Squarespace SEO Tips - A case study in boosting rankings with video content
Hi there, I'm Britt, a Squarespace Designer and digital marketer. In recent months, my website rankings have grown quite dramatically, landing me on the first page of Google for local search terms like “web design Vancouver” and I’ve seen significant improvements in my rankings for incredibly competitive keywords like "Squarespace Web Designer".
This case study will explore one of the most impactful strategies that contributed to this success: the creation and optimization of video content, as well as repurposing blog posts into different formats such as podcasts. I’ll examine how these approaches align with recent changes in the SEO landscape and provide actionable advice for others looking to enhance their Squarespace SEO performance.
One of the most significant changes I've implemented in recent months was the creation of video content. Google has been increasingly prioritizing video in search results. Additionally, I've been experimenting with transforming my blog posts into podcasts, which has allowed me to tap into new audiences and diversify my content offerings. Let’s dive in.
A Real-World SEO Example
Recently, I created a blog article, Web Design Trends 2025 and I have since received nearly 800 visits with pretty excellent engagement metrics and time on site (over 4 minutes).
Squarespace SEO | Blog Post Views and Time on Site
Lately I have really been stressing the importance of creating content with various formats. That isn’t to say you should burn yourself out creating 10 different types of content and pushing them across every social network. In my opinion this isn’t a great use of time and likely wont give you the results you’re after.
Instead, I've found success by strategically repurposing my content into select formats that resonate with my audience. For example:
I transformed the "Web Design Trends 2025" blog post into a concise, visually appealing video.
I also adapted the content into a podcast episode, allowing me to reach audiences who prefer audio content.
This targeted approach to content diversification has allowed me to:
Reach a broader audience across different platforms
Cater to various content consumption preferences
Reinforce my message through multiple mediums
Maximize the value of my initial content creation effort
By focusing on quality over quantity and choosing formats and channels that align with my audience's preferences, I've been able to significantly boost my SEO performance and engagement rates without spreading myself too thin.
This strategy is something you can easily implement yourself. Start by identifying your most successful content pieces and consider how you can repurpose them into different formats. With user-friendly to platforms like Veed, Descript and Canva, creating videos or podcasts from your existing content can be a low-effort, high-reward approach to expanding your reach and improving your SEO.
Content That Moves Prospects Through the Funnel
Another reason this approach works well is because this, presented in various formats, can help people in the exploratory phase and move them from consideration to purchase. For example, often people know they want to update their website, but need a little web design inspiration to feel compelled to move forward with next steps. I have even had people say “I really liked your web design trends blog post - it gave us a lot of ideas for how we want our new website to look”
I think this is a great example of how content can help move people through the purchase journey, and an important note that not all content needs to be transactional, or bottom of funnel to help drive revenue.
The Impact of Multi-Format Content for SEO
My blog posts typically delve deep into topics, providing comprehensive information. However, I recognize that not all audience members have the time or preference for lengthy written content. To cater to diverse preferences and time constraints, I've begun experimenting with multi-format content creation.
For instance, I transformed my "Web Design Trends 2025" blog post into various formats:
Original long-form blog post: For those who enjoy in-depth reading.
Short video summary: A quick one-minute overview for visual learners or those short on time.
AI-generated podcast: An audio version for listeners who prefer to multitask or consume content on-the-go.
I've uploaded the podcast version to YouTube and also created a new section on my website called "Audio Guides." This approach allows me to repurpose valuable content, making it accessible to a broader audience while potentially boosting my SEO performance through increased engagement across multiple platforms.
By diversifying content formats, I'm able to:
Cater to different learning styles and preferences
Increase content accessibility
Enhance user engagement
Improve overall SEO performance
Maximize the value of each piece of content created
This multi-format strategy not only serves my audience better but also aligns with modern SEO best practices, which favour diverse, high-quality content across various mediums and platforms.
SEO Benefits of Video Content
When users search for "Web Design Trends 2025," my video consistently appears within the top 5 results on Youtube. This prominent placement offers several advantages, especially considering that it wasn’t a ton of work to deliver my blog post in a simple one minute video format:
Increased visibility: More users are exposed to my content, expanding my potential audience.
Enhanced credibility: Ranking highly in video results can boost perceived authority on the topic.
Improved click-through rates: Video thumbnails often stand out in search results, attracting more clicks.
Website traffic boost: The video description includes a link back to my website, driving additional traffic.
