If a picture is worth a thousand words, then you can only imagine how many words a video is worth!
Video is taking over the internet, literally. In fact, US technology company Cisco has staggeringly predicted by 2021, traffic to videos will increase four-fold and will make up more than 80% of total internet use. Don’t worry, we were equally surprised by this figure! But then we drilled down on some of the video engagement stats, and you can see why they would make such a claim.
Right now, the average person watches around 90 minutes of video content every day. On YouTube alone, there are currently 1 billion users who watch a total of around 1 billion hours of video every day. And that’s just on the one platform; throw in other video streaming sites like Netflix, Stan and Vimeo and that number increases immensely.
Remarkably, YouTube “now has over 500 hours of new content uploaded onto the platform every minute”, according to Ben McOwen Wilson, YouTube EMEA’s regional director.
With more people engaging with video than ever before, it makes sense that more and more companies are utilising video content in their marketing strategy. According to video marketing specialists Wyzowl, more than 80% of businesses currently use video as a marketing tool, and that figure is predicted to rise over the next 12 months.
The key thing about video is that it will definitely help you show up for search terms that you’re targeting. How? There are a number of ways, the most effective of which is showing up in what’s become known as ‘Position 0’, which we explain further on.
How can you make full use of video? What effect will it have on your SEO efforts? Read on to find out!
If your business is currently advertising on radio, TV or any other above-the-line platform, then it’s also crucial that you support your strategy with online video content as well. Why? Because the first thing consumers will do when they see your advert is either Google you, or go directly to your website, and it’s crucial that you reiterate your brand messaging online as well.
Once they land on your site, they are already warm leads considering they’ve seen your other adverts, which means your video will have a much higher chance of converting those leads to sales.
You can promote that video content on several digital platforms as well, for example, across social networks such as YouTube, Facebook, Instagram, etc. The more places you host your videos, the more reach you’ll achieve.
Better Engagement AND Conversion
It’s only natural that people’s eyes are more peeled to video than text – we’re drawn into the moving images and sounds. Plus, video can present far more information than text or images can alone. So looking at it technically, the results show.
Let’s start with this: Video has a 41% higher click-through rate than plain text. Not only are videos drawing more attention and more clicks, but consumers will also then spend more time on your website watching the content, which results in lower bounce rates and higher dwell time.
Video provides consumers with the ability to see what your product can do. Therefore, if they were to make a comparison between a web page that shows them a product or one that tells them about a product, they are 85% more likely to go with the product presented visually.
In addition, Google states that 50% of people now look for videos about products before they visit a store. What this means is that by incorporating video into your marketing strategy, you’re also opening up more opportunities to drive consumers to your brick and mortar locations.
Higher Rankings – Position 0
With all these great statistics about video engagement in mind, what does it mean for your SEO results? You’ll be pleased to know that it will only help you rank higher.
Firstly, Google is continually updating its algorithms, particularly with video content as a key focus. It will reward websites that utilise video on their pages by not only positioning you higher in the organic rankings, but also showing your video in what’s known as ‘Position 0’ or ‘Featured Snippet’ – above all the other results. This is most common for searches with “How to” or “What is” in the term, but is becoming more predominant in general searches as well, particularly on mobile.
Of course, your video has to be relevant; it must answer the consumer’s question about a particular product or service and demonstrate clear value. It also needs to have high levels of engagement and come from a trustworthy source. How does your website build trust? By driving a lot of traffic to your site, continually producing fresh, shareable content and optimising for relevant keywords, amongst other important strategies.
It won’t be easy to achieve these types of results overnight. The important thing is to introduce video into your marketing strategy (if you haven’t already), as you’ll be able to see results over time.
If you’d like more information, feel free to get in contact with our Digital Strategists today.