In one study, researchers found that videos are 50 times more likely to be found in search than text content. Now, that certainly isn’t going to be true for all search terms—it depends a lot on what your competition is. However, if you have thoroughly optimized videos, you can greatly increase your SEO. This is partially due to the fact that even with the vast number of videos available on YouTube, there is an even vaster pool of text content out there. Even better, most of those videos aren’t optimized for search, which means video content is low-hanging SEO fruit.

Since the Google Penguin and Panda updates, a lot of SEOs finally have realized that ranking a website in the long term is not just about building a large number of links. It’s also about creating high-quality content that will attract links naturally over time.

However, one type of content that still is underutilized in the world of SEO is online video. Although a lot of brands are incorporating video content into their overall online marketing strategies, most SEOs don’t place a high priority on it. Usually, they opt for creating various other types of content (e.g., infographics, images, written content, etc.).

If used correctly, video can be an extremely powerful form of content and make a significant contribution to your overall SEO strategy, in more ways than one.