We all know that content is king when it comes to SEO. However, winning SEO strategies today demand more than just good textual content.
Good content today also includes video. A video SEO strategy is no longer optional to driving growth — it’s absolutely necessary.
So what’s an SEO strategist to do? How do you nail down a comprehensive strategy that will impress your boss and get results beyond your client’s expectations?
Video drives traffic and leads
Let’s get down to the basics for a second. Digital consumption is growing at an ever faster clip. People have access to more information than they ever did before, which has led to an inundation of content. Because content is plentiful, people don’t take that long to decide whether your content is worthy of their time.
One of the fastest ways to get people to notice your content is through video. In fact, the human brain processes images tens of thousands of times faster than text, and viewers retain 95% of a message when they watch it on video compared to 10% when reading it.
Users, and Google, expect more than just a keyword; they want an experience.
What’s more, studies have shown that video consumption is not just for entertainment and amusing pet videos — 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. Not only is it effective as a marketing tool, it also drives traffic and leads — 86% of video marketers say video has increased traffic to their website. The primary source of that additional traffic is, of course, Google search.
Getting a sustained jump in web traffic is every SEO strategist’s dream, and video is no-brainer way to do it. Take a look at what happened when we placed high-quality, relevant videos on a client’s website:
Why is video good for SEO?
These days, SEO is so much more than matching search queries to keywords on a page. Google aims to deliver content that best satisfies the user’s needs and considers the entire user experience. Google’s search quality evaluator guidelines place importance on the following when determining the quality of a website:
- The purpose of a page.
- E-A-T (expertise, authoritativeness and trustworthiness).
- Main content.
Considering these points is essential to creating a good user experience with good content.
How to implement a video SEO strategy
The right video SEO strategy for you will largely be determined by the type of content you currently create for your user base. It’s worth taking the time to perform a content audit and determine the type of content you have. This can be the basis for your video content strategy.
This is also a great way to identify where you might have any gaps in your current strategy. Video can help fill that gap as well.
Watch out: A common mistake when implementing video SEO is creating a video that isn’t in line with your strategy at all. Instead, the video becomes something you do simply because you think you should. Whatever your growth goals, ensure the video(s) you create are a part of the greater strategy.
Different types of videos include: