Video SEO (Search Engine Optimisation)


SEO, or Search Engine Optimisation, is a term that many website owners are learning to live by.  If you aren’t familiar with it, SEO means promoting your website so that it improves how it is ranked by search engines like Google, and where your website will land on search results.  Have you ever wondered how one company can be listed in the critical first 5-7 search results, but another similar company doesn’t even make the first page?  SEO. There are a number of components that go into SEO, but for our purposes we will focus on what video brings to the table.

The exciting thing about video is that it can help your SEO efforts in a number of different ways, and still provide a lot of value to your website beyond SEO.

Statistically, people will click on videos in universal search results at a much higher rate (one study in 2011 suggests 41% higher) than on text only results, giving your site a boost in traffic.  And the good news right now is that there are a lot less video results to compete with than text only results, which is one reason why including video on your website is such a hot trend.

And because video keeps people on your site an average of 2 minutes longer, you get another boost – Google will see a longer stay as indicative of a higher quality website, and will rank it higher.

Informational videos have a better click rate than pure sales videos, so selecting the right video style if you are interested in SEO is a factor.

You can expand the way video helps your SEO efforts by providing a transcript of the video on the same page (you may have seen this before on a YouTube video or a news site) so that search engines can also pull the keywords from the text.  Keywords are words or phrases that a person is likely to type in a search engine.  The better your keyword matches, the higher the search engine will rank your page and the higher your page will place in the search results.

Video also has wide appeal for links.  You can include it in your social media campaign to get it going on bookmarking sites, facebook, twitter, and more.  Bloggers often share video links more than other types.  All these links give your page more votes as well as the potential for more traffic – and that equals a higher spot in search results.

You can utilize sites like YouTube to upload your video, but the click rate at which people actually then visit your page is fairly low, meaning you are ultimately promoting YouTube even though your video information is viewed.  For more success driving traffic to your own site, put a video trailer on YouTube, and let them visit your site for the main video.

Quality is always a consideration.  Putting out video just to drive SEO can backfire if you are trying to build a solid reputation and actually have people watch the videos and gain information about you and your product or service.

Video has a very real and growing place in your SEO campaigns, if you keep your objectives clear.