VIDEO MARKETING AND SEO - FACTS, MYTHS AND FOLKTALES

bigtank-video-Video marketing and SEO. Facts, myths and folktales.jpg

One of the simplest ways to improve your SEO (Search Engine Optimisation) is through video. Using a video as part of your marketing strategy reaps unparalleled results.

How does video improve SEO?

Here are your facts:

  • The number of YouTube users now exceeds one billion, which is almost a third of internet users
  • By having a video on a landing page, conversions can increase by 80% or more, and makes the page 53% more likely to show on the first page of SERPs (Search Engine Result Pages)
  • Email marketing responses are greatly improved if the initial email has a video. Click-through rates increase by 96%
  • If you blog with a video you can attract three times as many inbound links than if there is no video
  • The average website visitor spends 88% more time on sites that have a video

How do I optimise my video for even greater SEO?

To make sure you are getting the best possible optimisation from your video and, therefore, your page, you should take additional steps:

  • Create a video transcript. By having text on the page to complement the video, you rank higher for specific queries and open your content up to a wider audience
  • Make sure your video thumbnail is visually appealing. If your video is on a platform such as YouTube for Vimeo you are up against a lot of competition so your thumbnail needs to draw people in
  • Take care with your video title and meta description. These play a large part in ranking videos, so make them engaging, and use relevant keywords
  • Put the target video at the top of the page. If you have more than one video on your page, your target video should be first, as Google only usually indexes one video per page
  • Make your video the focus of your page. Quite simply, don’t make viewers hunt for it! If they can’t find it, and leave your page, it negatively affects your SEO

Video marketing SEO myths

  • SEO is the only way to promote your video. This isn’t the case. Use social media platforms such as Instagram, Facebook and Twitter, or email marketing campaigns, to promote your video and bring traffic to your website.
  • Putting the same video on different web pages of the same site increases SEO. This would just result in you competing against yourself. Not very sensible!

Folktales of video viewing time statistics

When making creative decisions about your video, and deciding where to spend money online, statistics about video viewing times should be treated with caution.

You will be told that between Snapchat, Facebook and YouTube there are 22 billion video views a day. However, 20% of viewers click away from a video in 10 seconds or less. Caution: Immediate impact is needed to retain the interest of your fickle audience.

When counting the number of views of a video, the count starts at 3 seconds. As such, if you have a 2 minute video, and it is watched for 4 seconds it counts as a “view”. Caution: Your video may not be creating the impact that the statistics would have you believe.

In 2016 the Wall Street Journal reported that Facebook had upset advertisers by erroneously inflating the average time people spend watching videos. They hadn’t included videos watched for less than the 3 seconds “view” time for two years. Facebook confirmed that this had resulted in the average viewing time being inflated by possibly 60% to 80%. Facebook were criticised for being “referee and player” in releasing statistics.

All statistics must be carefully researched and analysed if they are to be used when commissioning and creating commercial videos. Conduct thorough research into your market and the platforms available to you, and take advice from your video production company. At Bigtank we’re happy to offer all the advice necessary to ensure you receive the best exposure, SEO rankings and return on your investment.

Rob Hallam