Statistics show that 17% of people spend less than four seconds on a website, but they are willing to spend 2.7 minutes watching a video online. That statistic alone goes to show how visual we are and how powerful video can be. With that being said, it’s important to know how effective video can be when it comes to Search Engine Optimization (SEO). First, what's SEO? Search engine optimization. That's kind of a fancy way of describing strategies for getting your website to show up in a Google search or other search engines. We’re all vying for Google’s attention or rather more so for the attention of potential leads and customers. There are so many ways to optimize your site, including blogging, use of images, keywords etc. Below we will explore ways on how using video on your website helps with SEO.
Have you ever wondered, if a video plays and no one is there to hear it, does it make a sound?
Perhaps a philosophical question at best, but a good question to ask yourself. We believe that no if a video plays and no one is there to hear it, then it doesn’t exist. So instead of uploading a video on your site with the hopes of someone seeing/hearing it, let’s take a more proactive approach. Here’s how video can help with your SEO:
1. Shows as a result in search
When embedding a video onto your website, you are more likely than not to appear in a search. Obviously, ranking on Google’s first page is top priority when it comes to SEO. According to the 2009 Forrester study that says “pages with video are 53x more likely to rank on the first page of Google search results.” Even though that study is five years old, it is still relevant and the point remains – Google SERPs prioritize video results. Not only are video results increasingly common in Google's search results, but your videos stand a much better chance than your text pages of being shown on the first results page.
2. Helps convert traffic
What’s the benefit of driving traffic to your website without a conversion? There is none. Attaining web traffic is one thing but getting customers is another and ultimately the end goal. By embedding video on your site, your chances of conversion increase. Also, every YouTube video you create and upload represents a long-term video marketing presence that can last for years to come. Best practices dictates to include a link to your website in the video description and/or in the video itself to drive more people away from YouTube and over to your site itself.
3. Video itself can be optimized as its own result
In addition to optimizing your site, you can also optimize the video itself so it shows up as its own independent result. Some ways you can optimize your videos include:
• Optimize with keywords.
• Distribute videos on video-sharing sites.
• Implement a linking strategy.
• Encourage viewers to share your videos.
• Re-purpose your videos.
4. Search engines can give extra credit to videos
Video content is popular because it’s easy to consume and travels well. While it’s easy for the viewer, it can take a lot of effort to create, so Google assumes it’s high quality content and is likely to give you extra credit. According to Wistia.com, Google gives a lot of credit to video. Videos are harder to make than text articles. They're also more information dense. So when Google sees a page with a video on it, they give it more credit, and it ranks higher.
5. Video can be tagged for its own independent search terms
As mentioned earlier, videos can be optimized so that it has its own independent search result. Choosing relevant keywords can help you get your video content in front of interested users. Users search for topics related to what entertains them, so choose your keywords accordingly. Some may include:
• Names (celebrities)
• Titles (movies, shows)
• Objects in the video (cars, etc.)
• Emotions (funny, hilarious)
When choosing your keywords, think about the trends happening in online video overall, plus trends on YouTube (hot topics, political awareness, celebrity gossip, and popular videos).
So now that we’ve covered a few of the basics, let’s get to work. If you have any questions on how else you can optimize your site and videos, give us a call at 855-472-1892 or email us at firstname.lastname@example.org.