If we were to trace when video marketing as an SEO tool was introduced, we have to go back to May 2007, when Google introduced Universal Search.
Now, we have a combination of search results, such as video, text, pdf, blogs and images, but only a few years back people have become more interested in the video online. Today, even though videos have increased in as a marketing medium, there are still marketers who haven’t realized yet the importance of video for SEO.
So, if we were to think about how video marketing can affect your site’s SEO, and how can you use it in your content marketing strategy, we must mention these 4 SEO metrics:
- Improved SERP rank
- Higher CTR
- Lower bounce rates
- Quality backlinks
Improved Ranking in SERP
To rank in the first pages of Google is SEO’s top priority, so it is difficult to ignore the 2009 Forrester study that says “pages with video are 53x more likely to rank on the first page of Google search results.” Yes, that study is five years old, but the point remains – Google SERPs prioritize video results.
So why is video marketing 53x more likely to rank than plain text content? A number of factors influence ranking, but a big one is a recent Google search algorithm update – Hummingbird – which prizes “quality content” over keyword optimization.
Gareth Davies at WordTracker, states that as much as “80% of the video content served up in SERPs are informational videos.” So, the results aren’t simply viral videos, but rather useful content that answer queries. Enter the explosion of explainer video marketing. Google’s Head of Web spam, Matt Cutts, estimates the Hummingbird update in September 2013 affected over 90% of search queries. The way that most people use the internet fundamentally changed, and the shift toward helpful video content in SERPs is still in full swing.
Videos Make People Click
A study shows that search results with video have a “41% higher click-through rate than plain text.” This happens primarily because of rich-video snippets beside search results, but also because these video thumbnails advertise quality video content and make results with embedded video stand out in a text-only wasteland.
If you have worked hard to create a valuable video, you want to get the traffic for it, and you can do so by embedding the video directly to your site. You can use YouTube, Vimeo, or any other self hosting sites, but nothing beats the SEO benefits of landing page video marketing on your domain page.
Videos Make Your Pages “Sticky”
Did you know that the average online attention span is less than eight seconds? A high bounce rate will hurt your site’s SERP ranking, not to mention people leaving isn’t the best way to sell a product. Video is the easiest way to make people stay.
In 2012, Google introduced a new metric into their search ranking algorithm called “dwell time,” which monitors the amount of time users spend on a website after click-through from the SERP. The longer a user spends on a site, the more likely the content is relevant to their query. Mainly, video buys your site those crucial seconds that make all the difference, as a study shows that visitors who view video stay two minutes longer and are 64% more likely to purchase than other site visitors.
Videos Build Links
In the Search Engine Ranking Factor study it is stated that “Having a video compared to just text will almost triple the average number of linking domains.” People are the ones creating links to your content and people like video.
As much as SEOs like to get in our own world of optimization, it is easy to forget that all the content we create is for users, for the real readers. In a world where even thoughtful articles get scanned and skimmed, videos are a signal of intent that yes, I want to communicate something to you. This “content” is going to be something you enjoy. Videos are informative, but easy to consume.
As Josh Hardwick stated in his article about video SEO at Kissmetrics, he urges companies to make videos that offer something to the viewer. He goes on to say: “People don’t link to or share any old rubbish these days. So, to get the success you’re looking for, it’s important for you to really think about who you want to share the video and who you want to link to it.”
Just imagine this: If a picture is worth a thousand words, and video shoots at 30 frames per second, then a 60-second video really does contain the equivalent of 1.8 million words. But a video’s value goes further than just being information dense or shareable. People like video because it is useful.
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