Video content marketing is becoming more and more popular as businesses realize the potential that it has for helping to boost SEO rankings. But what is this potential? What type of video content works? How do you get started? We want to answer some of the most common questions in this guide!
What is Video Content?
Although this might sound obvious, video content is any type of video that is created and distributed to market a product or service. This could be anything from a short explainer video to a longer webinar-style production. The key is that the content is designed to promote your business in some way, shape, or form.
Different Types of Video Content
Initially, people think about the same couple of video types, but many exist for marketing purposes.
Tutorials and Explainers – These videos show the viewer how to do something or explain a concept. For example, it could be a tutorial showing how to use your product or an explainer video about a new feature you’ve just launched.
Product Videos – This time, the video is designed to show off a product, rather than teach the viewer about it. If you’re selling engagement rings, for example, pictures probably aren’t enough. With a video, potential customers can see the ring from every angle, as well as get a sense of the quality.
Customer Testimonials – Hearing from other customers is always valuable, and video testimonials are even more powerful; they can show potential customers that your product or service is high quality and effective from people outside of your business.
Behind-the-Scenes Videos – These days, prospective customers want to buy from brands they trust. Behind-the-scenes videos help to build that trust by giving viewers a peek into your business, how you operate, and the people that help the business to run. If you can add faces to your brand, you’re likely to see positive results.
In truth, the list goes on to include product demonstration videos, webinar recordings, educational content, and more.
How Does Video Content Boost SEO Rankings?
Research has shown that video content is associated with a higher ranking on Google; for instance, one study found that including a video on a landing page can increase conversion rates by 80%. The most obvious explanation for this is that Google’s algorithm favors websites that offer a rich user experience, and videos are a key part of that.
However, another way that video content can help your website’s SEO is by increasing the amount of time that users spend on your site. This is known as “dwell time,” and it’s a key metric that Google looks at when determining how to rank websites. If people click back to the search engine quickly, that’s a sign that they didn’t find what they were looking for on your site. The next time somebody searches the same keyword, Google will remember that you didn’t offer a good experience and show another link instead.
Therefore, award-winning SEO services recommend video content for clients because it helps both directly and indirectly. Videos are inherently positive for the Google algorithm, and the increase in engagement that videos bring indirectly boosts SEO a second time.
What’s more, you can post video content on social media, boost your engagement on these platforms, and enjoy the SEO benefits that come with increased social engagement. Video is a true multi-purpose tool when it comes to SEO and should be a key part of your digital marketing strategy. Forgetting SEO for a moment, videos engage, entertain, teach, and more!