In January 1996, Bill Gates published an essay called ‘Content is King’. Since then, that phrase has turned into a mantra, and fuelled the content marketing revolution. But something Bill Gates couldn’t have predicted back then was what kind of content would dominate the internet. And while he might have intended written content to dominate the throne, video content is nipping at its heels. Especially now that Google are promoting the use of video so heavily, even prioritising it in searches to encourage businesses to create and share more of it. And the results are showing. Now 59% of all senior executives say they will opt for video when given the choice between video and text – just one of the reasons you should be creating videos this year. But just in case you weren’t convinced, here’s 3 reasons video is great for SEO, and why you should be using more of it this year.
Videos Create A Strong Emotional Connection
Videos have a way of creating connections with people that other forms of media struggle to do. Video is very accessible, easy to consume (sometimes too easy) and can engage the audience’s attention for longer periods of time than text can. And that’s not just us saying that – videos have been proven to have 41% higher click through rates than plain text videos, and significantly higher conversion and ROI rates as well.
This is all fantastic fuel for SEO, since Google takes all of this and more into account when deciding what to display on SERPS (or Search Engine Results Pages). But one of the biggest things Google will look at when deciding where to rank your video is the length of time people spend watching it. This is called ‘dwell time’, and is one of the harder things to achieve a good ranking in. So if you can create an engaging video that people spend a longer time watching, you will see a nice big spike in your SEO ranking.
Videos Are Far-Reaching
YouTube has over one billion active users consuming content in 76 different languages online, right now. That’s over a third of all the people on the internet, and that number is only growing. Thanks to that number alone, video is one of the most wide-reaching forms of media out there. The popularity of YouTube has made video the go-to, easy to consume form of content for a lot of people.
In fact according to research done by HubSpot, 62% of people thoroughly consume video, and expect video content on every platform they use. And since search engines favour content styles that are popular with users, video has fast become a go-to resource for them too. With video reaching into every corner of the internet, you are just as likely to find the answer to your search query in a video than in an article, and users are statistically more likely to interact with a video result than a text one.
Videos Are Features Highly In SERP’s
As a business owner, your aim is to turn up at the top of the SERP’s (or Search Engine Results Pages) for your chosen keywords. Over the last year, Google has been running Beta testing on a ‘suggested clips’ section, which displays a suggested relevant video at the top of the SERP for your query. Video results already featured at the top of SERP’s, so this is just another feather in the cap. A great way to get a video in that slot is to make a ‘how to’ or explainer video. Optimised well, this will help Google display your videos at the top of SERP’s.
Best Practices To Get Your Videos To Rank Highly
Make Short Videos:
Ideally, you should aim for 2-3 minutes if you want to catch and retain people’s attention. If you really need to stretch it you can go up to 4 minutes, but research shows that after this point viewership takes a significant nosedive.
Transcribe Your Video:
Google loves video content, and it’s getting very good at parsing videos for context-cues, but it’s still not perfect. So if you want to get your videos found online, you need to give it some help. Transcribing your videos helps Google’s spider bots crawl your content more accurately, and will give your videos more reach and higher search results.
Use More Platforms:
More platforms means more reach, so make sure you upload your videos to as many places as possible, and don’t just leave it on one site. Upload your videos independently to YouTube, Facebook, Twitter, Vimeo, Wistia and your own website, and cross-share between the platforms for the best results.
Optimise Your Videos:
When it comes to uploading your videos, you shouldn’t just throw it up and leave it at that. Make sure you add relevant titles, subtext, add descriptions, tags, make transcriptions and subtitles so your video can be found by Google.
Of course, there are many more things you can do to ensure your video appears at the top of the search results. But you have to have a plan to make it work. At Ginger Video, that’s what we do best. We work with businesses like yours to create solid strategies for your videos, and then implement them properly. Whether it’s a one-off video or your entire strategy for the year, we would love to help you succeed in the world of video SEO. To find out more, just get in touch with the team today and book your free consultation.