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How videos can elevate
your Google rankings
and improve your EEAT
Benjamin Szturmaj
SIXT
@Szturmaj
Speakerdeck.com/szturmaj
ideo
V
Why bother?
Total Visits in billions 2020
Mobile Desktop
Source: SEMrush Traffic Analysis Tool
Total Visits in billions 2023
Mobile Desktop
Source: SEMrush Traffic Analysis Tool
Content Goblins destroy the fun
Content Goblins destroy the fun
Content Goblins destroy the fun
Content Goblins destroy the fun
Content Goblins destroy the fun
Time you need
to find the recipe!
Surprising news?
Source: The New York Times
Google’s Answer
Google’s Answer
Source: Brodie Clark
(X / @brodieseo)
Google’s Answer
Source: Brodie Clark
(X / @brodieseo)
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
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!
Let’s dive in
Quality Rater Guidelines
”Video” is mentioned 106 times
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”
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.”
Cats = Experience
Cats = Experience
Award winning Cats = High E-E-A-T
Is high quality equipment
mentioned anywhere?
A TikTok Video can be helpful
Videos are as much
rated and evaluated as
your “regular” website content.
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.
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.
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.
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)
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)
Video & SEO Strategy
Video & SEO Strategy
Videos aren’t
mandatory for each page you own
Video & SEO Strategy
..but on some,
they should be definitely shown!
Videos aren’t
mandatory for each page you own
Video & SEO Strategy
The simple way:
Observe the SERPs!
Video & SEO Strategy
”How to” keywords
win very often!
SEO Tools
Filter for video results
Video & SEO Strategy - Local
Thanks, Ben
Here comes the juicy stuff
Video-Brainstorming
Video-Brainstorming
Some people like to read
Video-Brainstorming
Some people like to watch photos
Video-Brainstorming
Some people like to watch videos
Where would you prefer
to see a video rather
than images or text?
Search Data is terrible for
creative Video ideas!
There is no “real”
YouTube search volume Data!
Think like this
Where could a video really
Help my customer?
Think like this
Where could a video
give additional context
to words and photos?
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.
Think like this
Where could a video
give additional context
to words and photos?
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?
Technical setup
Clear Audio
Keywords in the script
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?
V
Video content
can’t be “stolen”!
The in E-E-A-T
V
E-E-A-T
E E A T
E-E-A-T
E
E
A
T
xperience
xpertise
uthority
rustworthiness
E-E-A-T
Experience
Upload your first video.
Today!
One more thing…
How videos can elevate your Google rankings and improve your EEAT - Benjamin Szturmaj

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How videos can elevate your Google rankings and improve your EEAT - Benjamin Szturmaj