Some of the clear – and perhaps obvious – benefits of online video for businesses are:
- Expressing who you are and what you’re all about
- Educating viewers about your products, services and brand
- Boosting your credibility
But did you know that web videos offer tremendous search engine optimization (SEO) benefits as well?
More video = higher page rankings
You might be surprised to learn that a quality web video hosted on your site makes the page 50 times more likely to be shown on the first page of Google search results. This fact alone makes online web videos one of the most powerful marketing and SEO tools you can have in your arsenal. In a nutshell, web video leads to both higher conversion rates and more organic web traffic to your website – which in turn leads to even more conversions.
Ever since Google purchased YouTube, the likelihood that they will rank these videos favourably in search algorithms has markedly increased. In fact, it is possible to obtain a high ranking on Google practically overnight when web video is effectively used on a page. Google now rates web video even higher than high-quality, keyword-rich articles.
Steps to SEO success
The key to high rankings is proper optimization of the video for SEO purposes. Ideally, videos should have relevant, quality metadata titles and descriptions. Relevant keywords should be used artfully within the video’s title. These days, Google tends to present search results that offer a mixture of text-based web page results, images, news items, local results and videos. But of these blended results, video tends to be most likely to be clicked through.
Consider also hosting videos on your own servers for additional advantages. The videos hosted on these sites can sometimes achieve a first-page ranking by merely optimizing the video title with appropriate, relevant keywords. Google algorithms tend to have a bias toward YouTube videos to begin with, so a keyword-rich title usually seals the deal.
Another way to increase your video’s exposure is through sharing. Videos can be shared via email, on social networking sites, blogs and on other content sites. Videos are the most shared content opportunity on social media — more-so than article links or pictures.
Easily embeddable links are provided by most online video hosting platforms. With these tools so easily accessible, the result is a powerful addition to your regular marketing approach. The feature encourages video sharing and makes it easy for viewers to do so.
To maximize your chances of hitting the SEO lottery with video, be sure to add as much relevant information to the video’s description page as possible. If hosted on your own site, be sure to optimize the video’s URL to be descriptive and keyword-rich as well. Add content around the video such as a high-quality, well-written, keyword-rich article about it, and, of course, related meta-tags.
Of course, SEO is just the icing on the cake. Be sure to start with thoughtful, relevant content and professional-level quality. Too often I come across video representing an otherwise ‘polished’ brand, but the quality is anything but — and therefore a detriment to the brand messaging and strategy. Consistency of video content is important too. Regular video content will also greatly assist in your SEO efforts. If in doubt, you can take the guesswork out and hire a professional to do it for you.
Special to The Globe and Mail
Revision requests by the client sent to Chris for editing. Oct. 27th
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http://www.chinookcentre.com BizBOXTV on-location at Calgary’s Chinook Centre for an tour through some of the hottest stores in the newly expanded mall!
Join us as we go inside Harry Rosen, French Connection (FCUK) and Judith & Charles to hear from each spot about what makes a shopping experience with them… unique.
ABOUT CHINOOK CENTRE :
Over 250 stores, including many of your favourite names, and some unique choices you won’t find anywhere else in Calgary. With three major department stores, flagship stores and exclusive to Chinook locations, we take pride in being Calgary’s premier shopping, dining & entertainment destination.
We believe shopping should be fun. At Chinook Centre, you can enjoy a meal in one of several restaurants. Take in your pick of the latest movies; or, stop for coffee and conversation. Our food court is one of Canada’s largest, with seating for over 800, and has an incredible variety of offerings in a park-like setting. There’s a carousel for the young and the young at heart, and high above, a collection of fantastic flying machines. Oh, and did we mention the full-scale Albertosaurus? One look, and you’ll see why we call him “Scraptor”.
We also believe shopping should be about comfort. Chinook Centre is designed with comfort in mind, with room to move at your own pace, and skylights providing plenty of natural light. And if you want to take time to relax while you take it all in, you’re never more than a few steps away from a comfortable chair or sofa.
In short, we think you’ll find just about everything you’re looking for. We hope to see you soon at Chinook Centre.
Video is growing and going mobile. Nearly half of Canadians are watching online videos more than they were last year. And 35% of smartphone owners, 56% of tablet owners, and 75% of laptop owners in Canada are regularly watching videos on their portable and mobile devices.
These are some of the more striking statistics found in new research from Ipsos Media CT and Google. According to their March 2012 Canada Video Study, Canadians watch an average of eight videos per week, with only 13% watching none.
With mobile opportunities, commenting, and social media, online video is starting to out-engage traditional television: 26% of Canadians now say that online videos are more entertaining than live TV. Further, 23% of Canadians now spend more time watching online videos than television.
88% of Canadians who watch online video use YouTube and 71% say YouTube is their most preferred video site. Traditional outlets with online channels, such as CTV and CBC, were popular with only 25% or less of Canadian online video watchers.
It’s not just about entertainment though. Video drives action. Canadians actively follow up online video watching with various actions: searching for more information (18%), social networking (15%), sharing the video link (13%), visiting a brand from the video (10%), and buying stuff online from the video (7%).
Canadians find reviews and rating from average joes to be the most influential type of video, with 68% finding it helpful. Expert reviews are helpful to 59% of Canadians watching videos online, while informational and product demonstration videos are helpful to 49%.