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Be seen by Google

Digital Marketing and Video SEO

With traditional Search Engine Optimisation (SEO), there are a huge number of factors that Google consider when deciding where to rank your website. Factors such the number of inbound links and indexed pages, to the age of your site and the quality of your content will all be deemed as important metrics. For video SEO, none of this matters which means that even new sites and small sites can compete on equal footing with their larger and more established competitors. Websites that are too small or too new to even consider traditional SEO can still be taking advantage of Video SEO opportunities.

So, what is Video SEO? It is essentially a set of techniques that ensure that:

  • Google is able to find your video content
  • Google can successfully index that video content
  • Google displays your video content when specific keywords are entered as search terms

YouTube is now the second largest search engine in the world and is now of extraordinarily importance in digital marketing.

It is now often much easier to rank for a key word term with a video than a traditional page, particularly if the video is also uploaded to company branded channel on YouTube. Remember: Google owns YouTube and Google treats good video content very favourably.

  • The most recent Google update showed that websites utilizing video ranked higher than those just using text.
  • Potential to reach a much wider market with video than with written content.
  • Fantastic way of getting your brand/message across to potential consumers.
  • It is still relatively new – which gives early adopters a distinct edge.
  • Forrester Research found that videos were up to 50 times more likely to receive an organic first page ranking than traditional text pages - http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html

What are the advantages of Video SEO?

Videos, when properly submitted, are 50 times more likely to generate a first page Google ranking than traditional SEO techniques. However, many companies are ignoring video SEO altogether or only submitting their videos to YouTube under the misunderstanding that this will generate SEO benefits. As leaders in corporate video production field, Leagus with its chosen Video SEO partner Sorbet Digital understands how essential video optimisation is to your brand particularly as:

  • Google is pushing video to the top of search results, creating a goldmine for companies to increase their online visibility.
  • Results begin to appear in days, and some publishers succeed in getting 25% or more of their videos to produce first page results.
  • Search engines can't find video content on their own, so getting submission right is critical -- a knowledgeable partner such as Leagus can make this much easier.

Video SEO is as effective for B2B as it is for B2C but only a few of the most forward-thinking brands have so far captured the opportunities in their respective markets. Only a small fraction of the video content currently available is properly submitted to search engines for inclusion in the search indexes. This combination of search engine bias towards video content and the relatively small amount of indexed video content available is a gold mine for companies who wish to promote their products and services via this medium.

Because video can give customers an in-depth view or demonstration of a product or a service, it helps consumers quickly understand what your company has to offer. Videos can also build trust and credibility for a brand or company and provide content for their existing or new online marketing or social media campaigns.

See results with Google Analytics

It is important to also know that video can now be optimised, which means it can have keywords (words that are related to your business, product etc. words that people would use to search for you) applied to it, which in turn makes them more visible to search engines such as Google. Having a keyword tagged video on a website attracts more search engines than a website without a keyword tagged video. Using videopage which has a unique web address, allows the video be tracked through Google Analytics.

Google Analytics will be able to confirm the amount of visits that page/video has had. It can also tell us.

  • Time on Page – This will show that people have watched the whole video.
  • Bounce Rate – If low, people are interested in the video. Again, if this is high, people have either abandoned the video and / or not taken any further action within the site and we need to understand why
  • Entrance Keywords - If they came straight to that page, what keywords did they type into Google to find it? Very important as these search words can be adjusted
  • Before & After - If visitors came to this page from another part of the site, what page did they come from? If they continued to visit other parts of the site after, where did they go?
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