! (Don’t be a content goblin) Videos are as much rated and evaluated as your “regular” website content.
- 34. Cooccurrences of an entity in crawlable and interpretable content ….help Google to classify an author or publisher in a thematic context. Video helps to classify the Author Source: Olaf Kopp (Search Engine Land)
- 35. The number of co-occurrences as well as the authority and trustworthiness of the sources in which the co-occurrences occur can be used for the evaluation according to E-A-T. Video helps to evaluate your E-A-T Source: Olaf Kopp (Search Engine Land)
- 38. Video & SEO Strategy
- 40. Video & SEO Strategy Videos aren’t mandatory for each page you own
- 41. Video & SEO Strategy ..but on some, they should be definitely shown! Videos aren’t mandatory for each page you own
- 42. Video & SEO Strategy The simple way: Observe the SERPs!
- 43. Video & SEO Strategy ”How to” keywords win very often!
- 47. SEO Tools Filter for video results
- 48. Video & SEO Strategy - Local
- 49. Thanks, Ben
- 50. Here comes the juicy stuff
- 52. Video-Brainstorming Some people like to read
- 53. Video-Brainstorming Some people like to watch photos
- 54. Video-Brainstorming Some people like to watch videos
- 55. Where would you prefer to see a video rather than images or text?
- 60. Search Data is terrible for creative Video ideas!
- 61. There is no “real” YouTube search volume Data!
- 62. Think like this Where could a video really Help my customer?
- 63. Think like this Where could a video give additional context to words and photos?
- 64. Search Off the Record EP33 (while talking about cooking recipes) “…but with a video, you can actually see the speed, you can see the motion exactly how it is, so I definitely understand why people prefer, in some cases, videos over images or text.
- 65. Think like this Where could a video give additional context to words and photos?
- 66. Ask ChatGPT I work as an SEO at (the car rental company SIXT). I want to enhance our customers’ experience through videos. Where do you think videos could improve our customers’ experience and perception of our brand as trustworthy and authoritative in the field of (car rentals), particularly when renting a car at LAX airport?
- 68. Technical setup
- 71. Clear Audio
- 72. Keywords in the script
- 73. Clear Audio Add keywords in your script (naturally please) Create content for all platforms Don’t rely on SEO tools alone Brainstorm – Where could a video help?
- 77. V
- 80. Video content can’t be “stolen”!
- 81. The in E-E-A-T V
- 82. E-E-A-T E E A T
- 89. Upload your first video. Today!
- 90. One more thing…