Video on your site: not for vanity, but for traffic

When you add a video to your site, Google sees a quality signal: the time people spend on the page grows, bounces drop, and ranking improves as a result.

It's not coincidence. Google rewards content that holds attention, and videos do that naturally. A page with video gets about 1.4% more traffic than the same page without video, at equal written content. It's not massive, but it's consistent and easily verifiable in Google Analytics.

The secret is not to add videos at random. A three-minute video on a shoe product page converts better than a thousand descriptive words. A short film showing your real neighborhood shop, with people walking in, tells more than a paragraph of «welcome to us».

Where to place videos so they actually count

The homepage attracts clicks, but often distracts from the main goal. Product pages, case studies, and the «About» page work better: the visitor is already interested, the video deepens that and pushes toward conversion. A 20 to 60-second video is enough: longer and they leave.

Google indexes videos. If you add captions and a transcript, you double the odds that the content gets found. It's not a secret technique: it's respect for deaf people and those who can't turn on sound, and Google likes that.

How we do it: Before we add a video, we define exactly what it should do: showcase a product, explain a process, tell a story. Then we host it on Vimeo or YouTube with a strategy of transcription, captions, and readable metadata. It's not the video that counts, it's its place in the flow of whoever watches it.