Video Brings Web Searchers to Your Site and Turns Them into Customers
The Internet is a big place. And if people who are searching for information about products and services can’t find your site, they aren’t likely to become your customers.
One of the best ways to ensure your website pages make it to the top of results in Google and other search engines is to create and publish high-quality online video. Search engines are designed to recommend content that users enjoy, and Internet users LOVE video.
Videos engage and entertain site visitors, causing them to extend their visit to your site — a key factor Google and rival services evaluate when they rate Web pages in search results. Users also tend to share videos on social media. In fact, they share video more than 12 times as often as all text and images combined, creating links and traffic back to your site that will improve your ranking in search results.
Overall, research says your site’s organic traffic — visitors who find your content without the the expenses of advertising or other paid marketing — can increase as much as 150 percent when you add video to your content mix.
So, an investment in high-quality video to promote your business is one of the best, most cost-effective ways to grow your business online. But as with every business strategy, you need to make a few decisions about where and how you will distribute your video content. With the right plan, and a few tricks for managing video on your site, you’ll see growth in both your site traffic and engagement by new customers.
Here are seven tips on how to effectively use video to grow your organic site traffic.
Publish Great Videos on Your Site
In an era with everybody carries a video camera in their pockets, it’s tempting to cut corners and produce a bunch of quickie videos for your website. Remember, the way to improve your ranking in search engines is to offer visitors content that they find useful. If someone lands on your site, is turned off by a poor-quality video and quickly leaves, you’ve accomplished nothing — in fact, you may have damaged a potential long-term relationship with that customer.
Be sure that your video content is informative, entertaining, and provides answers to the questions that your visitor was researching when she found your site at Google.
Carefully Consider the Best Location for Hosting Your Videos
As we just said, you definitely want to host some great videos on pages at your company’s website. For example, research shows that publishing a product demo or benefits video on a landing page can increase conversions by 80 percent. Hosting videos at your own site also attracts inbound referral links, a badge of quality that lifts your rankings in search engines.
However, don’t forget that YouTube is now the second-largest search engine in the world, processing more than 3 billion searches each month. (Plus, Google owns YouTube, and many observers suggest that a strong YouTube presence does impact your overall standing in Google results.) Smaller businesses may want to tap into YouTube’s enormous reach for clever branding videos and even how-to videos.
Of course, you can embed videos hosted on YouTube and other public platforms in pages on your site, but ultimately one location is going to emerge as the most popular with search engines. Carefully evaluate the action that you’d most like a visitor to take — share, search some more, or convert — when deciding where to host your best video content.
Be Sure to Backlink from YouTube and Other Hosting Services
If you decide to host videos on YouTube or other third-party platforms, be sure to include backlinks to key pages on your site. And these links don’t have to be the Home page. Links to service or product pages can be more valuable in building the search-engine reputation of your site, so long as the pages are genuinely relevant to the content of your video.
Run your videos on pages with valuable, related text
Posting a video alongside a related, worthwhile article creates a more information-rich page that search engines can index for inclusion in their results. A 500-or-so-word post also provides a frame of reference for the engines to evaluate if all the content on the page is relevant to the same topic, another key plus in search engine ranking. Some sources suggest you go so far as to include a transcript of your video on the page — this may well not be necessary, but you definitely want to outline the content of your video in the copy on the page.
Make Sure Your Videos Load Quickly
Search engines hate slow websites, and a clumsy or slow-loading video player is a sure-fire way to slow down a page. Several services, including Google itself, offers tools to check how quickly your site pages load and what might be contributing to any performance drags. Be sure to analyse the performance of key pages that include video. The remedies for slow performance are wide-ranging, from trying a new video player to preventing the player from auto-loading when a page is first viewed.
Be Sure to Tag Your Video Content to Make It Easy for Search Engines to Find
Search engines review your site pages for hidden information, or “metadata,” intended to specifically communicate to engines exactly what they can expect to find on the page. Be sure that your video media Title is short and to the point, and use the Description to target keywords searches you want to appear in.
Also, be sure to make the name of your actual media file friendly and informative, instead of some internal code code such as VIDMAY2016.MP3. Remember, search engines like content that is useful to people.
Aggressively Promote Social Sharing of Video
As we mentioned earlier, people love to share video, and you should definitely capitalize on that urge to draw attention to your brand or product. Be sure to include highly visible tools on your pages that invite users to share your videos on Facebook, Twitter, G+ and other social media networks. These shares will create valuable links back to your site.
In most cases, you also will want to allow visitors to embed your videos on their own Web pages. A possible exception is video devoted specifically to getting visitors to your site to convert to a registration or sale, but getting your How-to videos in front of other site’s visitors is a great opportunity to extend your reach.by