Video content as a digital marketing strategy has seen a steady rise in quantity every year. Because of this trend, it is projected that video will make up around 82% of internet content by the year 2021. The most likely reason for this projection is the growing demand for different types of video contents.
Our present world seems to lean towards having the fast-food experience, and consumers are leaning towards having readily-available content or information that is easy to consume as well. It is why video production is now necessary for better SEO rankings. Even something traditional as resumes are now turned into video resumes for more significant impact. It is how revolutionising video content can be in this digital generation.
Video Content is More Engaging
There is a saying that goes, “a picture paints a thousand words” to describe how an image can make an impact on different individuals on different levels. Research has shown that a one-minute video communicates the same amount of information as 1.8 million words in text format. The average person browses the internet and decides in about 10 seconds of skimming whether they will stay on the page or leave. So, for most of your audience, a one-minute video is much easier to consume than a million words indeed.
Because of this, search engines have begun to change. They are prioritising sites that have video content to meet the demand for easily consumable information to capture the market more efficiently. Likewise, businesses have to produce high-quality video content regularly to sustain their marketing strategy. So, digital marketing teams also now have to periodically come up with video content ideas for business to meet the demand.
Even for business start-ups that probably do not have a dedicated SEO or digital marketing team, or cannot afford yet to get third-party help for their SEO, they can find different ways to brainstorm video content ideas. They can even be resourceful and get help from family and friends willing to help and see their business grow.
Benefits of Video Content on Your Website
Here are other advantages of having video content for better SEO, higher SERP rankings, and higher revenues for your digital marketing campaigns:
Video Content Boosts SERP Rankings
Google studies and collects information from the content of your webpage to compute its relevance to people’s search intent and exact searches of keywords and keyphrases. It uses information such as image, text, and video content. With the combination of the three to offer consumers, you get to boost and improve your ranking by showing search engines that you offer different contents, as well as a wide range of options for consumers entering queries in search engines to choose from.
As you search for relevant keywords, choose to include specific keywords for the meta tags of each video content. You need to understand what attracts customers and makes them watch video content so you can strategize improving your SEO ranking further. Be sure to include the transcript of your video captions. It expands the reach of your content to include hearing-impaired viewers and allows using primary keywords on your website. With all these additional keywords, you become relevant to search engines and helps people to find your site faster.
Video Captions Optimise Mobile Experience
With the number of mobile phone users increasing, it is clear that mobile devices are becoming an indispensable part of our lives. Mobile optimisation is an essential part of a content marketing strategy because of the sheer number of people that the business can reach.
Times are changing. More people are on mobile than their desktops all the time, and websites need to have responsive designs. Video content needs to be mobile-friendly. The average viewer can spend how many hours of video content on YouTube. Your company may have a great website that works well with desktop devices, but if your pages are not optimised for mobile use, then you have limited the scope of your target audience. Always think about how your video content is seen by viewers on the screen of any platform or device.
While it is true that it is easier to view and watch a video than to read, there are some situations wherein one must watch and read at the same time. Mobile phone users are familiar with the situation where you are in a crowded place, and the video you are watching began to blare out a loud sound. Watching videos on mute while captions are rolling on the lower third area of the screen is a great way to view your content without losing your message. Video captions solve the dilemma of how hearing-impaired viewers can enjoy video content as well.
Other than the benefit of a better viewing experience, video captions encourage bots to find and collect information from your website. Texts and keywords are essential for Search Engine Optimisation (SEO). Captions within your video and also written as text at its description allows increased searchability and gives additional leverage for keyword inclusion.
Video Content May Include Metadata for Better SEO
This process of including Metadata is easy to do and takes little time to do. Metadata was created to discover relevant information. Search engines use the Metadata of your content to locate it and rank your content at the same time. This presence of Metadata, Meta Description, and Meta Title allows further optimisation of your website. That also works with your video content. So, do not forget to include Metadata on video descriptions because search engines will discover the relevant information within and analyse it.
Video Sitemaps Increase Index Factors for your Page
If your page or site has a lot of video content, consider making a sitemap for your videos. It is a text file that has relevant information about your video content. The essential information includes the title, runtime, subject matter, and the target audience. With this information, you are informing search engines about the existence of the other videos in your library. The relevant information that you have given will be used to index your site, along with content. With a sitemap, Google gets a better understanding of the video content on your website, and the target audience is focused on reaching.
Video Content Complements Your Link-Building Strategy
We get to boost SEO ranking by also adding a simple URL in our video description, as well as on our video channel information. It counts as referral traffic which can boost the site’s SEO. When your video content generates enough interest, it would be shared by other people, bloggers, vloggers, and even other websites. Your video content and the activity it generates would improve recognition for your brand and support your link-building strategy.
Even if your video contents are posted on YouTube or other video hosting channels, the added views and the activity with the shared links will boost the website’s SEO and even your video content’s searchability. Should you want to maximise it even more, directly link viewers to your website. You may entice them with an offer of a free sample or an eBook.
Video Content Generates Social Signals
Videos are more likely to go viral than traditional content. YouTube is not the only video-sharing site available on the internet with millions of followers. Video sharing sites are multiplying to suit different types of video contents. Vimeo.comis one of them, a video-sharing platform with more than 130 million monthly visitors. Dailymotion follows closely with 100 million active visitors. Twitch brings in 100 million visitors, usually from the web and mobile gamers niche as gameplayers stream or broadcast often on this site.
Videos are also making social media campaigns more productive and profitable. Video content creators now also post content on Facebook, Instagram, Twitter, and even Pinterest and make money from their work through Facebook video monetisation, Twitter native videos, and Instagram video or IGTV.
Although the Children’s Online Privacy Protection Act (COPPA) has brought significant changes to the content on YouTube, YouTube remains a popular video-sharing platform. The Federal Trade Commission (FTC) demanded that COPPA be strictly followed by YouTube content makers and vloggers. Content made for kids cannot contain ads anymore, which means vloggers cannot monetise the blog if it’s for kids. Comments and messages are also disabled on kids’ content. Most kids’ content creators changed their content to family content just to keep monetising their channels and preserve their base of followers as much as possible.
Conclusion: Engaging Video Content Types Increase SEO
Creating video content is something that digital marketers must seriously consider if they are not doing it yet. Video marketing works in digital marketing campaigns and even in social media platforms. Video marketing is gaining momentum because videos make the audience’s experience more engaging and enjoyable. So, gather your team, put on your thinking caps, and make it a habit to produce high-quality video content for your website better content and better SEO.
Ramon has been writing about technology trends, entertainment, and gaming ever since he left the busy world of corporate HR Tech behind. He currently writes about software and user experiences for Softvire Australia – the leading software e-Commerce company in Australia and Softvire New Zealand. In his spare time, Ramon writes science fiction, collects little yellow men and plastic spaceships.