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You have probably heard the term SEO, or search engine optimization, a million times. In a noisy world, SEO is one of the best ways for businesses to be seen by their target audiences. You may have even created blogs and articles based on keyword research to help boost the SEO of your site. What you may not know us that video can help your SEO ranking as well - in a very powerful way. Videos help:
- Improve search engine results page (SERP) rank
- Create higher click through rates: People are 93% more likely to click on your link if it’s a video
- Lower bounce rates: People are more likely stay on your page longer because they spend time watching your video
- Create quality backlinks: Others are more likely to link to your video if it’s high-quality and includes valuable content
Forrester reports that, “pages with video are 53x more likely to rank on the first page of Google search results. And you definitely want to rank first. 93% of all traffic comes from a search engine and 95.3% of clicks go to the top 4 results.
And, as for video:
- 59% of company decision makers would rather watch a video than read an article or blog post.
- Embedding videos in landing pages can increase conversion rates by 80%.
Stefano Romero of Local Optimism agrees. He says,
Video is an essential part of any SEO campaign - especially if you are a local business. Our clients are very proactive about producing video content which is geared towards educating and informing their potential customers along their journey. Educating your potential customer via video will empower them while simultaneously showcasing your expertise in your field. It's a win-win.
Why it helps
When you combine good SEO and valuable content, that’s when the real magic happens.
You need good SEO to get people to your page in the first place, but good content (like quality videos) will keep them on your page, which is not only a win for your business, but also increases your page ranking, which will bring more people to your site…it’s a cycle.
Here are three tips from Stefano Romero on how to best create this winning combo:
1) Use Videos on your website.
If your video is on your website and it is truly helpful to the viewer then they are more likely to stay for a longer period of time on your website as well as click through to related content. These actions show Google that the content that is found on your website is of quality. That leads to your website being looked at as a better option than your competitors, so Google will prioritize your site because their ultimate goal is to deliver the best results to the person doing the search. If you have better information then the next site then you will win.
If your potential customer has questions about your brand or services or products then answering these questions will educate them and allow them to feel empowered when making their decision. If you are the brand that continuously answers their questions then it's very easy to see that you are the authority in this space because of the value you are bringing them. The search engines can see this as well.
2) Be Consistent.
You can't go to the gym one time and expect to get 6-pack abs. Same goes for video marketing. You have to be consistent. You are building a resource for information which leads to your brand being perceived as the authority in your space - that is what the search engines want. Good, quality content that they can serve to their users. Supply the demand.
Uploading a video is just the beginning, though. You have to enter the right information on the backend of YouTube or other video hosting site. YouTube uses various information to create your ranking:
- Title tag information
- Audience retention
- Keywords in description tag
- Video length
- Number of subscribers after watching
- Likes and dislikes
Take as an example this video:
Brian Dean’s, YouTube SEO - Step-by-Step Video SEO Guide is the first video that comes up when you type in “video SEO tutorial,” and it’s easy to see why. The title is clear and includes the keywords “video” and “SEO.” The description is robust and keyword dense, there are many comments and subscribers, and the content is clear and helpful.
Boost your SEO ranking with video today.
Businesses are designed to solve problems for their customers. Think through what problems you solve and what terms your potential customers are using to search for solutions. You’ll have a list of potential videos to create in no time!