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Why Your SEO Efforts Should Incorporate Video

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videoWithout a doubt, online video is proving to be a powerful tool for marketing products and services for all organizations, both large and small. The allure of video is only increasing as more people discover the power of such tools as YouTube to learn and discover.

Video has been regarded as the lazy man’s content since it doesn’t take a lot of brain power to consume.

If you are still wondering whether you should get into video, take a look at these 2014 video statistics:

    – 57% of consumers say product videos increase their confidence in purchasing a product.
    – Video promotion is six times more effective than print and other online strategies.
    – Over half of people aged between 25-54 regularly share video online.
    – One minute of video is worth 1.8 million words.

Combining the above stats with the fact that 73 percent of consumers are more likely to make a purchase after watching a product video should get you thinking seriously about getting video as part of you online marketing strategy.

Video is the low-hanging fruit that small and medium-sized businesses should be leveraging. For one, not many people are seriously using video for marketing, which gives you a competitive advantage and a better chance of ranking higher on Google.

Video and Social Media

you-tubeMost SEO experts today will tell you that ignoring social media can be detrimental to your long-term success. However, few will tell you that of the top 50 most-shared pieces of content on social media, 48% were video with only 24% being images.

If you consider YouTube to be social, then the statistics are even more staggering. YouTube alone receives over 1 billion unique visitors per month and accounts for 28% of all Google searches. What is more, YouTube reaches more people aged 18-34 years than any TV network.

You simply cannot ignore video if you are thinking of social media and SEO. Video is what will drive your social media engagement to the next level and the numbers support this conclusion.

Video and Search

searchGoogle is always improving and making search better. One way it does this is including a blended search on its search engine results pages. A mix of text, images, video, and infographics is more useful to a user and gets better traction than simply having text only results.

With YouTube being the second-largest search engine in the world, it would only make sense to include search results from this vast resource. One way Google does this is by showing off videos as thumbnails on search results. Based on the Google algorithm, your videos will be picked up depending on your meta description and keywords used.

In addition, video makes pages stickier indicating a higher quality page. Since people will stick on web pages with embedded videos longer, the Google algorithm takes this to mean the page is of higher quality and thus gives it a higher page rank. Embedding videos onto your website pages is thus important to help them get higher rankings on search results pages.

Uploading your videos on YouTube guarantees that they are going to be indexed. While these may not get you to page one of Google, at least Google will know that you exist and eventually others will.

Video and Mobile

images (1)In a previous post, I discussed the importance of mobile search. However, did you know that mobile makes up almost 40% of all YouTube’s global watch time? Now you know.

YouTube is available on hundreds of millions of mobile devices. According to the latest Nielsen report dated Q4, 2013, 101 million people viewed video content via their mobile devices, which equates to a 23% increase over the previous stats.

A report by Cisco and Nielsen show that these stats are just the beginning of a growing revolution. According to the report, mobile video with grow 14 times by 2018. It will comprise of 69% of global mobile data traffic.

Mobile visitors are three times more likely to watch a video than your average desktop user. So the next time you
sit down to craft your mobile strategy, think of how you can incorporate video.

Video and Email Marketing

video-marketing-iconDid you know that including video in an email can increase your conversion rates by 50%?
Yes, you heard right.

Adding a video to demonstrate product features or explain something rather than simply text emailing your contact lists will have a far greater impact and far-reaching effects than what you could possibly write.
Think about this:

    – Would you prefer to be thanked by a business over a video or text?
    – Would you rather read a featured customer or watch the customer in action?
    – Would you rather read of a company milestone over email or watch it?
    – Would you rather read of a past year’s event or watch it?

Summary

These are just some of the ways that you can turn an everyday and average-looking email into a personal connection with a reader or viewer. Furthermore, these types of videos can be produced with little to no cost without having to hire expensive video equipment. A simple point-and-shoot camera or even an iPhone can be used.

In order to stay competitive, organizations must adapt to marketing strategies and remain relevant. Video is clearly one of strategies that any serious online marketer and entrepreneur should be considering in 2014 and beyond.

Author

Guest Blogger David Gitonga
Guest Blogger David Gitonga
David Gitonga is a full-time Web content creator and strategist working with various companies in developing and executing online marketing campaigns on social networks and search engines. He mostly works with small and medium-sized businesses looking to leverage the Internet to drive sales, innovation, and engagement online. Connect with David on Twitter and Google+ or through his website.

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  • Excellent article and very true! The personalization that video offers is second only to in-person, face to face meetings. Since it’s impossible to personally meet everyone who visits your website, Video Production should be a priority for anyone seeking to be both relevant and personable on the web.

  • Well put Jason. For anyone trying to be personable on the web, video is the next best thing to face-to-face communication.