By diversifying content formats, I've not only catered to different user preferences but also tapped into the potential of video SEO. This approach has effectively broadened my digital footprint, making my content more discoverable and engaging across multiple platforms.
Focusing on Brand for SEO
One tip that I think is important to add for anyone trying this format is to remember to add some sort of call to action or branding to the end of your video. As we move towards 2025, leaning into your brand will become increasingly important for SEO success. The future of marketing lies in a more comprehensive strategy that emphasizes brand-building over relentless performance marketing.
Creating a strong, resonant brand that conveys your values and unique value proposition is crucial for building trust and loyalty. This approach extends to content creation across various formats, including video, which can significantly boost visibility and website traffic.
How Search is Evolving
It's important to remember that traditional search engines like Google are no longer the only way people seek information. Platforms like TikTok and YouTube have become increasingly popular as search engines, especially among younger generations. Additionally, AI-powered chatbots like ChatGPT are revolutionizing the way people access information.
More recently I am starting to see Chat GPT and Perpelexity as website traffic sources. This trend has several implications for content creation and SEO:
As AI becomes more adept at understanding natural language, content should be written in a conversational, human-like tone.
AI can generate basic content, so providing unique perspectives and insights becomes crucial for standing out.
Creating content that thoroughly addresses user intent becomes even more critical as AI gets better at matching queries with the most relevant information.
Aligning your SEO and Content Strategy with Recent SEO updates:
In August 2024, a Google Core Update rolled out, and I believe it played a big role in helping with my website visibility. Here's how I think it benefited my SEO:
Content Quality: I make an effort to produce high-quality, user-focused content, and I believe this update recognized and rewarded my effort. The update's emphasis on genuinely helpful content aligns well with my strategy of prioritizing user value over pure SEO tactics.
Multi-format Approach: My strategy of offering content in various formats (text, video, audio) seems to have been particularly favored. This diverse approach caters to different user preferences and I think it's seen as providing more comprehensive value to my visitors.
User Experience: My site offers a smooth, engaging user experience across different content types, and I believe this update boosted my rankings as a result. Google's increasing focus on user experience signals seems to have positively impacted my site, which prioritizes user engagement.
E-E-A-T Principles: I think my multi-format content strategy demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). The August 2024 update appears to have further refined Google's ability to recognize and reward these qualities in my content.
Long-term Strategy Payoff: I've been consistently focusing on creating valuable content rather than chasing short-term SEO tactics, and I believe this update was the tipping point where Google's algorithms fully recognized and rewarded my efforts.
Key Squarespace SEO Tips and Takeaways:
In light of recent Google updates and evolving SEO trends, optimizing your Squarespace site requires a multi-faceted approach. While video content has become increasingly important in search results, a comprehensive strategy involves various content formats and Squarespace SEO best practices. Here are some key tips to remember as you work to improve your Squarespace website visibility and align with the latest SEO developments:
Diversify Your Content Formats:
Don't rely solely on written content. Incorporate videos, podcasts, and infographics to cater to different user preferences and increase engagement.
Prioritize Quality and Comprehensiveness:
Create in-depth, well-researched content that provides significant value to your audience. This approach can help establish your authority and attract backlinks.
Optimize for Multiple Platforms:
Distribute your content across various platforms, including your website, YouTube, podcast directories, and social media. Ensure each piece is optimized for its specific platform.
Strengthen Brand Recall:
Incorporate storytelling elements that align with your brand values to make your content more engaging and memorable and remember to add a call to action or branding to the end of your video for better brand recall.
Align with Core Update Principles:
Stay informed about Google's core updates and adjust your content strategy to align with their focus on user value and experience.
Emphasize E-E-A-T:
Showcase your Experience, Expertise, Authoritativeness, and Trustworthiness in your content across all formats to improve your standing in Google's eyes.
Focus on User Experience:
Ensure your Squarespace site provides a smooth, engaging experience across all content types and devices, as this is increasingly important for SEO.
Conclusion:
Remember, SEO is an ongoing process, and what works today may need adjustment tomorrow. Stay curious, be willing to experiment, and always prioritize providing value to your audience. By following these principles and implementing the strategies outlined in this case study, you'll be well-positioned to improve your own Squarespace SEO performance and achieve greater online visibility for your business.
Looking for more Squarespace SEO tips? Visit the blog posts below or take a look at my recent blog post, Ten Squarespace SEO Tips From a Squarespace Designer.
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