When you want to use social media, your website, and other digital marketing tools to drive customers to your dealership, video content is a great way to do it. The good news is, you don’t have to be Steven Spielberg to do it.

By now, we’ve all heard that search engine optimization (SEO) is critical to your website’s success, but SEO isn’t limited to text. It can be boosted by video content as well.

Here are four ways that video content can improve the effectiveness of the SEO on your website and get people through your front door.

1. It All Comes Down To Google

If Google cares about video, you need to care about video. And Google cares about video. So then the question becomes, how do you use video content effectively to improve your SEO in Google’s eyes?

For starters, Google cares about the quality of your content and its relevance to what someone types into Google’s search bar.

When you search for something, Google looks at the text on billions of websites and other types of media that might answer your question to help you get the best answer to your question.

The same is true for your customers. When they search for a particular vehicle model or want to know how often they should rotate their tires, Google searches for text and videos that answer this question. If you have a video that answers this question, Google will point people to your website.

2. Video Generates Traffic

One of Google’s methods to determine search rankings is the amount of traffic going to a page. The thinking is, if a website has a large number of people visiting it, then it must be doing something right. If other people find the content relevant and informative, then you probably will too.

When building a website and social media presence, you want to be that website that draws the traffic and catches Google’s attention. How do you do that?

Engaging video and entertaining content. More people are likely to discover your website through a YouTube or Instagram video than through a specific Google search.

The more videos you make, the more traffic you can draw to your pages. You don’t need to turn your showroom into a soundstage by any means, but consistent content that pertains to your industry will help build your awareness.

Think about what people search for, then see if you can create a video that answers that question. Topics might include:

• How to save on a new car?
• Is it better to lease or finance?
• What cars come with Apple CarPlay®?
• How do I check my tire pressure?
• How often should I rotate my tires?

YouTube and Instagram videos that answer these questions and link to your website will raise your awareness on Google.

3. Video Holds Your Attention Longer

Are you still reading this? Wouldn’t you prefer a video that explains this to you? The same is true for your customers. A video will typically keep your audience engaged longer than a blog post will.

This is important because Google tracks how long people stay on your website. If they stick around for a few minutes, Google infers they found what they were looking for. If they click away after a few seconds, Google concludes the opposite.
You want people to hang around. Video grabs attention and consistently holds attention for longer periods.

4. Views Bring Backlinks, and Backlinks Bring Authority

The more people who link to your content and share it, the more authority Google believes you have. This authority is another factor Google accounts for when ranking its search results.

When you want to be at the top of the list, you need to be the most authoritative. Views and shares bring this authority.

By posting video content to YouTube and social media channels such as Instagram and Facebook, you create an opportunity for more traffic to your website that will boost your rankings.

So, what does this all mean? When you create relevant video content that answers people’s questions and holds engagement, it will help tick Google’s checklist and boost your search results ranking.

What are you waiting for? Take out your phone, say, “Action!” and start posting. The more you do it, the more comfortable you will be and the more your search ranking will rise.