68% of online experiences begin with a search engine.
So, ensure you get seen by improving your SEO.
Search engines are utilised by millions of people worldwide to find information on the web, with Google being the most popular. Yet, the outcome of these searches can be, quite literally, millions. Googling the word ‘video’ brings up 25.2 billion results alone. How then do you get your business seen amongst the masses? Three letters, SEO.
Search Engine Optimisation or SEO essentially stands for your visibility on search engines. The higher you rank, the easier it is for customers to find your business when searching Google. Bear in mind that the first five (*organic) results on Google receive over 67% of **clicks.
Optimising the content on your website will increase the value of SEO and drive traffic from Google to your website. One way of increasing your SEO value is video content. Listed below are five ways in which video content can improve SEO.
Google is one of the top search engines used by internet users. It has over 4 billion users daily. So, it’s important to ensure you have a high ranking on Google. According to Lemonlight (2021), marketers’ SEO results suggest that Google prioritises search results with video content. Thus, creating video content on your website will rank you higher with Google.
Video content keeps the audience engaged for longer. 9 out of 10 viewers actually want to see more videos from brands and businesses. The longer you can keep an audience member on your website, the higher the rank you will receive from Google. What’s more, viewers retain 95% of a video’s message in comparison to 10% when reading text.
SOCIAL MEDIA SHARES
Social media can have an indirect result on SEO. For example, you upload a video to your website which viewers circulate on social media platforms for others to watch. This then causes a reaction whereby you see an increase in visits to your website as more and more people see your video and become interested in the brand. The more visits to your website, the higher your website ranks on Google. Hence the reason social media can have an indirect result on SEO.
Ever heard the saying; people buy from people? Including emotions within a message can make you and your business seem personable. In addition, emotion in videos can increase shares on social media and inspire customer loyalty. Think of campaigns you have watched recently that sparked an emotional connection? Then ask yourself why? Emotion is what sparks the decision or urge to act. Likewise, the stronger the impact the video has on the viewer’s emotions, the higher the level of entertainment. Remember, social media has an indirect result on SEO.
Embedding links to your website in video content, especially when showcasing products and services, improves SEO. 73% of consumers claim that they have been influenced by a brand’s video content on social media when making a purchasing decision. Viewers can then use these links to visit your website and make purchases, increasing your rank on Google.
In summary, utilising video content can improve your SEO as Google priorities with video content. Google also ranks websites higher with video content that keeps a viewer engaged which can be done via creating an emotional connection in the video. Lastly, social media can have an indirect result on SEO by the number of shares your video receives that convert into visits to your website.
Now that you are aware of how video content can improve your SEO, the next thing to remember is to utilise your video content. One way is by ensuring high-quality videos. High-quality videos keep the viewer engaged for longer. Google can tell when viewers do not remain engaged. This is known as a bounce rate, which Google monitors and scores you down on. Secondly is that videos should have a purpose, a context. Viewers have been known to disengage quickly when videos have no purpose. Remember, the goal is to keep the viewer engaged for the full length of the video to be ranked highly by Google.
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*Organic simply means those who have not paid for their website to appear on the first page of Google results.
**A click is a term used for when an internet user clicks the link to take them through to the website.