Why Video SEO Strategy is so Critical to SEO Results

Video SEO Strategy, Video Production, Photography, Design Solutions, Twist Creative Studio

WHY Video SEO Strategy IS CRITICAL TO SEO RESULTS

Video content has become one of the most integral parts of Video SEO Strategy, brand strategy, and market strategy in our ever-increasing competitive business environment. They are the focal point when it comes to communicating to a target audience whether it is B2B, B2C, or any business model for that matter. Video is an all-around engaging format delivering real-life moving images that captivates, tells a story, and entertains. With it’s easy accessibility by an abundance of devices, video is easily consumed and sharable across multiple media platforms making video a treasured marketing mix tool with it’s prospective for large return on investment (ROI).

Video has also become an important component to Search engine optimization (SEO), the process of improving the quality and quantity of website traffic to a website or a web page from search engines; a software system that is designed to carry out web searches, such as Google. SEO targets unpaid traffic (known as “natural” or “organic” results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search, or news search. [Source: Wikipedia]

FACTS ABOUT VIDEO

97% of marketers claim that video helps customers better understand products and services. (Hubspot)
90% of consumers claim a video will help them make a purchasing decision. (Social Media Today)
81% of businesses are now using video for marketing. (Hubspot)
Over 80% of all traffic will consist of video by 2021. (Cisco)

HOW VIDEO DELIVERS RESULTS

THE SEO MIX

Google loves a rich and diverse content mix when it’s searches for data across the world wide web to deliver high quality results. Including a varied mix of text, photos, and video in all marketing channels is imperative. Video consumption is continually on the rise and so is the ranking factor of video by search engines.

BOUNCE RATE & DWELL TIME

Watching bounce rates can be stressful. How much time a visitor engages with content increases dwell time — the amount of time a viewer is engaged with content — which in turn reducing bounce rates. As viewers stop to watch a video it in turn increases dwell time. Search engines then recognize the content as significant and relevant moving it to a higher ranking in the search results.

SEARCH ENGINE RESULTS PAGE (SERP)

The search engine results page is probably one of the most essential and influential pages to drive visitors to content. Adding video content to your marketing channels exponentially escalates potential and likelihood of appearing in the results page. The increased visibility in the rich snippet format that video provides is irreplaceable.

Google SERP video search engine results page
Google SERP video search engine results page

Video SEO Strategy

Optimizing SEO video strategy is important to a strong marketing strategy. Video marketing has become more and more popular with large and small businesses alike. The advancements in technology and our tools readily available to makes the ease of creating videos more accessible than ever before. As it gets increasingly harder to rank in search results it becomes more vital to have a robust video strategy. Simply using your iPhone and a tech savoy employee just isn’t enough in today’s competitive world.

PLATFORMS FOR VIDEO

Videos can be self-hosted by uploading directly to a website hosting platform and displayed and viewed onto the website. However, there are pros and cons to doing so. One of the big pros is that you have full access and control of the video and how it is used and seen. The major con for hosting video directly in a websites hosting is data and playback. Video files can take a large amount of data and storage space which directly effects load time and playback speed and performance. Additionally, more data means more storage needs which translates to more costs for web hosting.

Knowing the content of the video and the actions of the audience can help determine which video platform is best. The best ROI on video and video platform SEO as well as deciding on a video platform greatly depends on the business and the website outcomes and goals.

YouTube

YouTube is the leading free social video platforms followed closely by Facebook and Instagram. YouTube, owned by the leading search engine Google, is the largest platform for video hosting and is free to use. Website builders such Wordpress give site builders the opportunity to place video content onto a webpage directly from videos hosted on YouTube (and Vimeo) to reduce load times and playback quality on websites. A con of the YouTube platform is the embedding of ads into embedded videos.

Vimeo

Vimeo, and similar platforms, give added benefits to video hosting. These platforms are paid video hosting platforms having a range in hosting plans and features. These platforms have additional features and presets such as player customization and analytics as well as having faster load and streaming times. However, they also have their cons. The main con is they can be expensive depending on whether or not the video content hosted requires high bandwidth — the maximum rate of data transfer — or not.

Facebook

Facebook offers an easy and free method of hosting videos as well. Videos hosted on Facebook can also be embedded in websites just as they can from YouTube and Vimeo. Facebook videos are indexed in Google giving them good ranking results on the search engine results page. A con however is if a facebook video is embedded they are not indexed with Google directly to your website; only back to Facebook. Likewise, to other free platforms, Facebook embeds ads into videos that are placed into websites.

TYPES OF VIDEO FOR SEO RESULTS

Company Overview Video

Company Overview Video. A good company overview video has an introduction to the main brand messaging to the business or company. They give the viewer a snapshot of the brand with a few key messages. Those key messages include what the business or company offers, who it is for, it’s place in the market, and what sets it apart from the competition.

Kerrie Diaz of Snyder Environmental speaks to the achievements of their efforts in environmental management. Video is critical to SEO results; Company Overview Videos are very significant video types that can improve rankings on SERP.
Kerrie Diaz of Snyder Environmental speaks to the achievements of their efforts in environmental management. Video is critical to SEO results; Company Overview Videos are very significant video types that can improve rankings on SERP.

Educational and Explainer Videos

Educational and Explainer Videos. Unlike a promotional or demo video, educational and explainer videos are more rounded in highlighting a business or companies’ product or service. Similarly, they are used as a sales tool but are more generalized in nature. They are typically short in length, have a strong call to action, and strengthen the brand with their audience.

Brick Forge miniature accessories explainer video. Video SEO results; Educational and Explainer Videos are among the many video formats that can improve rankings on SERP.
Brick Forge miniature accessories explainer video. Video SEO results; Educational and Explainer Videos are among the many video formats that can improve rankings on SERP.

Promotional and Demo Videos

Promotional and Demo Videos. Promotional and demo videos introduce customers to particular products or services. These types of videos are very structure and precise and are produced to make product or service key points of interest the main focus of attention for the viewer. Additionally, the target audience is very focused to select prospective customers.

Graphic Design Service Solution Logo Design PIOUS Tea logo design
Graphic Design Service Solution Logo Design PIOUS Tea logo design

Testimonial Video

Testimonial Video. In short, a testimonial video is the endorsement or recommendation of a customer or client praising a business or company. The supporter typically speaks about how the business or company has benefited them, how a problem was solved, and what they like about the experience.

Mark Fogt during a testimonial video for the Garrett State Bank 125th Celebration. Video is critical to SEO results; Testimonial Videos is one of many video types to improve rankings on SERP.
Mark Fogt during a testimonial video for the Garrett State Bank 125th Celebration. Video is critical to SEO results; Testimonial Videos is one of many video types to improve rankings on SERP.

Product or Service Videos

Product or Service Video. A product/service video effectively demonstrates the benefits and qualities of a product or service. These types of video leave a lasting impression in the costumer’s mind through an experience of the product. These video increase conversation rates simply due to their creativity and engaging story that demonstrates the functionality of a product or service.

Product Video Videography Bobs Mug Coffee
Bigfoot Bali Bold is one of Bob's Mug Coffee's highest selling coffee options. Video is critical to SEO results; Product and Service Videos are very important video types to improve rankings on SERP.

TO CONCLUDE…

In conclusion, in any video the most important communication is storytelling. Storytelling in design captures the audience’s imagination through conscious use of stories to add a rich emotional experience — building understanding, awareness, and empathy — is what puts people at the center of the message. The role for twist… being responsible for providing creative services for telling client’s stories, from initial creative concept to completion. That role takes exceptional listening, and we believe we are exceptional listeners. The client role, tell us all about you, we’re listening.