Why it’s such a good idea to create video content for your business or brand? For starters: search engine optimization. Not only is SEO essentially the base of your entire online marketing presence, but it’s also proven to have a direct impact on your profits by increasing engagement, conversions, and (ultimately) revenue. In 2022 the algorithms have changed and SEO is impacted by video far more than a lot of people realize.
There are seven key ways that video content can improve your SEO efforts that are indispensable in the post 2021 search updates.
1. If Google wants video so much, then give them video!
One of the biggest ways that video marketing content can improve your SEO has to do with Google’s internal algorithm for generating search engine results pages. Keep in mind that Google values two things above all others: the quality of your video content, and how close it matches someone’s original search terms.
To determine both of these things, Google doesn’t just look at the words on a particular page. It also scans for other types of media to see precisely what you have to offer. If your sites have a mixture of not only text but also quality visuals like videos, that means your pages are as mixed as they are informative—thus giving a boost to your SEO efforts.
2. Video Has The Highest ROI For SEOs
One of the things that Google looks at when assessing search rankings is the amount of inbound traffic you have. If your domain has a massive amount of daily visitors, most likely they’re coming for a good reason—and other people conducting similar searches will probably find your content interesting as well.
People are more likely to visit your website by watching a video on YouTube, Facebook, other video platforms or other social media channels than they are any other type of content. This is one of the main reasons why so many B2B and B2C businesses have to Vanust video marketing or other video content agencies and are investing heavily in video content!
The more video content you create or have created for you, the more quality traffic you can draw to your pages, which will, boost your overall SEO in the long term.
3. Compared to Text, Video Keeps People on Your Page Longer
Another very important thing to remember is that search engines like Google, Bing, DuckDuckGo etc also pay close attention to how long people are staying on your site once they click through (bounce rate). If you have a considerable amount of inbound traffic, but those people all leave after just a few seconds, it stands to reason that your content isn’t all that great and they’re going elsewhere for the answers they are looking for, with shorter and shorter attention spans people want easily consumable content like video.
Video will more consistently keep people engaged and on your page for longer periods of time. People are more likely to watch a video than they are to read something like an article or blog post, even if those two things are trying to get across the same core pieces of information. I think we can all agree it's easier to kick back and watch a video vs reading a block of text. By relying so much on video marketing to increase the amount of time someone spends on your page, you significantly improve your bounce rate, which, helps search engines like Google and Bing skyrocket your blog to the top of their rankings!
4. Backlinks Are More Likely If You Have Videos
Similarly, high-quality backlinks are one of the most critical factors that Google uses to determine search engine rankings. The more people are linking to your blogs, videos or other content and to your website, the more authority you are seen as having. The more authority you have, the higher your pages rank in the search results, video marketing agencies know this are are springing up like wild flowers.
Publishing video content on sites like YouTube, on social media, or even on Google my business is the perfect opportunity to not only earn referral traffic but also quality traffic that can really boost your rankings. Not only that, but this will also have a positive long term effect across your social media efforts. Don’t forget that although Google does keep the exact structure of its own algorithm a secret to stop people from cheating the system, there’s a very strong (and very real) connection between high volumes of social shares and higher positions in search engine results pages. Yes, it’s true that this is largely an indirect impact—If you have an intelligent video content strategy, you'll be rewarded.
5. Video Gives True Value to Your SEO
All of these tips have been focused on the ways in which video gets your site to rank as highly as possible in engines like Google. Those positive SEO signals mean nothing if you can’t take that relationship one step further toward conversion—which is another area that video has a great impact on. Shoppers are twice as likely to make a purchase after viewing something like a product video because a video is more personal, it's almost as if you could stand and interact with your potential clients on a personal level. So not only will video help increase your SEO by getting more eyes on your website or social pages, but it will also carry the goal farther down the funnel and help convince those people to actually convert. This means that at nearly all stages of the process, video marketing provides meaningful gains to your SEO’s true return on investment that you most definitely want to take advantage of.
6. Always Use Video On Site
Paying someone to creating videos isn’t enough—you need to actually publish your videos on your sites or social pages. A brand video fits nicely into your “About Us” or landing page page or your homepage. A product video is a great asset for your e-commerce platform or your website’s product descriptions but more importantly in video advertising. Testimonial videos are incredibly powerful and can work pretty much anywhere on the web. One extra tip—while you’re distributing your video content for SEO purposes, you can repurpose the same content elsewhere to supplement the rest of your content marketing strategy. For example by pulling the audio from the video and creating a podcast or sniping key moments and using the videos on instagram and other social platforms as a part of your video marketing strategy.
7. Give Your Video Valuable Context
Uploading your video on an a blank page won’t do much good in terms of Google rankings. Be sure to embed your video where it makes sense, and surround it with other relevant written and visual content like infographics or data driven visuals. You might even include a transcript of your video to target more keywords and turn any visual graphics used into a downloadable infographic chart. The more Google can understand how your video fits into the content on-page, the better your results will be.
8. If it Doesn't Educate, Re-think Your Script
Your potential customer has questions about your brand, services, products, or industry, then answering these questions will educate and empower them when making their purchasing decision. If you answer their questions consistanley, you become an authority and gather credibility because of the value you provide. The search engines see this and start to boost your pages even more. Consider a FAQ video or a demo of your product in use for your product pages. You can also use video on educational pages like your blog to provide an alternative to reading long text.
9. Consistency Is Key
You shouldn't expect to see your abs because you went for a run. The same is true for video marketing! Consistency and dedication are key. This may be a challenge for many business owners as a video marketing strategy is very time consuming. This is why almost everyone is turning to video marketing agencies such as Vanust. Because the cost of pumping out video content has decreased in 2022 due to stiffer competition it's actually quite affordable. A video marketing agency works consistently to provide value, and work at ranking not just for one keyword, but for numerous relevant keywords that match your customers’ search intent. Agencies usually have a firm grasp on storytelling, the latest algorithm changes and how to get engagement from your viewers.
10. Remember The Technical Details
Uploading your video to a site like YouTube or Facebook is just the start. Don’t forget to enter the right information on the backend so search engine crawlers know how to categorize and prioritize your video.
YouTube uses mixed information to create your ranking:
Title tag information
Length of the video watched
8min is the sweet spot for average watch time
Audience retention
Keywords in description tag
Tags
Video length
Number of subscribers after watching
Comments
Likes and dislikes
Conclusion
Clearly small business owners are busy people, sometimes it doesn't make sense to spend 40% of your day dedicated to implementing a digital marketing strategy and all the sub categories like a video marketing strategy. Time is precious, outsourcing your marketing to an agency like Vanust makes sense if you are short on time but want to pursue growth. Here we pride ourselves at providing the same quality as any big name agencies at budget friendly cost so you can keep a lean budget without sacrificing on quality.
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