How to think about adding video to the site content/strategy
Video — when it’s done well, it’s one of the most powerful tools for building credibility, improving user experience, and strengthening E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). But not every video automatically improves page quality. The quality of production, clarity of delivery, and how well it fits the page’s purpose all factor into how it contributes to overall site strength.
HBB was built on video (HoustonVideoAgency.com). This isn’t intended to discourage you from adding video to your playbook, but this is intended to start to guide you through whether video is going to be helping you accomplish your core mission.
Here’s how we look at it:
1. Video should serve the page’s purpose.
A video enhances a page when it directly supports what that page is trying to accomplish — explaining a process, showing expertise in action, or helping users solve a problem. When the format or quality distracts from that, it can actually reduce perceived trust and effort.
2. Quality signals matter as much as content.
According to Google’s Search Quality Rater Guidelines, high-quality Main Content (MC) requires visible effort, originality, and skill. That doesn’t mean every video needs to be cinematic, but it should feel intentional and professional — good lighting, clear audio, and editing that makes it easy to absorb. These are signals of care and credibility, the same way well-written copy signals expertise.
3. E-E-A-T is demonstrated, not declared.
Video is one of the best ways to show real experience — a person explaining something they’ve done firsthand is inherently powerful. But when the format or production undercuts that authority (e.g., poor sound or framing), it can unintentionally make expert content feel less credible. A well-produced, digestible video builds trust because it combines expertise with clarity and effort — the exact traits Google associates with “highest quality” pages.
4. It’s about the story and the experience.
Our goal isn’t just to “add video.” It’s to use video as a storytelling tool that enhances how the audience experiences the brand and the page. Sometimes that means re-shooting or repackaging a great message into a more engaging, high-quality format — not because the original message wasn’t valuable, but because presentation affects how that value is received.
In short: we believe in video. We just believe in it done right — where the content, production, and purpose all work together to build trust, demonstrate expertise, and create a truly high-quality experience for the user.
