Online Video Marketing: The SEO Value of Videos

25Mar09

Online Video Marketing: The SEO Value of Videos

We have all seen the increase in video marketing over the past few months, and heard all of the chatter about the value of video from marketing experts, but did you know that video marketing, or social videos, are also an extremely valuable SEO tool? Well, you do now! According to a study by Nate Elliott, now with Forrester Research, Google’s “Universal Search” feature—which incorporates results from news sites, videos and maps right into the body of a search results page—was introduced in May 2007, and already 1/4 of Google searches return videos in the results, videos are 53 times more likely to appear on the first page of search results than text pages. To determine this information, Elliott’s study looked at 40 of the most popular keywords, and found:

“Of the keywords for which Google offers video results, we found an average of 16,000 videos vying to appear on results pages containing an average of 1.5 video results—giving each video about an 11,000-to-1 chance of making it onto the first page of results. By comparison, there were an average of 4.7 million text pages competing for a place on results pages with an average of just 9.4 text results—giving each text page about a 500,000-to-1 chance of appearing on the first page of results.”

One of the reasons for this is that there is simply much fewer videos on the web, than web pages, making their fight for front page results much easier.

But how do you optimize your videos for high search rankings, and once they are up there, how do you make sure users actually watch the videos, and pass them on to their friends? In order to create optimized, engaging videos (and potentially even viral videos) you want to make sure you complete the following:

  • Optimize keywords by including them in titles, tags, and file names.
  • Host your videos on YouTube, which shows up by far most often in Google results than other video platforms.
  • Make sure to add new content frequently, because freshness matters to your users.
  • Create the video so that it begins and ends with a black screen & the URL of the originating website. If you’re using video to bring traffic to your website, you’ve got to tell people what your website is!
  • Place the URL of your website at the bottom of the entire video. This is a great idea because is if people clip it or make mashups – you are still getting credit for your work and visitors to your site.
  • Keep it simple. Videos do not have to be over-budgeted monstrosities, all they have to do is be engaging.
  • Lastly, use humor in your videos. Humor is a great way to keep your viewers engaged through the entire video.

With 12 billion videos viewed online each month, and videos maintaining unbeatable search engine rankings, if you’re not using videos to market your product or service, you’re missing out on the newest and most effective social media and advertising strategy to date.

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