Modern-day consumers want information that they can quickly consume. Research shows that a one-minute video can replace 1.8 million words.
The research below helps prove that videos are a powerful communication tool and a wise investment.
- 87% of marketers say videos have increased traffic to their sites
- 80% claim videos have helped them with sales
- 89% of video marketers say videos offer a better return on investment (ROI) than other forms of content
- 83% believe that videos are one of the most popular SEO techniques helping them with lead generation
- 87% of online marketers are presently using videos in their marketing campaigns
- 95% plan to increase or keep their current video expenditure throughout 2022
- 91% of marketers are satisfied with the return videos bring on social media platforms
These statistics alone highlight the importance of videos and indicate that search engines are opting to prioritize websites and web pages with videos. There are many reasons for a high correlation between videos and SEO success. Google’s focus on high-value pages that meet visitor expectations and keep users on-site are the most significant factors, but a lot goes into achieving these objectives.
Businesses should develop efficient processes to help create, publish, and promote videos that enhance web pages and a user’s experience.
Various online tools make producing videos quicker and more cost-effective. This video maker is free to use and has many tools to help with multiple stages of the production process, including tutorials.
Use these crucial tips to get started with videos:
Publish Videos on Your Website
It is not enough to create videos. While making good quality videos should be your topmost priority, you should also publish and promote them on your website. Be sure the video(s) are on appropriate pages and add value.
If you have made a brand video, adding it to your home page or about us page may be best. Product videos are suitable for product descriptions and education on websites, including ecommerce platforms. Research shows that 52% of customers say product videos give them the confidence to proceed with a purchase.
Take the example of Zappos, an American online shoe and clothing retailer that uses product videos on its women’s Levi jeans page. The videos improved conversions by 6 to 30%.
Testimonial videos are powerful and can improve conversions too. You can use testimonial videos on several web pages to increase page performance.
Don’t forget to repurpose videos; they can help to improve your website, profiles, social media platforms, and newsletters.
Offer Context to Your Videos
Simply making a video for its sake and publishing it anywhere will not bring you results. Instead, use your video to enhance current or new content and make sure it is relevant to your web page, newsletter, or funnel.
You should include a transcript of your visual content for best results and transform all the visual graphic elements used into downloadable JPEGs.
These steps will help Google and other search engines understand the way your content fits into the on-page content. And the more Google understands the purpose and scope of your page, the better it will perform in search engines.
Create Educational and Informative Videos
Most of your prospective buyers will have several questions regarding your brand and its products and services. They also like to know what makes your products and services better when compared to competitors in your industry. If you can answer all these questions effectively, you will empower and educate your visitors, which will allow them to make informed decisions.
Major search engines like Google use credibility, authority, and experience as ranking signals. Increasing these metrics will improve your search engine ranking positions (SERP). Answering questions and consistently providing top-notch information will make you an authority and help you gain credibility.
In this context, demo videos and Q&A videos on product pages are compelling and can increase conversions by 80%. Additionally, videos replace the need to read, which is an excellent alternative to boring text.
Technically, there’s no exact science behind what video style will work best. Most importantly, it is about producing content that engages and effectively introduces or explains your business, products, and services.
You can use introductory or explainer videos to increase conversions if you offer a service.
Learn from Dropbox, an America-based file-hosting firm that increased its conversion rates by more than 10% simply by adding an explainer video to its homepage. The company’s video introduces the brand, explains its services, and introduces the guys behind the business. The video also highlights the benefits of the company’s services and shows the software in action.
Maintain Consistency
Can you visit the gym once and expect six-pack abs? No, right? Dedication and consistency are essential.
The same applies to using video as part of your search engine optimization campaign. It is best to create and maintain a publishing schedule, but it is not critical. You will discover how to provide more value to your viewers over time.
Collect data but don’t make changes too quickly. Review your analytics often, learn to understand what the data means, and seek feedback. Over time, you’ll learn how to create better videos for your customers, providing even more value.
Like copy, great videos will perform the best online, and the only way to get better is through consistency and dedication. Even if you hire an agency specializing in developing videos, the videos they create for you will improve over time.
Don’t Miss the Important Factors
You have made the perfect video and are ready to publish it. Make sure your profile looks great and is complete.
When you’re ready to upload it on YouTube, Rumble, or other social media platforms, include the correct details to help your video perform better.
You must include helpful information for search engines and users. Worry about your users, and you will do well with search engines.
The below pieces of information will help your videos. The info shows and tells users and search engines about your video. Different information elements are displayed differently on specific platforms and within search results, and you can’t use all these elements on every platform.
- Video Title
- Description
- Captions
- Transcripts
- Filename
- Thumbnail
- Tags
- Category
- Schema
- Related Videos
Search engines and platforms also use these factors to determine how to rank your videos and who sees them.
- Audience retention
- Watch time
- Shares
- Comments
- Comment response and moderation
- Likes and dislikes
- Video content
- Channel Information (history, keywords, videos, etc.)
- # Of Subscribers after watching
- Video length
- Video segments
- Hashtags
Not all these key metrics will be under your control, but you must work on those you can easily control. You’ll have done everything you can to make a valuable video for viewers when you do.
Sources:
Video Marketing Statistics: Websites with Video Content Do Better in SEO (infront.com)