As a video production specialist for a number of years, as I’m sure many fellow internet users have noticed, the production and implementation of video has enjoyed a meteoric rise in popularity. Sites are taking advantage of video with regard to its use to drive traffic, retain visitors, and increase conversions on websites.
So why is video essential to optimizing SEO?
–Videos are not simple to make: Engaging video requires the appropriate equipment, is time intensive and takes expertise to make professional looking pieces. Therefore, a slight barrier to entry still remains for making quality productions. Creating them can set you apart from the herd.
–A large percentage of websites are not using video: Optimizing your site using video can really set you apart from the competition, but also properly using the implementation of the video is just as important.
-Many sites are not getting credit for the video they create: Commonly, site owners are having valuable content built through engaging video. They complete all processes and then upload it to YouTube only to embed it back onto their site. This is counter-intuitive to the value and ownership in creating the content. While exposure is one facet of the value in video, there is greater value in SEO surrounding implementation of video that brings traffic back to your site – which is why you use video to begin with.
–Engaging video will reduce bounce rate: Visitors who view your video content will stay on your site longer and increase your site’s retention while decreasing its bounce rate. All factors Google and other search engines take into account when determining ranking.
-Video metrics are a powerful tool to leverage in your video strategy: Video engagement metrics are very informative with regard to content on your site and how it resonates with visitors and may open your eyes to necessary improvements.
–People share videos: Visitor’s love to share videos with pertinent information with friends and family, or even business associates depending on content. Shares of content from your site is a great way to improve your reach, as well as your SEO.
Here is a great video about implementing video as part of your digital strategy: