Three reasons why video should be part of your SEO strategy
For years marketers have been talking about video in marketing. The rise of video..the importance of video.. everyone should be watching out for video. And they’re right. People are watching more videos than ever, so It’s safe to say that it’s a worthy investment for just about any brand. In fact, it’s one of the most important trends for 2020. The good news is that you can produce any number of types of videos depending on your niche: Vlogs, ads, product videos, live videos, webinars, testimonials...the list goes on. It’s just a matter of figuring out which type will work best for your business, and what makes the most sense for your customers.
But what about organic traffic? Can you use video marketing for SEO? While there are a few different factors to consider (your audience, the industry, the size of your business and the purpose of the videos), the short answer is YES. That’s because video is the preferred way to consume information.
What is video SEO?
Before I talk about why video is good for SEO, I’ll explain what video SEO is. Video SEO is the process of optimizing your video to help search engines understand what’s on your page and in your video. In doing so, the search engine can match your relevant content with a user’s query. A great way to do this is to add schema markup to your video, preferably JSON-LD.
By adding this metadata, you’re telling search engines things like:
- Image thumbnail
- And transcript (if available, which we highly recommend!)
Here’s an example of VideoObject schema provided by Google
A few tips:
- Use schemas provided by schema.org which was founded by Google, Yahoo, Microsoft and Yandex
- To ensure that the search engine can read your markup, you can use Google’s structured data testing tool.
- Make sure you’ve got all your ducks in a row when it comes to Google’s best practices.
Other SEO factors to keep in mind:
- Thumbnails: Make sure the thumbnail is still viewable when shrunken down to 116 x 65 pixels, it is a JPG or PNG and is accessible by Googlebot.
- Title: If your video is located on a landing page, do not make the title of the video the same as the title of that page. Additionally, your title should match the title provided in the schema markup
- Transcripts: Transcripts, which can be uploaded into the schema markup, are great for accessibility purposes and they help Google understand the content of the video.
- Make sure Google can crawl your video! They currently support the following video file types: .3g2, .3gp2, .3gp, .3gpp, .asf, .avi, .divx, .f4v, .flv, .m2v,, .m3u8, .m4v, .mkv, .mov, .mp4, .mpe, .mpeg, .mpg, .ogv, .qvt, .ram, .rm, .vob, .webm, .wmv, .xap
With so much video content on the internet after the YouTube boom, how can anyone get any views?! Google has released detailed instructions about how to achieve this as well as its standards when it comes to getting your video found by users. However, going into detail about this deserves a whole post of its own. For now, I’ll delve into three reasons I think you should be using video as part of your SEO strategy in 2020.
Video Drives Conversion and Lowers Bounce Rates
I hate to point out the obvious, but the goal for any business is conversions. Whether that’s someone signing up for a demo, purchasing a product, or subscribing to your blog. Conversions are important, they keep the bus moving. According to 2018’s video marketing stats, 84% of consumers stated that they were convinced to purchase a product after watching a product video and that including a video on your landing page, can increase conversion rates up to 80%.
Not only does video drive conversion, it lowers bounce rates on pages. Wistia conducted their own study and found that on average, people spent 2.6x longer on a page with a video than one without.
Featured Snippets and Video Answers
Google loves video. Why? Because people love video. Moovly released statistics outlining that you’re 50 times more likely to show up on the SERP if you have a video embedded on your site. This may come as no surprise after Google announced the acquisition of YouTube in 2006, but it’s still a staggering number nonetheless. And what do featured snippets and video answers contribute to? Organic traffic.
Links and Shares
SEO comes down to links (the good kind) and content, right? And as I mentioned before, people prefer consuming video information rather than reading it. A blog post that has a video will attract 33 times more inbound links than a page without one. And social videos are 12 times more likely to be shared than images and text COMBINED. So, quality content paired with video content is an excellent way to obtain links or get your content shared.
Not all platforms are equal.
Yes, Google owns YouTube. And YouTube can do wonders for your organic traffic business goals. But there are other platforms that might be better tailored to your individual needs. Keep this in mind when you’re deciding what the purpose of your videos are and where you want to host them.
Youtube: This is a free platform with a built-in audience. YouTube videos also often get prime real estate on the SERPs, because well, Google owns it.
Wistia: This is the best platform for video marketing. A couple benefits of Wistia is that they create the JSON-LD markup for you, and you can personalize your videos to your brand. This makes it a prime candidate when thinking about video SEO and brand awareness.
Vimeo: Vimeo is a great candidate for social platforms or collaboration. You can access analytics, share and collaborate on a video with your team or client and you can give access to anyone, even those who don’t pay for vimeo.
Now, this was a very quick rundown of the top three platforms and what I believe they offer to your business. However if you’d like a more thorough rundown with different options, check out this Zapier post.
Video is in, and it’s here to stay. People are watching more video than ever. Google is increasing the amount of video answers they serve to users. If you’re thinking about jumping on this train, then you should!
- Figure out what your target audience is
- Create quality videos catered to them
- Use schema markup and keep SEO factors in mind
- Choose the right platform for your business goals