How to increase your SEO with Video Marketing
You can trace video marketing as an SEO tool back to May 16th, 2007 – the day Google introduced “Universal Search.”
Today, we take integrated search results – video, text, PDF, blogs, and images – for granted, but just a few years ago people used to have to dig for video on the web.
But what’s more shocking is that here we are, seven years after integrated results changed the way people search, and most marketers and businesses still haven’t realized how important video is for SEO.
So how exactly does video marketing affect your site’s SEO, and how can you use it in your content marketing strategy? Below are four key SEO metrics, and some best practices for using video to climb the search engine rankings:
Videos Rank in SERPs
What is SERP? (Search Engine Results Page)
Ranking on the Google’s first page is an 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.
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.
Best Practices for Video SERP:
- Keep Your Video Short – It is important to keep your video short and sweet therefore we recommend that you produce videos that are 2-3 minutes long since engagement rates fall after 3-5 minutes. There are always exceptions to this strategy use your best judgment and think about your audience as you proceed with your video marketing strategy.
- Create Rich-Video Snippets – This is the thumbnail beside the description of the content on the page.
- Transcribe Your Script – Even though Google is getting pretty good at parsing video content for meaning, transcribed text helps the spiders crawl your content for relevance.
Eric Sui at Entrepeneur.com describes the shift in search results:
Google now cares less about whether you’ve optimized each individual page on your site to a particular keyword and more about whether your page’s content answers the question presented by the search user.
Videos Engage people and make them click on your content
Studies show 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.
These video thumbnails advertise quality video content and make results with embedded video stand out in a text-only wasteland.
YouTube automatically creates these thumbnails (they understand how powerful snippets are), but don’t rely on YouTube to do the dirty work for you. Rich video snippets from your YouTube channel take users directly to YouTube – not your domain. You don’t cumulate any SEO benefits from lost traffic, even if you’re getting a lot of views.
You’ve worked hard to create a valuable video, so reap the rewards (read: traffic) by embedding the video directly to your site – like on a landing page with a clear call to action. YouTube, Vimeo, and self-hosting providers like Wistia, offer increased reach, but nothing beats the SEO benefits of landing page video marketing right on your domain.
Best Practices for High CTR:
- Embed Video Directly to Your Site – Don’t let your video host (YouTube, Vimeo and Dailymotion) monopolize your traffic.
- Add Rich Video Snippets – Entice your readers into clicking by designing an engaging preview.
Best Practices to Reduce Bounce Rate:
- Embed Video “Above the Fold – The fold is the imaginary line where users have to scroll to see additional content.
- Use Accurate Video Titles – Don’t deceive users with sensationalized headlines. No one likes being lied to and if they feel betrayed, there’s no way they’ll return for a second visit.
- What is an excellent or average bounce rate – As a rule of thumb, a bounce rate in the range of 26% to 40% is excellent. 41% to 55% is roughly average. 56% to 70% is higher than average. Anything over 70% is considered disappointing.
Best Practices for Link-Building:
- Embed Your Video – Building links to YouTube won’t help your SEO.
- Focus Your Video on a Single Topic – Niche videos get shared.
- Create High Quality Video – Amateur video makes you look unprofessional.
Quality video marketing will improve the way you approach SEO. That alone is worth more than all the search engine hacks, tips, and secrets you can dig up.
Thoughtfully supplement your inbound marketing strategy with video, and watch your website’s search rankings climb the charts.