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“PDP’s are the new homepages” is a mantra we’ve heard repeated the past few years. Search habits lead people straight to products, rather than scrolling through “What’s new” or navigating your home page.
The reason is simple: We’re strapped for time and want to get straight to the point. By enriching PDPs with content, product information and inspiring designs, retailers can engage customers where purchase intent is at the highest.
Did you know that video is a proven way to massively boost organic search traffic from Google to your PDPs? Here is how it works:
Video keeps visitors on your page longer
When ranking and recommending your page, Google looks at how long people stay on the site, as it indicates how useful it is to visitors. This is also known as “Dwell Time” in SEO-lingo.
Videos work exceptionally well at keeping people around by engaging, entertaining, inspiring or providing valuable information, thus driving time-spent-on-site up.
Video reduces bounce rate dramatically
By extension of keeping visitors around longer, video reduces bounce rates dramatically, which is another metric Google looks at when ranking your page. Bounce rate illustrates how interesting your page is at a glance. The first impression, if you will.
Videos are engaging and capture attention, making people stick around a few seconds to watch or click, dramatically reducing bounce rates.
Better visibility and previews
Did you know that video can help you take up more space in search results and thereby improve the visibility of your site in a (pixel) physical way?
If you add the proper metadata - or schema markup - correctly describing your video’s content and technical information, your page can show up in searches with a video thumbnail.
This is powerful, because a video preview is far more clickable than a plain text link - we see the same pattern when Bambuser customers activate the Floating Action Button, massively increasing video views as a result of the dynamic preview.
Shares, links and backlinks
Because videos are engaging in nature, they are more likely to be shared, which again will affect your search engine ranking positively.
A video used on PDPs in a strategic way usually funnels customers in a specific direction, meaning they link to other destinations on the site. Internal linking makes a site feel more connected and structured, which is something Google looks for when ranking websites.
With regards to the engaging nature of videos, sharing will yet again influence your search engine ranking positively, as every share results in a “backlink”, meaning external sites linking back to yours. These link-networks will grow from customers, influencers and even other websites sharing your videos.
AI search and GEO: The internet traffic of the future
The future of search will not only include the traditional search engines, but very much leading LLMs such as Gemini, ChatGPT and Grock.
Video on PDPs will be a powerful way to gain visibility in AI-generated answers and improve your GEO rankings.
Unlike traditional SEO, generative engines don’t just look at keywords; they try to understand the full meaning of your content. This means that when your PDPs include clear, informative videos, AI systems can pull variable content from your narration, transcript, on-screen text or even comments to shape answers and help you appear in AI search.
The key is to create videos that genuinely explain, demonstrate and answer real customer questions.
Video gives a strong ROI
Did you know that almost 9 out of 10 marketers say video gives them a strong return on investment?
The effort you put into heavily featuring video content on your PDPs will pay off because of boosted visibility and all around better customer experiences, which is - at the end of the day - retailers are competing to provide.
If you haven’t yet featured video as an integral part of your PDP optimization strategy, this is your sign to do so!
The easiest way to get started and see results fast, is to use Bambuser’s Shoppable Video feature as part of your e-commerce strategy. You can read more here.
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