Why Video Production Now Plays a Bigger Role in SEO and AEO Than Ever Before
- Paul Francis
- 22 hours ago
- 3 min read
Search has changed. People no longer type keywords into Google and click blue links. They ask questions, expect direct answers, and increasingly consume results through video.
With the rise of AI driven search, featured snippets, and answer based results, video production is no longer just a branding tool. It has become a key part of modern SEO and AEO strategy.
At Novus Marketing Solutions, we are seeing this shift clearly across client projects. Businesses that invest in video are not just improving engagement. They are improving discoverability.
What is AEO, and why does it matter
AEO stands for Answer Engine Optimisation. It focuses on helping search platforms provide direct, useful answers to user questions rather than simply ranking pages based on keywords.
Search engines now prioritise content that:
Clearly answers specific questions
Demonstrates authority and relevance
Is easy to understand and consume
Matches user intent
Video content fits this model exceptionally well.
Why Search Engines Are Favouring Video Content
Search platforms are increasingly designed around user experience. Video helps deliver that.
Video content:
Keeps users on pages longer
Explains complex topics quickly
Builds trust through human presence
Answers questions clearly and naturally
Because of this, video often appears:
In featured results
In rich search snippets
Within Google video carousels
Alongside AI-generated summaries
This is no longer limited to YouTube. Video hosted on websites and optimised properly is now part of search performance.
Video and SEO Work Best Together
Video does not replace traditional SEO. It strengthens it.
When video is embedded into key website pages, it can:
Increase time on page
Reduce bounce rate
Support page relevance
Improve user signals that search engines track
Search engines are not just reading text. They are measuring how people interact with content.
If users stay, watch, and engage, that page sends strong signals.
How Video Supports Answer-Based Search
People search with questions like:
How does this work
What should I choose
Why is this important
Video allows brands to answer those questions clearly and conversationally.
A short explainer video, interview, or walkthrough can:
Directly answer a search query
Be surfaced as a video result
Be used by AI-driven search summaries
Reinforce authority and trust
This is where video production becomes a strategic SEO asset rather than just visual content.
What Types of Video Perform Best for SEO and AEO
Not all videos serve the same purpose.
The most effective formats include:
Explainer videos answering common questions
Service overview videos
Client testimonials and case studies
Behind the scenes and process videos
Interview style content with clear insights
These formats align naturally with how people search and how search engines interpret relevance.
[Insert link to your Case Studies or Portfolio page here]
Structure Matters as Much as Production Quality
High-quality production helps, but structure is just as important.
Effective SEO friendly video content:
Has a clear topic and purpose
Matches the page it lives on
Is supported by text, headings, and context
Is optimised with titles, descriptions, and transcripts
When video and website structure work together, results improve significantly.
Why Businesses Should Be Planning Video Earlier
As search continues to evolve, businesses that plan video content early gain an advantage.
Video should be part of:
Website builds
Service pages
Content planning
SEO strategy
Waiting until later often means missing opportunities where video could have supported visibility and conversions from the start.
Video production is no longer just about looking professional. It is about being discoverable, answerable, and trusted.
As SEO evolves into answer-driven search, video becomes one of the strongest tools businesses can use to stay visible and relevant.
If video is not part of your SEO and AEO strategy yet, it should be.
If you want video content that supports search, strategy, and storytelling, the Novus team is ready to help.
