If you have ever tried to improve your website’s visibility on Google, you have probably heard the phrase “content is king.” But in today’s digital world, it is not just about having any content, it is about having the right kind of content. And right now, nothing captures attention or builds connection quite like video.
Video has become one of the most powerful tools for businesses looking to boost their SEO, engage visitors, and turn clicks into customers. Whether you are running a small business in Tauranga or managing a national e-commerce brand, using video strategically can help your website climb the rankings and keep people around long enough to take action.
Let’s look at how video improves SEO performance and why partnering with the right video production company can make all the difference.
Google wants to send users to pages that are genuinely useful, engaging, and relevant. One of the ways it measures this is through dwell time, which is the amount of time someone spends on your site after clicking from a search result.
When people land on a page and find a well-made, relevant video, they tend to stay longer. Maybe they are watching an explainer video about your product or a clip showing your team in action. That extra minute or two signals to Google that your page provides value, which can positively influence how your site ranks.
Even a simple video placed near the top of your page can make a noticeable difference in engagement. People are naturally drawn to visuals and movement, and once you capture their attention, you are already halfway to earning their trust.
Another SEO benefit of video is that it helps reduce bounce rates. If someone lands on your page and immediately clicks away, Google interprets that as a sign that your page did not meet their needs. High bounce rates can drag down your search rankings.
Adding video gives visitors a reason to stay longer and explore more. For example, a short product demo might lead them to check out your pricing page, while a customer testimonial video could encourage them to contact you.
Think about your own experience browsing online. If you land on a text-heavy page, it is easy to skim for a few seconds and move on. But if there is a short, professional video that helps you understand something faster, you are more likely to watch, absorb, and engage. That same behaviour happens with your visitors, and Google rewards it.
Google aims to show results from websites that demonstrate authority, meaning they provide trustworthy, expert content on a topic. Embedding videos on your site is an excellent way to do that.
When you use video to explain your services, share insights, or show case studies, you are not only improving engagement but also building topical authority. Search engines notice when people spend more time on your content, interact with it, and share it elsewhere.
Video can also help you attract backlinks, which are like votes of confidence from other websites. A valuable, well-produced video such as a tutorial or how-to can get shared across blogs, news outlets, or social platforms. Each time someone links back to your page, your domain authority improves.
If you are serious about quality content, it is worth investing in a professional video production company like CAW Video. They understand how to tell your brand story in a way that is both visually appealing and strategically designed to keep people watching. The difference between a shaky phone clip and a polished, well-edited video can be the difference between average engagement and meaningful growth.
Good SEO is not just about keywords and backlinks, it is also about creating a great user experience. Visitors should understand what you do quickly, find what they need easily, and feel confident about your brand.
Video helps with that on multiple levels. It can make complex topics easier to understand, introduce your team or process in a friendly way, and bring personality to your website. It is also mobile-friendly, which is a huge plus when most searches now happen on phones.
A homepage or landing page with a short, high-quality video can instantly communicate professionalism and authenticity. When users enjoy the experience, they are more likely to explore other pages or convert into leads, which tells Google your site deserves more visibility.
It is worth remembering that Google owns YouTube, the world’s second-largest search engine. When you create and optimise video content for both your website and YouTube, you double your chances of being discovered online.
A YouTube channel linked to your website helps your brand appear in both Google search and video results. You can use video titles, descriptions, and tags to target specific keywords while linking back to your site. It is a simple but effective way to increase exposure, build credibility, and drive new visitors to your website.
For many Kiwi businesses, a well-optimised YouTube presence supported by a solid video strategy has become a key part of digital growth.
Search engines may rely on data, but behind every click is a real person. At its core, SEO is about trust, and nothing builds trust faster than seeing real people, hearing real voices, and watching genuine stories.
Video gives your brand a human touch. It helps people feel connected, informed, and confident about choosing you over the competition. That is why video marketing is no longer a nice extra, it is an essential part of a strong digital strategy.
If you want to lift your rankings and connect more deeply with your audience, consider working with a video production company that understands both creativity and marketing. The right video does not just make your website look better, it makes it perform better.