The internet is changing constantly, and therefore so is SEO. While you may have previously thought videos didn’t have any relevance in the realms of keywords and copy, you couldn’t be more wrong now. Engaging with your audience has become a vital part of your online presence and therefore has a huge benefit with your digital footprint and contributes to your overall SEO campaign considerably.
The competition online, regardless of your industry and niche, is tight when it comes to securing those lucrative first page positions. It is important to ensure you have a strong online presence and do anything you can to give yourself the edge over your competitors.
Offering a variety of content formats will increase the quality of your content and ensure your user experience is as friendly and enjoyable as it can be. Be creative with the formats that are available to you; there are so many different ways you can serve your content these days. Podcasts, infographics, videos and more will increase the likelihood that your content will be shared and expand your demographic.
Video has become increasingly more powerful over recent years and has the most impact on audiences. YouTube is an independent search engine in its own right and therefore gives you the opportunity to compete on two fronts with both text and video formats. If utilised properly, video can even outperform other types of content when it comes to audience retention. But what makes an “optimised” video?
- Videos that are four minutes and under work best. Anything above 5 minutes tends to decrease the engagement rate and user interest. Keep the video short and concise whilst also being informative and with an overall goal.
- Use rich-video snippets. Allowing your audience to see a thumbnail of the video as well as a brief description can increase the click through rate.
- Transcribe your video if possible. Whilst Google’s technology has improved with regard to recognising the context of video, it is still beneficial to add a transcription to your videos for SEO purposes and to allow Google to crawl and index more easily.
- Keep videos above the fold. If they are embedded on a web page, try to keep your video content in the top half of it, before the user has to scroll down. This will increase the chances of engagement considerably.
It is also important to consider where you will be hosting your video or whether you will be embedding into your website directly. Keep in mind that platforms such as YouTube and Vimeo will increase your reach, but will also reduce the traffic to your website itself. Try to keep a healthy balance!
The Importance of Video Marketing
The presence of video on the web is only going to increase, so it is important to keep up with the trend and your competitors. If you require any further advice regarding creating the right kind of video for your marketing and SEO campaign, please get in touch with us and one of our experts will be delighted to discuss your options
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