Video on your website is a great way to showcase your business. But did you know that it also helps improve your website’s SEO?
Search Engine Optimisation – or SEO as it is abbreviated to – helps search engines, such as Google, find your website.
Search engines like to prioritise websites with video; this is mainly because video is more engaging and. This is backed up by the author of a study into video, who says that while a picture is worth a thousand words, video is worth 1.8 million words.
That comment shows just how important video is when it comes to getting your message across.
What is SEO?
SEO could take an entire blog to explain and even then, there’s so much more to it that you’d probably need several blogs. So, as briefly as possible, we will explain in very simple terms.
Search Engine Optimisation is how to increase invisibility of your website on search engine pages. This helps drive people to your business.
Using a wide range of tools, websites use ‘keywords’ within them so that when someone types the words and phrases into a search engine, such as Google, they point towards your website.
That’s the theory, but it takes a lot of work to make sure your website stands out from the crowd!
The higher your website ranks the better as it means more people will see it when they make a relevant search.
For example, if you were to search ‘Video production company in Newcastle’ you will find Media Borne. The keywords ‘video’ and ‘Newcastle’; either way they are essential for SEO.
How search engines use SEO
Google is the biggest search engine in use and, as it owns YouTube, it likes to promote video. With a global reach of more than 2 billion people, YouTube is the second biggest search engine.
When someone types in the words in the search engine, robots (or bots that are known as ‘spiders’) look for websites with those words. The websites with that have been optimised will be found first, and video is becoming a more powerful tool.
The more engaging a website the more likely Google will point toward it because it measures how much time people spend on your website. Video increases this time because it so much more engaging.
How does video help SEO?
Google is increasingly prioritising websites that use video content. This is largely thanks to it owning YouTube. Adding video helps increase your search engine results page (SERP) rank by…
- Increasing the amount of video on your click-through. Including video drives a 157% increase in organic traffic, according to video hosting company Brightcove.
- Lowers your bounce rate. This means fewer people ‘bounce’ out of your website when they land on it. It means people will spend twice as long on a page with video than they would without one.
- Creating better backlinks. The higher the quality of your content the more likely it is to get a backlink, which means someone will link to your website from their own.
How to use quality video successfully
To start ranking on SERPs you need to optimise your video marketing efforts. We can help you but here are some key considerations.
Use videos on your website
Once you have made a quality video you need to publish videos wherever it makes sense. So, if the video is about a particular product you sell, put it on a page that relates to it. This tells Google you have a quality website that has been well thought out, which helps boost your ranking.
Give your video context
Don’t just drop your video onto a blank page or one with little text. You need to explain why it’s there to the search engines. Once people are on the page they will watch a video rather than read a lot of words, but you have to encourage the search engine to point them to your website.
Educate and engage
Search engines see when people revisit your website, so the best way is to encourage them back is create regular educational, informative and engaging videos. If you try to create your own video and it doesn’t excite, then it is, in effect, telling search engines that the content is not engaging.
As well as uploading your video to your website, you should upload it to YouTube or Vimeo too. This increases the chances of it being viewed because people search for topics on there and prefer to view content there.
YouTube needs information such as keywords in a description, title tags and the video length. Some of this information needs to be inputted when the video is added, which we do for our clients. All this helps search engines find your video.
If you would like us to produce video marketing that boosts your business, why not contact us today and let us explain how we can help.