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

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.

1. How videos can elevate
your Google rankings
and improve your EEAT
Benjamin Szturmaj
SIXT
@Szturmaj
Speakerdeck.com/szturmaj

2. ideoV

3. Why bother?

4. Total Visits in billions 2020
MobileDesktop
Source: SEMrush Traffic Analysis Tool

5. Total Visits in billions 2023
MobileDesktop
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 typeto 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.”

25. Cats = Experience

26. Cats = 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 classifyan 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 evaluationaccording 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 definitelyshown!
Videos aren’t
mandatory for eachpage 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

51. Video-Brainstorming

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 videorather
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
Helpmy 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,
videosover 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-TV

82. E-E-A-TEEAT

83. E-E-A-T
E
E
A
T
xperience
xpertise
uthority
rustworthiness

84. E-E-A-T
Experience

89. Upload your first video.
Today!

90. One more thing…