Video continues to gain favor in the business landscape for its ability to effectively deliver messaging to key audiences. This is especially true as research develops surrounding search engine optimization (SEO) and the importance of a strong digital presence in the marketplace.
In brief, SEO relates to your company’s presence on Google and other search engine sites when someone searches keywords that relate to your business. So, for example, if you are a plumber in Fort Lauderdale, you want to be one of the top results when someone searches “Fort Lauderdale Plumbers” or “clogged drain help Miami” (just throwing those out there for the purpose of the example).
Search engines are today’s yellow pages. Most people thumb through Google and other sites to get guidance on where to eat dinner or who to call when they need a handyman. So, how does video drive traffic to your site?
To paint the picture of how video provides a leg up in the race for search engine positioning, lets drop some statistics thanks to Brainshark’s 2013 article, “6 Cool Stats about Video SEO (and What They Mean to You). 2” First of all, Google owns YouTube and, consequently, “62% of Google universal searches include video2” (80% from YouTube). In addition, “video is 50 times more likely to get organic page ranks in Google than plain text results2” for two key reasons: people prefer video over text and videos are less prominent than written content. Therefore, video provides potential to climb page ranks due to a less is more scenario combined with user preference towards visual delivery of content.
Now, let’s take it a step further – as more people find and watch your video, the likelihood that your video will appear high in search rankings above other videos improves. How does that happen? Sharing.
Shareable content is a major driver for video’s effectiveness for search engine optimization. The term ‘shareable’ is self-explanatory – give people visual content they want to redistribute. While we previously established video is naturally preferred over written content, you still must create something that they deem worthy for the eyes of friends and family. Especially when someone publicly shares a link via social media, such as retweeting on Twitter or sharing on Facebook, they are putting their name and therefore their reputation and judgment behind the content.
Vision House described the power of sharable content in their article “Does Web Video Marketing Impact SEO?” with this comparison1:
“Each one of those shares creates a virtual road for your company that leads back to the company website. Google likes those roads. They make Google spiders happy, and their happiness means better rankings in Google.1”
Best of all, it doesn’t have to be complicated or expensive. Check out this simple and affordable animation style video, which is quick and effective in getting the message across.
Take it from expert opinions or statistics, but it is very apparent that companies who utilize video in delivering their messages are capitalizing on a huge potential in the digital marketplace. Could video be the factor that takes your company to the next level?
Blue Truck Productions offers broadcast-quality programming design and production. We specialize in developing original content for corporations for use in marketing and social media. For more information visit www.bluetruck.tv.
Written by Chelsea Watts, PR Specialist and Staff Writer, Blue Truck Productions
1Milton, L. (2013). Does Web Video Marketing Impact SEO?. Vision House. Retrieved March 28, 2014 from http://visionhouse.pro/does-web-video-marketing-really-impact-seo/
2Cournoyer, B. (2013). 6 Cool Stats about Video SEO (and What They Mean to You). Brainshark. Retrieved March 28, 2014 from http://www.brainshark.com/Ideas-Blog/2013/August/6-cool-stats-about-video-seo.aspx